Every company wants to be asking customers how they can improve their products and deliver a better customer experience. This feedback is often collected through telephone calls, focus groups, or conference workshops. From our experience, the most common approach is a digital survey, where a customer receives an email asking them to fill out a long website-based feedback form.
When most people think of surveying their customers, they envision a multi-page questionnaire hosted on SurveyMonkey or Google Forms. While these tools are incredibly useful for collecting in-depth and thorough feedback, they also come with some drawbacks:
- The customer has to leave your email and open a browser to take the survey
- Even interested customers usually put off the survey for later, because they’re too busy to complete a 10-15 minute questionnaire at that moment
- The longer these forms take to complete, the more likely that respondents will drop off without submitting
- These survey tools often have limited branding options, which can make questionnaires appear generic
As a result of the above, we often see lower than 1% participation rates in surveys sent to customers.
Survey design is an art and a science – it’s important to define the questions you ask, offer clear options to choose from, and structure the survey to gather information about a customer’s intention and satisfaction, without turning them away due to unclear questions, too many questions, or little incentive to respond.
Because of these drawbacks, many companies are starting to employ one-click email surveys instead – now used by companies from Uber to Netflix to Google. These surveys ask customers to answer one question directly within the email, by rating their experience on a scale (usually 1 to 5). The key to their popularity is simplicity and ease of completion – it’s so easy for the customer to just click and send feedback on the single survey question, that response rates are much higher than conventional survey forms.
Take a look at this email from Netflix, which asks customers to rate the audio/picture quality of their recent watching experience.
By making the survey so painless, Netflix encourages users to quickly offer feedback instead of simply deleting the email – collecting valuable information that helps inform product experience, customer satisfaction, and more.
Similarly, Uber makes it easy to rate your trip by including the rating in every email receipt – encouraging riders to offer feedback after they make each trip. Uber also gives the customer a good reason to provide feedback, since poorly-rated trips will usually get a response from Uber and/or a refund.
One-click surveys are also easy to take from a smartphone. Anyone who has tried completing long forms on a mobile device will understand how a busy customer might consider doing a one-click survey from their phone, but not a Google Form. With all of these advantages, it’s obvious why more and more companies are deploying one-click email surveys in place of longer-form questionnaires.
Canopy Labs works with companies to deploy and manage one-click email surveys, tracking responses ranging from Net Promoter Scores to post-purchase feedback, and more. In an upcoming blog post, we’ll be profiling how these email surveys lead to higher response rates than conventional questionnaires, and what insights can be generated from automating regular, one-click email surveys to customers. Stay tuned!