I talked to a friend about his Net Promoter program the other day. He’d built a very user friendly, short survey, and had just kicked off with their first round of surveys.

He said, “I thought 80% would respond. But that was not the case AT ALL. It’s very challenging indeed.”

The key issue here is, if your customers don’t respond, how can you tell if they’re a Detractor, Passive or Promoter? How can you begin to improve things?

This is why response rates are one of the most difficult and exasperating parts of a VOC program.

So, how can you improve yours?

Here’s one absolutely KEY tip from Gemma Beddow, Head of Customer at Briggs Equipment UK (and a speaker at our upcoming conference).

In a recent interview with us, Gemma said,

“The most common response we get to closing the loop is, ‘oh, I didn’t think anyone actually read my response.’ We’ve had messages that say ‘you know what, next time I’m going to respond because I didn’t realise anyone did anything with the surveys.’”