The Survey Shouldn’t Be the Last Thing the Customer Remembers About You

I’m all for getting customer feedback. There are different ways to go about it. Ask customers on the way out of a store, call them on a phone or send follow-up surveys via email. I wrote about surveys a few years ago. The gist of that article was about getting more customers to fill out those surveys. Two areas were covered: timing (when the survey was sent) and length (how long it takes customers to complete). Without rehashing the entire article, timing is important. Don’t wait two weeks to send the survey. And don’t make it too long.
Think about what you’re asking the customer to do when you send them a survey. Let’s say you own a restaurant. On the way in, you want your customers to be greeted warmly before enjoying great food and friendly service. At the end of their meal, you want them to experience genuine appreciation