Building a killer customer experience (CX) survey is no easy task. Once you’ve established the right invitation method, incentive, structure, length, and design—you may feel tempted to kick your feet up and leave it alone. But ensuring long-term success of your CX program means keeping track of how your survey is doing, even after you’ve put it all together.
Ten years of survey results paint a dismal picture. Hospitals don’t trust health plans. Physicians don’t trust health plans. And health plans register only a nominally higher rate of trust in hospitals and physicians.
We know great insights start with great feedback—and great feedback depends on a healthy sample of responses. We’ve discussed invitation methods, length, incentives, and structure as key survey elements in getting good participation—but design is critical, too.
Short surveys are all the rage in today’s customer experience measurement (CX) landscape. Unfortunately, some organizations are cutting survey content at the expense of valuable insights. In an earlier blog, we touched on some of the pros and cons of shorter surveys. Now we would like to give you a guide to help you make the right decisions for your measurement strategy.
There’s no doubt mobile will act as the primary enabler for the growing digitization of the customer experience. In the next 10 years, no new device will overtake the scale of the more than 6 billion mobile phones on the planet.
Surveys are the driving force behind understanding the customer experience. Customers see surveys as an extension of your brand, and when done right, they can positively drive your business strategy. To position your CX program for success, we’ve got 5 common pitfalls to watch for in survey design.
Getting a useful feedback sample is more than getting a lot of responses—the quality of those responses matters, too. Structuring your survey appropriately has a huge impact on the usability and depth of the feedback you get. Studies show the order of asks influences how people respond, so it’s important to be strategic in your planning. Questions that come earlier in the survey can provide context to questions that come later, so we recommend paying special attention to these best practices to get the most successful survey sample possible.
We all know customer feedback is critical for creating loyalty and driving financial performance. We all know customers are interacting with brands across more touchpoints than ever. And we all know customers will happily tell us the truth about our performance as long as we ask the right questions and take the right actions. But are we all thinking about our customer survey as a brand touchpoint? What type of brand experience are your customers having with your CX program?
There’s never been a more exciting time to be a customer experience professional. You have more tools that enable you to listen better, act faster, and outperform competitors than you’ve ever had before. In this series, we’ll explore 3 ways smartphones can take your CX program to the next level.