When presented with the choice of filling out a survey, potential respondents undertake a quick cost-benefit analysis to ascertain whether they believe any good will come from it. Adding an incentive to surveys aims to sweeten the deal – but at what cost? The main danger is a risk of driving a biased sample; to reduce the effect Fizzback advises its clients on setting intelligent incentives - at a level that will maximise response rates but avoid situations where respondents look to "game the system" with their focus on the survey incentive (for example completing the survey 10 times to increase the chance of winning). Despite a small cost, Fizzback's experience shows that for a relatively small incentive investment, companies in industries not conducive to high survey response rates can drastically increase volumes.
Instead of simply using tangible micro-incentives (a £100 voucher to a monthly winner) to increase a customer’s perceived benefit, we help our clients to promote the value of the customer’s opinion; conveying clearly that every opinion matters. Fizzback has helped clients achieve up to a 180% increase in feedback volume with a number of best practices:“You said, we did” – increasing the perceived benefits
- Exhibiting changes brought about as a result of customer feedback so people are motivated to participate more. One great example of this is provided by a Fizzback client who used the phrase “we listened and learned” every time it incorporated a customer suggestion based upon feedback; volumes rose accordingly.
“Making it easy” – reducing customers’ perceived costs
- Offering multiple channels- Customers should have the convenience to select their preferred feedback channel.
- Optimal Point-of-Sale Material- Fizzback’s vast industry experience has developed a library of optimal formats & designs for solicitation materials and best practices governing where to display them.
- Engaging employees- Fizzback have provided training materials to ensure our clients’ customer-facing employees are on board and helping to drive volumes from the front-line.
Umair Pervez