Closing the Feedback Loop: Sharing Results with Online Community Members & Respondents
Posted by Jeffrey Henning on Thu, Apr 02, 2009
I wanted to elaborate on one of the Seven Deadly Sins of Online Community Management: "Greed: Failing to share with community members the results of feedback and the changes inspired by the community."
When surveying customers, employees, community members and other key constituencies, your respondents complete the survey because they value their relationship with you, and they want to see you improve. Implicit in the fact that you sent them a survey is your intention to learn, adapt and change based on the results. Accordingly, to close the feedback loop with respondents and community members, you should:
- Explain what you're using the data for
- Share summaries and slices of the data
- Identify actions you're taking as a result of survey
- Consider using web seminars, video conferences and meetings to share data
Many survey-software applications include the ability to send a thank-you notice to all respondents. This is an excellent way to point out some of the above.
With the survey completed, use the occasion to stimulate additional participation and tease out feedback that elaborates on some of the points raised. For the long-term success of your online community or survey panel, you have to demonstrate to participants that you value their participation and will use it to serve them better in the future. Closing the feedback loop is the best way to achieve steady participation and response rates over time.