A Better Way to Solicit Customer Feedback

Dear Valued Customer,

As part of our ongoing efforts to continuously meet or exceed your expectations, we would like to ask you a few questions about your recent customer experience.The attached survey will take no longer than five to 10 minutes of your time; in return, we will enter your name in a weekly drawing to win a $25 Amazon gift card. Thank you for your continued support of XYZ brand! 

Dear Valued Company,

Who has five to 10 minutes of time to spare any more? And, if I did, why would I waste them by answering leading questions on your ugly Survey Monkey form? 

But, then again, perhaps you don't care about sample bias because your sales representative already told me to rate your service as EXCELLENT when I purchased your product. 

I suggest you take a look at what the folks at Jetsetter are doing instead. This email (above) asks me only one question, and it's easy to click on from my desktop or a mobile device. Once I did, only four more questions appeared, each equally simple and direct, which I could have chosen to answer or not.  

I bet that dramatically increases JS's survey participation rate—a big problem since so many companies are now soliciting my opinion about everything. 

No, that doesn't remove survey bias. But it certainly reduces my bias toward companies that send me pesky email solicitations and self-serving questionnaires. 

If you truly "value" me as a customer, I hope you will take that feedback to heart. I eagerly await the outcome of your weekly drawing!

Sincerely, Frank J. Oswald