Member satisfaction surveys can be really misleading if you do them wrong. There are countless reasons why you might get inaccurate or biased results:
- You ask the wrong question
- You ask the wrong people
- You send surveys at the wrong time
The list could go on. However, let’s not focus on what to avoid. Rather, we’ll zoom in on one thing you can do that will always give you more reliable results.
Let’s dive into the world of drip campaigns.
What Are Survey Drip Campaigns?
Drip campaigns are named because they’re like a leaky faucet. Imagine a steady drip, drip, drip, constant, almost like clockwork.
Now imagine that instead of drips of water, we’re talking about sending member satisfaction surveys. Survey, survey, survey. Steady, constant, just like that leaky faucet.
You’re not turning the water on all the way. You’re just allowing a small, controlled amount through at a consistent interval.
When sending surveys, you’ll send to only a small portion of your member base each time.
Generally, you can conduct drip campaigns with automated emails. However, depending on your communication capabilities and capacity, this could also include text messages or push notifications.
Why Are Drip Campaigns So Valuable?
Remember the potential for bias and inaccuracy in surveys? There’s wrong people, wrong question, wrong time, and so much more.
Well-run drip campaigns avoid a lot of bias when they do the following:
- Select members almost at random: selecting only members who have recently opened an account, taken out a loan, visited a branch, etc. typically results in higher numbers because you’re surveying your most engaged members.
- Use standard question phrasing: the NPS question language (for example) can’t be changed or modified without also affecting the result.
- Send over consistent channels: you can imagine that sending texts or push notifications will likely select younger members, affecting response rates over different demographics.
- Send at consistent, predictable times: discover when your best open, click, and response rates are, and then send at those time.
When done right, drip campaigns eliminate a lot of sampling bias in your member experience surveys. More importantly, they provide consistent feedback across all member demographics.
Create Better Surveys
If you’d like to send better surveys to your members, LiveSurvey can help.
LiveSurvey is a credit union-specific survey platform that can trigger, collect, and report on surveys in real time. LiveSurvey has helped many credit unions find, understand, and improve their member experience metrics.
To learn more about creating NPS drip campaigns and member experience surveys, download our full guide here:
