Introduction
In 1750, Benjamin Franklin shared his insights on electricity in a letter to the Royal Society in London, acknowledging its length: “I have already made this paper too long, for which I must crave pardon, not having now time to make it shorter.” Similarly, French philosopher Blaise Pascal in his Lettres Provinciales wrote, “I would have written a shorter letter, but I did not have the time.” These historical quotes remind us of the value of brevity, especially when collecting feedback in agency evaluation surveys.
Why Brief is Best in Feedback
Good feedback is short and action-oriented. Busy marketing directors and procurement leads don’t have time to read pages of text. They need clear points that help them understand what went well and what didn’t.
People taking surveys are also often short on time. A few well-chosen comments can provide the extra information that helps make sense of the ratings provided. This information can lead to better discussions and decision-making in your agency review meetings.
Using Feedback to Improve, Not Complain
As Benjamin Franklin said, “Any fool can criticize, condemn, and complain — and most fools do.” Feedback should help improve outcomes with a clear action plan.
When providing feedback on issues, it’s better to give specific examples instead of broad generalizations. It’s important to describe what was observed while keeping emotions out of it. Broad statements can make things worse instead of solving the problem at hand.
Training for Better Feedback
Consider providing some guidance or training before your next agency evaluation survey. This can help survey participants provide feedback that is brief, emotionally intelligent, and focused on outcomes. The result is more valuable feedback that helps improve client-agency relationships and drives better results.
Simplicity for More Effective Feedback
Just as Benjamin Franklin and Blaise Pascal observed centuries ago, the ability to communicate succinctly is a valuable skill. When it comes to agency evaluation surveys, brief, focused feedback helps relationship owners understand the challenges of a campaign or engagement more clearly. By providing guidance, with a focus on concrete examples and thoughtful responses, survey participants can deliver more actionable insights. The goal is to use this feedback to drive better marketing outcomes and strengthen client-agency relationships.
Read our article on how to improve your agency evaluation survey response rates