During the holiday season, retailers see an influx of shoppers in-store and online, but that is likely just the beginning of your customer engagement. For every new electronics device purchased, there may be an order question, an installation needed, or a technical support call. After any interaction along the customer journey, a survey lets you ask customers how you can serve them better. Well-done surveys on products, store layouts, web sites, and customer service help you keep customers and expand existing relationships. In short, smart surveys lead to smart business decisions.
Surveying Your Options
Voice of the Customer (VOC) or Net Promoter Score (NPS) programs can include a lot of survey options, including live person, interactive voice response (IVR), web-based, e-mail, and mobile SMS options. Pick the survey style that aligns with your business goals and preferred channel – or channels – to best communicate with your customers and get the best response rate.
As the old adage goes, “Don’t ask a question if you don’t want to know the answer.”
Plan your customer survey by starting with your goals and the alternative actions you are considering that could impact the customer experience. Formulate your survey questions, be it 1 or up to 7, so that all the answer options are clearly stated and presented neutrally – no leading the witness to get the answer you want!
Survey Success Requires Blending Art and Science.
Survey results can impact your entire organization. If possible, involve your marketing staff or a survey consultant since survey design requires applying both art and science. As art, the question is whether form follows function or vice versa, but when it comes to survey design, form definitely needs to follow function. If it is a web, email, or SMS survey, odds are it will be viewed on a mobile device and needs to be designed for that smaller screen. The science of getting surveys right is to succinctly craft your questions, identify your best target respondents, and select your survey form and delivery methodology.
Time Your Survey When You Are on Your Customers’ Minds
Survey timeliness is key, whether you’re asking customers to opt-in to the survey at the beginning of a voice call, a web site interaction, or a store visit. If your goal is to learn your customers’ satisfaction with your customer service or tech support area, offer the survey as soon after that interaction as possible. Call-backs, SMS messages, or push web surveys are great when sent quickly, while the interaction is still fresh in the customer’s mind. Having your survey solution linked to your contact center makes for an efficient process flow, versus the information waiting 2-5 days to get the information to an outside vendor. I often get proactive IVR surveys asking about my pharmacy experience and the first thing I have to figure out is when was the last time I printed out pictures or refilled a prescription – not a best practice!
Use the Free-Form Response for Only a Couple of Questions
Customers do not have time to write a treatise, and they will just drop out if a survey demands too much time and thinking. Use free-form questions to find out why customers think as they do or to get specific suggestions to improve your customer experience. Voice surveys can capture these free-form responses via recording and speech-to-text conversion for easy analysis.
For more information on how to implement smarter surveys, check out the Genesys Survey Solution today. You can also see our on-demand webinar Proactive Care Using Multi-Channel Customer Notifications.
Thanks for reading!