I think we can all agree that the first step in measuring the customer experience is compiling your customer data, but not all data is equal (especially when it comes to customer feedback data). Why? Because the way you collect your customer feedback matters!
The means of collection often dictate the quality, depth, and helpfulness of the feedback. From there, it affects the quality of the insights you get when you analyze that same data.
If it all comes back to the “how,” then it’s clear that you need to be selective about your listening methods so you can get to the “why” behind your customer feedback.
One place where you need to be especially selective about your “how” is with the intercepts on your website. The ultimate goal of intercepts is to get valuable feedback about your website and user experience so you can innovate and improve. However, we are finding that the common intercept practice of a pop-up window appearing immediately upon entering a website is problematic; it could be disruptive and defeat the purpose of an intercept.
Here’s why this common practice could be harming your user experience:
When a customer is casually perusing a site, a random pop up can feel intrusive to the overall experience; they can feel hassled or like their interaction with your site has been interrupted. Ultimately, what may have been meant as a well-intentioned prompt can feel invasive and could cause a customer to abandon your page to go elsewhere.
If a survey window pops up as soon as a customer arrives at your homepage, your customer has not been able to get a look at the full page, much less get an impression of how it functions or if they have any suggestions. Therefore, they most likely won’t have much feedback to give you —if they choose to participate in the survey at all.
Traditional practices with intercepts are one-size-fits-all; very rarely are they customized to ask the right questions at the right time. This lack of customization means the questions asked are not directly relevant to a customer’s individual experience, leaving the brand with shallow feedback that won’t make a real difference.
Long story short, if you’re collecting feedback using this intercept method, you could be stunting your CX efforts before they even start.
When your prompts feel intrusive, ill-timed, and irrelevant to a customer’s journey, customers could ignore the survey entirely or give low-quality feedback because they feel rushed or haven’t had enough time to really experience your brand. However, when intercepts are used correctly in a way that enhances user experience instead of interrupting it, they can prove to be a powerful tool.
To learn how you can create timely, customized, and inviting intercepts, download InMoments newest eBook, “Digital Intercept: How to Collect Customer Feedback Without Ruining the Experience” today!