Nowadays, many of the businesses running customer surveys link them to discount codes. It is an arrangement where the people who complete the surveys are rewarded with discount codes. So the agreement is that the survey participants who received the discount codes would present them when they go shopping in the future. Then, after presenting the discount codes they would be given discounts. In this article, we will be trying to figure out how the said customer survey discount codes work. We will start by answering the question as to why the customer survey discount codes are offered, in the first place. Then we will go a step further and find out how the customer survey discount code system is implemented. We will then look at the alternatives to customer survey discount codes. Finally, we will examine the effectiveness of the customer survey discount codes.
Why are customer survey discount codes offered?
Businesses offer customer survey discount codes in an effort to encourage more people to take part in their surveys. You have to appreciate that is not always easy to get people to see why they should take part in the surveys. Taking part in a customer survey takes a bit of time and energy. So people want to know what is in it for them. They want to know what they stand to gain, after spending their time and energy taking part in the survey. So this is where the customer survey discount codes come into the picture: as an incentive for people to take part in the surveys. You find that the number of people who are willing to take part in a customer survey is likely to go up the moment you link the survey to a discount code. There are still some people who would take part in a customer survey, even without tangible rewards (like the discount codes in question here). But such people are few and far apart. Most people want a ‘tangible reward’, for having expended their time and energy taking part in the survey.
How is the customer survey discount code system implemented?
The implementation of the customer survey discount code system is fairly simple and straightforward. It is a scheme where a business launches a customer survey, aimed at getting feedback from its customers. Then, in order to get more of the customers to take part in the survey, it promises them that they would be rewarded/given a token of appreciation, in the form of discount codes, upon completing the survey. The idea is to get as many of the customers as possible to take part in the survey.
Nowadays, web-based customer surveys are designed in such a manner that the questions are served sequentially: one after another. So what happens in this case is that, upon getting to the last screen (that is, after answering the last question) in the survey, the survey participants are taken to a screen where they find the discount codes. Usually the arrangement is one where the discount codes are supposed to be entered into spaces that are provided on the customers’ receipts. Then the customers are supposed to present those receipts, (with the discount codes filled in) the next time they go shopping. Upon doing so, they are given discounts.
On the vendor’s side, the checkout system may be programmed in such a manner that it recognizes the discount codes, and awards the applicable discounts accordingly. Of course, there is usually a verification system in place, to ensure that the discount code entered tallies with the receipt number used to complete the customer survey.
To ensure that the survey discount codes are not abused, we usually have some ‘terms and conditions’ put in place. For instance, you find that a person is entitled to only one discount code for a certain duration of time (say, one discount code per day or per week). Or you find that the discounts are only applicable on certain items, and not others.
What are the alternatives to customer survey discount codes?
One popular alternative to customer survey discount codes is that of sweepstakes. So this is another arrangement where the customer survey participants are promised that, upon completing the survey, they would be entered into sweepstakes drawings. Sometimes, the customers are given lists of ‘past winners’ so as to get them to see that they too have a ‘chance to win’.
Another alternative to customer survey discount codes is where some companies opt to give the survey participants monetary incentives. So this then amounts to paying people to take part in the surveys. It is highly effective (people will do almost anything for the money), but it also has great potential to be abused.
We also have some business that eschew survey incentives altogether. So they opt to have their customers take part in the surveys just for the sake of it (without the promise of any incentive). The customers are just told to give their feedback, with the promise that the feedback would be acted upon. This way, you end up with fewer people taking part in the survey. But these are individuals who are there to give feedback, as opposed to individuals who are there in pursuit of the incentives (discount codes, sweepstake entries… and so on). The problem with running a survey that is linked with incentives is in that you can’t quite tell whether the people who are taking part are doing so with a genuine objective of giving feedback or whether they are just after the incentives. So that is why some businesses opt to eschew the customer survey incentives altogether.
How effective are the customer survey discount codes?
Going by the number of customer surveys that are linked to discount codes, we can only believe that the discount codes are highly effective. So this is a situation where anecdotal evidence shows that almost 50% of all surveys are linked to discount codes – where participants are promised to be given one type or another of discount upon completing the surveys.
The good thing with customer survey discount codes is the fact that ‘everyone is a winner’. Everyone who takes part in the survey gets a reward, in the form of a discount code. That is unlike a sweepstakes scheme, where only the ‘lucky few’ end up winning prizes. But on the downside, the discount code scheme can be costlier to implement than the sweepstakes scheme.