SMS Surveys

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Market research 04 12

What are SMS Surveys?

The invention of smartphones has everything that has become easy for us to do. You can search for any information within seconds, or talk to anyone any minute via many features on your mobile. 

SMS or text message is one such feature that allows you to send anyone any information in just a few seconds. The speed makes it easy to share surveys through SMS to any of your customers, all you need is their valid contact information. Moreover, it takes only 90 seconds on average for a person to reply back to an SMS. 

SMS survey helps you collect customer feedback just like any other channel. However, because of the ease and daily use of SMS, the response rate of the survey is 7.5 times higher than email surveys.

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Why should you use SMS Surveys?

SMS Surveys1
  • Forbes says that within 3 minutes, 95% of your customers open and read your SMS.
  • More than 50% of people prefer contacting customer service via SMS than using other channels.
  • The open rate of an SMS is 98% in comparison to email. 

Apart from these three data to support the benefits SMS survey can provide you, there are some others. Sending a personalized text message with a survey added in it can become your most advantageous tool for collecting customer feedback. 

High Response Rate: Smartphones are so common that it has now caught up to 67% of the world population. And, with an open rate as high as 98% makes SMS a very popular channel. This also means that customers are more likely to take the survey than ignore it because the response rate is linked with the open rate. 

Fast Response: The ease of responding to the survey via SMS makes the response time fast. Smart Insight, reports 31% of people to reply to an SMS within 5 minutes. This means that you receive feedback in real-time. 

No Pressure: SMS survey allows people to reply whenever they feel comfortable. It does not require them to respond to the survey immediately which makes it easy for the receiver to take their time to reply.

Easy to optimize: Once a customer provides you with their contact details it does not take much effort to administer an SMS survey. You can customize your message and add the survey link or a relevant question. Then all you need to do is send the message to the customers.

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When to use SMS Survey?

SMS Surveys3

Event Feedback – Customer engagement SMS Survey 

You can use SMS to ask your audience about their opinions on an event or workshop organized by you. You can ask a simple question to measure NPS or CSAT after the event ends. This will help you collect customer feedback on their experience right after the event. 

Product Feedback – Post Purchase SMS Survey

After a customer purchases a product from your store you can send them an SMS survey within 24 hours. Because their shopping experience is still fresh they will be excited to give you their opinion on the product. SMS surveys can make it easier because they will need a few seconds to reply to you back. 

Service Feedback – Flight or Cab Experience 

Just like “Uber” asks their passengers to rate their experience right after the trip ends and payment is completed.
A quick and short SMS survey asking about their flight experience after they land and collect their language will help you collect their suggestions and feedback. You can use the immediate response to examine your own company inside-out and improve where required.

Delivery Feedback 

Whether it is food delivery or package delivery, delivery service is the most important phase of completing a customer’s purchase journey.
You can use an SMS survey to ask them if the delivery executive was good or if the parcel was properly delivered. Customers are more likely to share their opinion on their satisfaction with the delivery service. 

Support Feedback 

After your customer calls your customer support for help with their issue, you can send them a short message asking if your support manager helped solve the problem. You can further follow up with their response by asking if they have any suggestions. This will help you learn if your customer support is providing quality service or not.

Best Practice for SMS Surveys

SMS Surveys2

Keep the message short: The character limit of a text message is 160. If you try to send a long message it will break down which will make it difficult for the receiver to understand. 

To send a nice and understandable message, create an SMS with few words. Get to the point. Don’t waste the message with unnecessary context. If you are embedding the survey in the message, ask the question in a few words. 

Introduce yourself: It is always better to let the receiver know who is sending the message. Customers receive messages from a lot of brands and people. They may not notice if you send an SMS without any mention of who you are.
Adding an introduction and letting the customer know who you are, increases the likelihood of them responding to the survey. 

Follow-up: Your customers are not always available to reply to you. Moreover, they receive many texts each day which means that your SMS may get lost in those countless SMS. 

This is why it is important that you send them a follow-up message to remind them and give them another chance. You should also follow up with a call or text after your customer reply.

When to Send: The best time to send an SMS survey is after they make a purchase or interact with you. If you send them an SMS survey immediately after interaction it is more likely that they will respond. 

However, if you have customers in different regions it is best to send them the SMS survey depending on the time zone.
SMS software often provides the option to send the text based on the local time of the customer. This way you can make sure that your customers receive the SMS survey when it is most convenient and not in the middle of the night. 

Permission of your Customers: The Telephone Consumer Protection Act regulates the practice of how you should contact people. If you fail to abide by the rules, it will lead to a fine and harm the trust your customer has in you.

Ensure that your customers have given you their consent to reach them via SMS. Additionally, you should give them the option to opt out of receiving SMS from your brand. This also shows that you want to protect your customer’s rights and puts you in a favorable light. 

Don’t send too many SMS Surveys: Limit the number of SMS surveys you send your customers. If you send them SMS frequently, this will reduce the importance of the message. This can also lead to your customer opting out of your service.

Send them a message only after some action made by them. For example, send them a customer satisfaction or likelihood of recommending survey after they make a purchase. 

Personalize: Sending a generic message will bore your customers. They are less likely to respond if they know you are sending a bunch of similar messages to others. 

You can use their name and include some details of why you are reaching out to them. Personalizing your message even a bit can help you boost the response rate. 

Make it Mobile-friendly: When you are sending a survey link via SMS, you should ensure that the survey page is mobile-friendly. Because it is an SMS survey, your customers are going to open the survey on their mobile. SO, it is important that the survey page has a good user experience.

Disadvantages of SMS Survey

Limited Contact Information: You can send your SMS Survey to those people who have shared their contact information with you. This may lead to non-response bias because customers may respond to the brand they like to avoid other brands. This means that you will miss out on the honest opinion of several customers.

FAQs

If your customer has given you their permission to contact them through text, you can send them an SMS Survey. However, you have to make sure that your customer has given you their consent to contact using SMS.

SMS Marketing is governed by the Federal Communication Commission. Marketers who fail to follow the codes of practice have to pay fines and face penalties.

SMS Survey has an open rate of 98%. With 90% of SMS opened within 3 minutes. This makes the SMS Survey effective and responsive.
Moreover, SMS has a response rate of 7.5 times higher than that of Email Surveys. This makes SMS a popular channel of communication for customers.

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Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.

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Great Research
Fast Insights
Best-in-class ROI

Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.

Join 500 + global clients across 40+ countries