4 essentials for your customer surveys
I recently hosted a session at the CallidusCloud C3 conference at the beautiful Wynn hotel in Las Vegas with my colleague, Samantha Lang. The session was an open discussion about Customer feedback programs and to close, I proposed 4 key takeaways that I believe will help you design and run a Customer feedback program that helps you make the right decisions for your Customers and for your business. Here they are:
Key takeaway #1
You must provide the right data to the right people at the right time. I’m actually going to amend this slightly and say you need to combine your feedback with the right demographic data, then put it in the hands of the right people at the right time.
We often see fantastic collection programs that are just that – collection programs. Data is only really valuable if you do something with it and for that, you need integration and empowerment. Integration of your data to put it in the systems where the people that need it hang out, and empowerment of your people to use the insights effectively.
Key takeaway #2
Use an outside-in approach to designing your feedback program. The graphic at left gives you six viewpoints to consider:
These six aspects make up the Total Customer Experience and give you a balanced view of how your Customer feels about your organisation.
Key takeaway #3
Broaden your program to increase its value. Yes, you can and should continue to improve what you have, but there are many other ways Customer and employee feedback can be used to help you make better decisions. You should be collecting feedback across the entire Customer journey. Not only that, but don’t underestimate the power of just 1 response.
Key takeaway #4
Above all else, take action on your feedback. We see many programs biased towards measurement but measurement is not the goal. The reality is that to change the experience for your Customer for the better, you need to take action.
This may mean you need to rethink your survey design away from data collection to fill the executive dashboard, to collecting feedback based on:
> Outcome the Customer wants at that point in time.
> How the experience made them feel.
> And why they felt that way.
So there there they are. I will endeavor to expand on these topics in future posts so look out for those!