How to leverage digital invitation methods to collect richer customer feedback

Reuben James | Aug 4, 2021 Reuben James 08/04/21

As customer feedback methods evolve alongside cross-channel interactions, it’s no longer enough to rely on printed invitations from your POS or EHR systems. Consumers are continuing to turn to digital touchpoints, and brands must adopt innovative engagement methods to collect feedback across the customer journey.

Based on cross-client analysis, this blog highlights the benefits of email invitations, the variety of methods available for collecting customer feedback across digital channels, and how brands can make the most of their digital invitation methods.


What are the benefits of collecting customer feedback using email surveys?

The most widely used digital collection method, email invitations provide a variety of benefits, including:

  • Higher volume of feedback: On average, clients using email invitations see a 20% increase in valid responses.
  • More representative sample: With 10% more feedback from less frequent customers than POS receipts, email invitations expand the reach + impact of your program.
  • More holistic insights: By collecting more valid feedback from a broader set of your customer base, it’s easier to make strategic improvements that impact the entire organization.

While the impact varies across industries, it’s important to note the increase in sample size and representativeness nearly always results in a drop in Overall Satisfaction (OSAT) scores (as illustrated below). Be sure to communicate early and often that the shift in scores is expected and will ultimately help inform more comprehensive improvement strategies.

chart showing difference in OSAT scores-email and POS vs POS only

One more thing to note: As email remains the most effective digital invitation method, brands face an uphill battle in making sure their messages stand out. Be sure you’re creating click-worthy invitations by:

  • Crafting action-oriented subject lines + succinct (but informative) messages
  • Designing emails to increase engagement + mobile optimization
  • Streamlining data capture processes with more targeted responses
  • Balancing the total volume of emails your customers receive

What additional methods are being used to collect customer feedback across digital channels?

Beyond email invites, there are a number of digital invitation methods that can broaden the scope of your XM feedback. Here are the top 3:

1. QR code: Enhance printed invitations (posters, signage, menus, etc.) with a code that can be scanned by a mobile device (Important note: though QR code usage had started to fizzle out, the method regained popularity during the pandemic as a safe option for customers wanting a contactless experience).

2. SMS text: Send either a standard invite with the link to your survey or use two-way messaging for short surveys.

3. In-app: Link out or survey within your own branded application.

Similar to email invitations, each of these methods will have various effects on your response rates and Overall Satisfaction scores. Through a cross-brand analysis, here is the impact we saw with a group of SMG clients:

chart showing OSAT changes between different invitation methods

Choosing the right invitation method is paramount for getting a healthy response rate and representative data. And the better your response rate, the bigger your data pool—which means more comprehensive insights to better inform your business decisions. Work with your experience management partner to determine which method works best for your business, research goals, and your clients.


How can brands leverage digital invitation methods to collect the richest customer feedback?

With self-serve feedback technology, brands have the ability to hyper-target their digital invitation criteria to solicit the type of feedback they’re missing. Invitations can trigger micro-surveys based on time on site, number of visitors, number of clicks, pages visited, or a combination of factors specific to the user experience.

Use the criteria that make the most sense for the type of insight you need—whether it’s holistic site feedback, input from a specific type of user or journey, or site-specific issues hindering conversion.

Designing and deploying self-service digital feedback is a powerful asset to any experience management program. With the right DIY strategy, technology, and support, organizations have more control over digital engagements—creating smarter touchpoints, more relevant interactions, and richer insights.


It’s time to modernize your customer experience management program

“Digital transformation” is no longer a looming buzzword—it’s our everyday reality. And if you aren’t prepared to deliver a digital experience that meets or exceeds customer expectations, they’ll find brands that will. To survive and thrive, you must turn on digital feedback channels, pay attention to digital experience trends, and take steps to continually improve the digital customer experience.

For more on how to advance your experience management strategy to keep pace with customer expectations, visit our digital experience education center.


Reuben James | Director, Client Success

Customer Experience Update