Surveying during Pandemic (COVID-19 effect on scores and response rates) — Qualtrics Community
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Surveying during Pandemic (COVID-19 effect on scores and response rates)

Karvida CACommunity Member, XM Advocate, XMPN Member, Qualtrics Brand Admin Qubie ✭

Hello fellow CX practitioners,
Wondering if anyone else is planning to push larger relationship-style surveys out a few months while this COVID-19 situation settles. Seems like we'll end up needlessly bugging customers for metrics when they have more pressing issues, and candidly the response rates and scores may be negatively impacted as well.


  • MsIreen
    MsIreen FinlandCommunity Member, XMPN Member, Qualtrics Brand Admin Superuser ✭✭✭✭

    I actually think that as many people nowadays are stuck in their homes and bored, the response rate will be much higher.
    We are not planning to launch any relationship surveys soon, but i would advice on including some introduction part about the pandemic, just to make people know that you actually care about their well-being as well.

  • AdamK12
    AdamK12 Bethesda, MDCommunity Member, XMPN Member, XMPN Champion, Qualtrics Brand Admin Sage ✭✭✭

    @Karvida I agree with @MsIreen -- there may be a positive impact on response rates, but brands/companies also have to be really careful about their perceptions right now. All hands are on deck to defeat the virus, so now may not be the time to ask about decision rules for purchasing a particular product or service, particularly one that is expensive or involves personal contact (Sports leagues, for example -- don't have their core product to sell so have to get creative about 1) showing empathy to their fans and 2) providing something else of value until the games start back up again.) And also to show empathy to those who are affected, whether by the illness, social distancing and shutdowns, economic dislocation, etc.

  • Karvida
    Karvida CACommunity Member, XM Advocate, XMPN Member, Qualtrics Brand Admin Qubie ✭

    @AdamK12 agree. It will be interesting to see how it impacts rates for B2Cv B2B (some B2B workers are seeing increase in workload due to COVID-19 thus have less time to answer surveys). Another theme I'm hearing from parents working from home is that they have extra workload of taking care of kids education from home, adding to their stress and long days. It's going to be helpful to see trends from folks in this community. Will we see more mobile users, for example?
    Keep sharing your observations! :-)

  • XMScientists
    XMScientists XM Scientist Qubie ✭

    Bruce Temkin had a great blog post a few weeks ago with recommendations on adjusting a CX program during the COVID-19 crisis:

    There are also a collection of additional posts on the that provide additional guidance!

  • AdamK12
    AdamK12 Bethesda, MDCommunity Member, XMPN Member, XMPN Champion, Qualtrics Brand Admin Sage ✭✭✭

    @Karvida Thanks very much -- my organization just completed an initial survey based on the Qualtrics pandemic pulse survey model. (Being a part of a U.S. federal agency, we had to make considerable edits to the survey to suit our population. We can't ask questions that seem to set expectations about any new benefits, etc. that people could receive, and we were asked not to refer directly to COVID, although a number of respondents did so when asked to elaborate on their responses.) We had a decent response rate of just under 40 percent.

    The topline findings that staff are adjusting to telework and have at least some level of comfort with teleworking; the level and content of communication from leadership is appropriate; and staff generally have the IT equipment and tools that they need to telework effectively.

    Beyond that, it's notable that a number of respondents in verbatim comments noted the challenges involved in managing both work and family while teleworking, and that boundary-setting seemed to be an issue for many people. These insights gave our managers some useful things to think about and to consider what kinds of updates and outreach they will continue to send out.

  • UgamIC_Christine
    UgamIC_Christine Rochester, NYCommunity Member, Qualtrics Brand Admin Guru ✭✭

    In the retail space, if you have surveys that are triggered off the back of a purchase behavior, you may want to consider temporarily changing your survey design to be more sensitive to how consumers are feeling about the return to in store shopping - and how those experiences have changed with new rules, policies and processes in place to keep them safe. Focus less on things like NPS and more about how they are handling transitioning back to shopping and what their feeling. Look for opportunities to help customers adjust to new norms. It also is a perfect time to get frontline feedback from employees - they as well have new processes to onboard and new experiences that will impact customer experience - as well their own employee experiences.

  • AdamK12
    AdamK12 Bethesda, MDCommunity Member, XMPN Member, XMPN Champion, Qualtrics Brand Admin Sage ✭✭✭

    @UgamIC_Christine I totally agree about the retail space -- and in addition to the disease state dynamic, with 24+ million unemployed there is also a heavy economic element to how people are making decisions -- in other words, they are not buying anything that's not absolutely necessary when the rent is due on May 1. Especially in consumer retail, companies need to think about the appropriateness of marketing messaging right now.

  • DashboardNinja
    DashboardNinja Livonia, MICommunity Member, XMPN Member, Qualtrics Brand Admin Qubie ✭

    Agree with all that is mentioned above, and want to add that Message Testing is even more critical during this time. For example, companies who fight their employees' unionizing efforts and refuse to provide essential employees with masks should not be advertising how employees are the core of their business.

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