Five tactics for more customer feedback

Gone are the days when companies can sit back and wait comfortably for feedback. They need more and more feedback from customers so that they can constantly expand their data basis. Smart companies are always one step ahead of the competition by collecting both experience data (the human element) and operational data (hard facts). This is the only way to conduct quality studies that generate relevant and representative data. But how can customer response rates be increased?

1. determine the correct sample size

First of all, the company must be clear about what it wants to achieve with its study. Then the variables - such as target group, data quality or preferred margin of error - need to be defined. If, for example, multimillion-dollar corporations are to be addressed, a combination of high data quality and low margin of error is recommended.

Once these variables have been determined, the company can calculate which sample size provides the desired data quality. Online software tools, for example, can be used to do this for you. The rest is child's play: for example, if the calculated sample size is 1050 people and the average response rate is ten percent, 10,500 customers need to be contacted.

2. determine the size of the population

By determining the ideal number of contacts, the company selects a population for the study. The aim here is to make a comprehensible selection and to be able to specify exactly to whom the study results apply. Depending on the requirements, the population can consist of just a single segment, such as exclusively corporate customers, or it can include the entire customer base.

It is important that it consists of meaningful segments: for example, a B2B study can be broken down according to the size of the organization, while a B2C study is based on the volume of expenditure.

3. choose the right channel for your target group

Once your contacts have been determined, the question arises as to which channel delivers the best results. Here you need to weigh up your requirements against the costs. Successful studies typically use one or more of the following channels: Email, website or in-app, voice recognition systems (IVR) and SMS (one-way and two-way). The right form of communication can significantly increase the number of participants and the response rate.

4. formulate a convincing invitation

Everyone appreciates personal attention. If you personalize the subject of your study, assure the participant that they have been specially selected or that their feedback is crucial, both the quality and the quantity of responses will increase.

For example, if customers receive an email with the subject "How was your flight?" during a trip, they are likely to ignore it. However, if it says: "Hello Leonie, how was your flight from Munich to Paris?", they are much more likely to read the text. Firstly, the company is asking about a specific flight and secondly, the salutation is personalized. Remember: an interesting subject line is a decisive factor in the recipient's willingness to read and reply to the message.

5. optimize results with the help of operational data

The company can use operational data to evaluate the impact of its experience studies. As soon as the first responses are received, they can be tested for bias using the operational data. For example, if you receive a lot of positive feedback from customers who know little or nothing about your product, you should treat the data with caution.

By comparing the behavioral data of participants and non-participants, it is possible to determine whether the results of the study tend to come from positive, satisfied customers or from negative, dissatisfied customers. In this way, biased data can be eliminated and the quality of the findings increases.

The response rate determines your market advantage

In order to stay one step ahead of the competition, meaningful insights into the customer experience of your brand, product or company are of the utmost importance. The higher the response rate, the more information you have at your disposal that you can turn into your next competitive advantage.