Getting great feedback from your customers is no easy task—but when your business is based on selling a service, it can be even more complicated. Unlike retailers or restaurants, your products aren’t a quick-and-easy item that comes in a package. Delivering a great service—one that keeps customers coming back—means building real connections with your customers. Fostering customer trust is always a factor no matter what you’re selling, but in the service industry it’s the most critical part of building loyalty.
Being a customer experience (CX) professional can be tough at times. Native to the world of big data and tasked with thinking big picture, you walk a fine line between the granular and the grandiose, constantly looking for ways to translate terabytes to insights.
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.
Once your customers have started your survey, you want them to stick around ‘til the end. A huge factor in getting a good feedback sample is survey length. And with so many people completing surveys on mobile devices, it’s even more important. Here are some ways to ensure your surveys are short enough to encourage good customer participation, while still getting the deep insights you need to inform better business decisions.
In today’s world, we expect everything to happen instantly—instant messaging, instant rebates, instant meals. And when everything is moving faster, customers expect you to keep up the pace. Brands have made huge strides in automating and streamlining standard processes in their customer journey—including things like mobile ordering, buy online/pick up in-store options, drive-thru windows, and on-demand delivery—but sometimes being fast remains an obstacle.
Learning something new can start you on a rollercoaster of emotion. Once we know the benefits we might get, we often want to jump right in. We fantasize about who we’ll become, and the endless pool of possibilities that wait on the other side of the learning curve. Once we take the first step toward the edge, however, we find plenty of obstacles stand between us and our goal. Our excitement wanes. We feel deflated and tired. We tell ourselves things like “If only I had known what to expect, I could’ve planned ahead.”
Think about your last purchase: Did you buy from a brand that was convenient—maybe on your route from home to office? Or did you buy from a brand that you visit over and over not because it’s particularly convenient or affordable—but because it’s a brand you love and want to spend your money with?
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.
Make customers happy. Get rewarded. Even simple, tried-and-true strategies like that one are hard to execute consistently. That’s why leading brands are investing more resources into customer experience (CX) measurement programs, which allow them to collect, analyze, and act on customer feedback in real time. But with increased investment comes increased pressure to produce tangible results.