When we think about the issue of over-surveying, we generally think simply about the number of surveys that are sent. However, the issue is not just about the number of surveys. It could also be the maintenance of your Qualtrics directory where all your contacts are housed.
One of the primary causes of over-surveying is an unorganized directory. Consider the numerous Qualtrics users sending surveys, often utilizing separate contact lists that may overlap, the contact directory can become cluttered with duplicate entries over time. This disorganization can lead to violations of your organization’s opt-out policies. If an individual requests to be opted-out but appears multiple times in the directory, they may inadvertently continue to receive surveys from your organization.
The short-term issue is obvious. Individuals receiving too many surveys become frustrated. Over-surveying leads to survey fatigue which results in low response rates. The long-term issues are even more significant. Modern XM programs are striving to deliver a more personalized experience by monitoring the individual journeys of each customer. It’s a worthy goal, but simply unachievable with duplicate records of your customers.
Walker can help. Our team can perform an inventory of your database to identify duplicate contacts so they can be deleted. We can also merge the data from multiple survey responses so you retain all the insights your customers have provided.
Your Qualtrics platform is a valuable source of information for your organization. However, it must be maintained, and your directory is often the best place to start. Contact your Walker account representative for more details on how we can help you maximize the value of your Qualtrics platform.