Customer Satisfaction Survey - Poor Response

[bi-lo]

Ok...here's the thing. Out of 15 customers that we e-mail the survey...only about 3 to 5 answered. So, I wonder either we can indicate something like..."if we did not receive any respond from you within the designated deadline, we will consider all criteria below as satisfactory" in the form. In our form, we have 12 criteria & satisfactory is 7 marks.

That's normal. In fact, even not satisfied customers don't complain (sometimes). I suggest you use other method to measure customer perception. I assume that satisfied customers buy more often and they will recommend you more and they will stay with you longer.

 

[BradM]

Ok...here's the thing. Out of 15 customers that we e-mail the survey...only about 3 to 5 answered. So, I wonder either we can indicate something like..."if we did not receive any respond from you within the designated deadline, we will consider all criteria below as satisfactory" in the form. In our form, we have 12 criteria & satisfactory is 7 marks.
But then again...wouldn't that be like we are "cheating" ourselves?

I would caution against making any assertions of any kind regarding those that did not complete the survey. There are simply people who do not complete them. There are very few surveys I will complete myself. Many because they do not appear to be valid surveys. Not at all to suggest your survey is not valid; just making the point that is one reason why I don't complete them.

I would mine the date from the surveys that you receive. Then I would follow-up (personal contact would be the best) with those that did not respond to complete the information.

Better yet, follow up personally (or a telephone call) and compare the results from the follow up with those companies that returned the surveys. Ideally, the information gained from the surveys should be in line with the information from the follow-up.