Follow-up surveys had more than twice the average response rate!
An in the moment survey is offered at the time of service. It could be a link in an email response from a customer service rep, an after-call transfer to an automated survey, or a link in a chat dialog box.
A follow-up email survey is sent after the customer service interaction is complete.
TCFCR also found that sending a reminder email after the initial survey invitation typically generated an additional 5-point increase in response rates!
Some companies do follow-up surveys via telephone instead of email. TCFCR's data shows that those surveys get an average response rate of 12-15 percent, which is on par with in the moment surveys.
One thing to keep in mind is that this data is for B2C surveys only. TCFCR found that B2B surveys typically get a response rate that's half of what you'd expect from a B2C.
Increase Response Rates Even More
There are a few more things you can do to stack the deck in your favor.
One is to keep your surveys short. A 2011 study from SurveyMonkey found that survey completion rates drop 5-20 percent once a survey takes 7+ minutes to complete. The same study discovered that's usually around 10 questions.
Most surveys will gather adequate data with just three short questions.
Another way to improve response rates is through rules-based offering. A lot of customer service software platforms, such as Zendesk, have a built-in survey feature that allows you to adjust which customers receive a survey and when.
For instance, you might only send a follow-up survey once a support ticket is closed rather than after every single interaction. Or if you offer a subscription-based service, you might survey all customers when they reach the six month mark in their annual subscription, regardless of whether they've contacted your company for support.
You can learn more about response rates and other survey-related topics here.