The question we hear most frequently in the customer feedback industry is ‘ how many surveys will I get?’ And that’s a good question – the quality of the insights you get from your survey heavily depends on the amount of feedback you receive. The answer depends on two things: The quality of your incentive, and the level of awareness of your survey. Offering a good incentive is instrumental in this process – they can be financial, or even a donation to charity. The key is this: Not having an incentive isn’t an option. Then comes the second part – raising awareness. In this chapter, we’ll discuss many ways you can invite your customers to take your survey using tools you already possess.

1. Chapter 3: Getting Customers to Provide
Feedback

2. In the last two chapters of our playbook, we covered why customer
feedback is important and how to write questions to maximize the
impact of that feedback. For the third chapter, we’re going to discuss
how to get your customers to answer those expertly crafted questions.
The question I hear most frequently in the customer feedback industry
is ‘ how many surveys will I get?’ And that’s a good question – the
quality of the insights you get from your survey heavily depends on the
amount of feedback you receive.
The answer to that question depends on two things: The quality of your
incentive, and the level of awareness of your survey. Offering a good
incentive is instrumental in this process – they can be financial, or even
a donation to charity. The key is this: Not having an incentive isn’t an
option.
Then comes the second part – raising awareness. In this chapter, we’ll
discuss many ways you can invite your customers to take your survey
using tools you already possess.
Enjoy!
2
Let’s create a better experience
What we’ll explore:
ü Selecting the right incentive
ü Inviting customers to
provide feedback
ü Driving awareness for your
survey
-Joe Stanton
CEO - Elevate
Sole property of Elevate | October 2014

3. 3
Selecting the Right Incentive

4. Selecting the right incentive
4
Pros And Cons Of Different Incentive Types
Incentive Type Pros Cons
Free Products or
Service
• Highest response rate
• Incremental visits
• Customers may not spend
money when they return to
receive free product/service
• Variable cost associated with
free product
Discounted
Products
• Good response rate
• Customers must spend to
receive
• Variable cost associated with
discounted product
Sweepstakes • Reward is less costly, as not
everyone gets a ‘prize’
• Fixed cost
• Lower response rate
• Additional laws to follow
regarding sweepstakes
Donation to
Charity
• Good response rate
• Fixed cost
• ‘Feel Good’ Factor/PR

5. Selecting the right incentive
5
Case Study: No Incentive Is Not An Option
Surveys Completed
Per location in 30 days
4
30
Completion rates
improve significantly
when incentive is offered
No incentive $1 off coupon
Objective
Increase the number of completed surveys
per location.
Solution
Offered $1 off coupon incentive for anyone who
completed the survey.
Results
Completed surveys went from about 4 surveys
per location/per month to nearly 30 surveys per
location/per month – a 650% increase in
survey responses.1
}

6. Selecting the right incentive
6
It’s Not Just About The Money
Donations to charity can drive similar
response rates to other types of incentives.
Establish a fixed cost to a customer feedback
program when donation to charity is used as
an incentive.
To ensure the most success with using a
donation to charity as an incentive, be sure to
align the charity with the brand.
A donation to charity incentive generally results
in more realistic scores, since it appeals to a
more broad customer base.
- 59% of surveys will have perfect
score with charity incentive versus 65%
from coupon incentives.1
- 13% of surveys with charity incentive will
have neutral scores, compared to 7% for
coupons.1

7. 7
Inviting Customers to Provide Feedback

8. Inviting your customers to provide feedback
8
More Is Better
Invite your customers to provide feedback
through as many channels as possible.
Your customers use a variety of means to learn
about your store or restaurant, so it’s imperative
to meet them where they are.
Invite customers to take part in your customer
feedback program using:
- Receipts.
- In-store signage.
- On-premise tablets.
- Email.
You can also reach them through integrated
platforms such as:
- Mobile pay.
- Online reservations.
- Shopping cart (checkout).

9. Inviting your customers to provide feedback
9
Using Receipts
Printing your survey invitation on a
receipt lets your customers relay
important information when it’s
convenient for them.
- Print the invitation on every receipt,
every time. You don’t want to run the
risk of missing an opportunity for
feedback.
- Call out your survey link by
highlighting it or asking your staff to
circle it while they tell the customer about
the survey.
- Your receipt usually contains all of the
pertinent information your customer
needs to take a survey (e.g. when they
visited, who helped them, the specific
products they encountered, etc.).
Your Restaurant
Location: Anytown, USA
Server: John Smith
Time: 12:30pm
Total Food: $30.99
Total Bev: $21.49
Subtotal: $52.48
Tip: _________________
Total: _________________
Signature:
_____________________________
We want to hear from you! Tell us
about your experience at:
www.talk2us.co/YourRestaurant

10. Inviting your customers to provide feedback
10
Can’t Print on a Receipt? Try These In-Store Options
Guest check presenters Stickers In-store signage

11. Inviting your customers to provide feedback
11
Using On-Premise Tablets
Feedback
Customer Takes
Survey at Table
Transactions Resulting in
Completed Survey1
vs.
Best-in-Class
Mobile Survey Program
On-premise
Feedback Program
Transaction
Invitation
Server Hands Tablet to
Customer & Runs Card
Incentive
Email Coupon,
Sweepstakes, or
Donation to Charity
Thanks
Server Takes Tablet
and Gives Back
Credit Card
The benefits of on-premise
tablets include:
- Immediate feedback.
- More responses, which leads
to greater accuracy.
- More second chances when
things go wrong.
- Better opportunity to channel
feedback into the organization
versus onto review sites.

12. Inviting your customers to provide feedback
12
Using Email Invites
A well executed email invite campaign should yield
a 20-30% response rate.1
There are several factors and best practices that
should be followed, including:
- Include an incentive.
- Send at least one reminder.
- Branded, short message. Include only one
call-to-action in the email.
- Invite people only as often as it makes sense.
- For example, a coffee shop should invite
high volume customers once per week
versus every visit.
- Give customers the time to have a full customer
experience prior to emailing the invite.

13. Inviting your customers to provide feedback
13
Integrating With Other Platforms
Invite customers through the technologies
they’re already using.
Your customers are using a variety of
technologies to interact with your business.
Meeting them where they already are will make
giving feedback more convenient, and ultimately
result in more completed surveys and a better
experience.
For a restaurant, integrate your program into
mobile pay and mobile order
systems, as well as various reservations
platforms.
In the retail space, using the existing
checkout or shopping cart to invite
customers to share feedback.

14. 14
Driving Awareness of Your Survey

15. Driving awareness of your survey
15
Tell Your Customers You Have A Survey
It’s hard to find something if you don’t know
to look for it.
Customers will not find your survey on their own,
you must inform them. The easiest way to get
more completed surveys is to proactively let
customers know how to take your survey.
- Highlight or circle the information on receipts.
- Simply ask them!
- Use in-store signage or eClubs to highlight
improvements and be transparent about
scores.
- Talk about it on your website.
- Send out invites in post-purchase or purchase
confirmation emails.

16. Driving awareness of your survey
16
Case Study: My Burger Business Card Invites
Objective
Increase the number of survey responses per location
by creating additional awareness of the customer
feedback survey program.
Solution
My Burger created business cards to hand out with
each transaction.
Results
Survey responses jumped from 20 surveys per
location/per month to 150 surveys per location per
month – a 650% increase in survey
responses1

17. 17
Coming Next
In Chapter 4, we’ll explore …
ü The importance of a champion.
ü Establishing the right culture.
ü Aligning with current programs
and processes.
ü Motivating for success.
Chapter 4 coming soon!

18. 18
Learn more about Elevate…
Sources:
1. Elevate Customer Data
Elevate is the easiest and most affordable way for restaurants and
retailers to survey customers who recently dined in one of their
restaurants or shopped in one of their stores. It allows all sizes of
restaurants and retailers to:
- Get immediate feedback from real customers;
- Follow up with upset customers to get them to come back; and
- Have better conversations about performance.
- Channel feedback into the organization versus onto review sites.
Start your free 30 day trial today. There are no setup fees and no
contracts.
Learn more about Elevate by visiting www.elevateresearch.com.
Connect with us:
Sole property of Elevate | October 2014

19. let’s create a better experience
19