In a world full of distractions, conducting market or patient research can often prove to be very problematic. So, how do you improve response rates and generate the results that you need?
In a recent article, Chief Marketing Officer of Clarabridge, Susan Ganeshan, argued that: “In the age of instant gratification, though, people are no longer willing to ‘just take a moment’ to fill out a survey.”
She added: “response rates are as low as 2% and rarely ever reach 20% anymore.”
Although this might be perceived as negative, there are a couple of points to consider here. Firstly, what quantifies 2%? Because a hospital that receives responses from 2% of patients from a possible 5,000 is still quite useful. That accumulates to 100 opinions, which in the grand scale of things can enable you to form a pretty good idea on how people feel about your service.
The second point to consider is the platform. How are businesses and organisations sending out these surveys? And when are they sending them out?
For instance, if your internet is down, you can often spend 10-20 minutes on the phone to the provider. First the hold music, then the process of getting it fixed. After 20 minutes, are you going to be in the right frame of mind to spend another two minutes on the phone answering a feedback survey? Probably not.
Is there still any value in customer and patient surveys?
According to Hub Spot, too many online surveys has caused participation rates to drop. One company in particular, Mindshare Technologies, conducts 60 million surveys per year. That’s an extraordinary 175,000 per day!
However, we can’t forget the quality of these surveys as well. With the average human attention span being shorter than a goldfish, quality is of the utmost importance to the time-strapped consumer.
Without quality and ease, your survey becomes a hassle.
Why mobile surveys and forms are the solution
This is where SMS forms and surveys could come in handy. In 2016, more than 50% of surveys were conducted on mobile devices, which isn’t surprising when you consider that an average young person spends five hours a day on them.
Using text surveys and forms is the proven way to conveniently collate customer and patient feedback. Claim specialists, SBS Insurance Services, used mobile surveys and generated a 17% click through rate and a 9-10% response rate. These were considerably higher rates than what they had previously achieved with other channels, such as: email and direct mail.
With SMS forms and surveys, you can customise yours to include images, radio buttons, time and date capture, and free text fields. They also enable you to maintain your brand colours and design so it seamlessly sits alongside your other communications.
Another major benefit of using mobile forms and surveys, is the practicality. For example, if you’re taking your dog to the vets, trying to fill out a survey on a clipboard is extremely difficult when your pet is pulling you from left to right. A text message containing a survey is instant and enables a customer or patient to fill it out in their own time. And with 90% of business text messages being read within the first three minutes, there’s a high probability that your customer will see it instantaneously.
You could even look to incentivise your mobile survey. On average, you can expect to see a 10-15% higher response rate when you offer one. This gives the customer or patient a reason to invest their time.
Get started today
Creating a survey for SMS is quick and easy with Textlocal.com. Whether you’re in the healthcare industry and want to send Friends and Family Test surveys, or simply want to get a better idea on how to improve the customer experience in your restaurant, mobile forms and surveys are the answer.