How many will I get?
One of the most commonly questions we hear at Survey Advantage when working on a survey project is “how many will I get?” Of course this is in reference to survey responses, but the question is easier asked than answered. In hundreds of surveys ran in the past few years, I have seen response rates range from 1%, all the way to 80%. There are a couple of key factors that will drive response rates:
1. Your relationship with your customers. Would you fill out a survey for a fast food order? Doubtful. Would you fill out a survey from a supplier you order from regularly? Possibly. Would you fill out a survey for your son or daughter’s daycare? Absolutely. The value of the relationship is crucial in how many will respond.
2. Past performance. Have you surveyed before and done nothing with it? Maybe you have a history of poor customer service. If a customer has it in their head that they are just a number, and you don’t care about them, they are much less likely to take time out of their day to tell you how you are doing. In our eyes the most important part of running a survey is telling the customers what you learned, and then doing something tangible with it. If you can prove over time that you are listening to customers concerns, and trying to improve, then they will be candid with you.
3. Contact Database. Your database needs to have both CURRENT customers, and their CORRECT contact information. Often a customer comes to us with an email database of customers that has everyone they’ve done business with in the past five years (or longer even.) Just because 25% of your current customers will respond to a survey, does not mean that 25% of customers who haven’t done business with you in 3 or 4 years will. Aside from that fact, large, unmaintained lists may have 25%-35% undeliverable rate, compared to 5% to 10% for a properly maintained list. They can’t respond to it if they don’t get it.
So like I said, easier asked than answered. But let me try anyway. Generally in some of the industries we are working in we see the following: Printers 20% – 35%, Marinas/Boatyards: 35%-50%, Childcare/Educations: 60%-75%, Airport Parking/Car Rental: 5%-10%, Association Membership: 5%-20%, Franchisor Membership: 15%-35%. Of course all these numbers can vary greatly, depending on where you fall in 1,2 and 3 above. I encourage you to share your experience with survey response rates in the comments section below.
Tags: Association