Each email that lands in my inbox gets a 3 second value assessment before I decide to do it, delegate it, or dump it. If you ask me to take a survey and I don’t feel like you listened to the feedback I gave you on the first survey I completed, it’s very likely in my 3 second assessment your survey will be deleted.
A follow-up strategy is crucial to the success of your feedback program. Send an email communication to everyone who received your original survey and tell everyone what you learned from their feedback and what you plan to change. This will help those who responded AND those who didn’t respond to understand that you take feedback seriously, you are listening, and you are making changes in order to be better. Over time, your clients will trust and rely on your survey as a means to improve their relationship with you.