I get emailed five minute and seven minute survey requests from hotels I’ve stayed at and other companies that I have conducted business with. I never fill them out with the main reason being the 5 and 7 minutes time requirement. It is just not that important to me.
But… if they were to send me a one minute survey I would be more likely to complete it. One hotel sent an email with two options. A one minute and five minute survey. Smart. I completed the former.
Surveys are useful things and reducing the survey to even one question ie. “would you refer us to your friends and family?” will more likely be completed than one with fifty questions. If they answer yes to that, you know you’ve done a great job. Adding a section of ‘additional comments’ is also useful.
Treating customers time as a priority will more likely get you the responses you are after