Participation in a customer survey will vary based on a variety of factors. One key factor is the survey deployment method. In person interviews, while extremely time consuming and expensive, have a high response rate, while paper-based surveys have a low response rate of usually less than 10 percent.
Telephone surveys have a high response rate of 30 percent or more, but they are time consuming and expensive. While some companies have attempted to use interactive voice response (IVR) systems to conduct telephone surveys, most customers do not respond as well as they do when a trained individual conducts the survey.
Online surveys typically enjoy a response rate of about 25 percent and a low deployment cost, which makes online surveys an ideal method for a customer survey under most circumstances. However, beware of using free or inexpensive online survey tools that don’t provide sufficient guidance for inexperienced survey designers. You will achieve better results working with a team of professionals with the expertise to ensure effective design and the psychological training to interpret the results of a customer survey correctly.