Some 44% of consumers across the US, UK and Australia say they’ve abandoned a customer feedback survey without completing it, according to a recent study from Medallia. The report suggests that survey design – and the channels through which feedback can be transmitted – are areas of potential improvement.
Easily the most common complaint among the Medallia survey respondents concerned the length of the survey. More than half (57%) of those who had abandoned a customer feedback survey without completing it did so because the survey was too long. As such, brands should strive to keep customer feedback surveys as concise as possible; other research likewise has found that shortening the time commitment is the top change desired by market research participants.
Beyond survey length, some respondents also pointed to other reasons for having not completed a survey, including a perception that the feedback would not be acted upon and uncertainty regarding the purpose of the survey.
Separate results included in the report indicate that making the survey design more conversational and visual could help improve response rates. When offering their feedback to companies, two-thirds of consumers would like to include photos, and sizable proportions would also like to include screenshots (42%), voice messages (28%) and videos (19%). Read the rest at Marketing Charts.