Persuasion: getting customers to take surveys

Many companies want customers to take customer satisfaction or sales surveys. The companies politely ask if customers would be willing to take the surveys, and customers often answer "no". Getting customers to answer "yes" is the first crucial step to obtaining feedback on performance.

A major reason customers answer "no" is that companies have given customers no positive incentive to say "yes". In other words, in exchange for answering a long series of often confusing questions, the customer gets nothing out of it for his time.
Companies who want more responses to their surveys should first offer customers a great incentive, such as a gift card or significant discount, and then ask 5 or fewer clear questions. Companies should also make it very clear that they do read and respond to the feedback they get, and offer an obvious "contact us" button on the website's home page for customers who need to reach them.

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