Customer Experience

A loyal customer is a valuable asset to your business. In fact, 64% of loyal customers are more likely to purchase frequently, and 31% are willing to spend more to stay with their brand of choice. Since customers have so many businesses competing for their attention, investing in customer loyalty can give you a major competitive edge.

What Is Customer Loyalty?

Customer loyalty defines how willing a customer is to repeat business with a company. Positive experiences compel customers to engage with you again. After all, if you’re meeting their needs and expectations, they have little reason not to trust you. Meanwhile, one negative experience can be enough to drive them to your competitors. 

Loyal customers help your business by:

• Purchasing your product or service repeatedly
• Recommending your brand to friends and family
• Boosting your engagement by interacting with you online
• Providing thoughtful customer feedback to help you improve

The Importance of Customer Loyalty

Customer loyalty is crucial to business growth and sustainability. 

Loyal customers tend to spend more over time and refer new clients. They also require less marketing effort to keep them engaged compared to new customers. Since a repeat customer has a 60-70% chance of converting, you’ll have to spend less on other conversion strategies.

Building customer loyalty results in higher retention, increased revenue, and positive word-of-mouth, which helps you stand out in competitive markets. To see how you could maximize your business revenue and ROI with InMoment’s voice of the customer (VoC) tools, fill out the ROI calculator below!

What Are the Different Types of Customer Loyalty?

In general, loyal customers are a by-product of excellent customer service. Positive customer experiences give rise to six distinct types of loyalty.

1. Happy customers
2. Price-loyal
3. Convenience-loyal
4. Loyal-to-freebies
5. Loyal-to-loyalty program
6. Truly loyal

Happy customers have never had reason to complain. They are satisfied with your offerings and customer service. Even though they often engage with you, your competitors can still sway them. For example, by selling the same product at a lower price, your competitor could convince your customer to try them out.

Price-loyal customers love your brand because of your pricing. Since affordability is key for them, they can easily leave if they find lower prices elsewhere. Retaining such a customer might seem simple, but you’ll have to compromise on your pricing model.

Convenience-loyal customers appreciate smooth and simple interactions. If you’re easy to find, contact, and buy from, they’ll become long-term consumers. Pricing isn’t a huge concern for them. So, if a competitor somehow offers an even smoother customer journey, they can be swayed even if it means they’ll have to spend more.

Freebie-loyal customers are drawn to your free offerings. For example, if your cafe offers free WiFi, you’ll attract many of these customers. They might not necessarily buy your coffee or other menu items, though. As a result, these customers don’t really contribute to your revenue streams despite being loyal to you.

Loyalty-program loyal customers appreciate your loyalty rewards more than the products themselves. When choosing between businesses, they focus on which one offers the best deals or discounts. Despite your pricing or convenience, you can retain these customers if you reward them well for their loyalty.

Truly loyal customers love your brand in every sense. They appreciate your offerings, convenience, programs, and customer service. As a result, they interact with you repeatedly and encourage others to do the same.

What Kind of Experiences Are Customers Loyal To?

Customers are loyal to experiences that save their time, make them feel valued, and satisfy their needs. The following aspects contribute to experiences that drive loyalty:

• Consistency: Customers expect reliable service and product quality whenever they interact with your business. A consistent experience builds trust and encourages repeat business.
• Quality: High-quality products and services are crucial to excellent customer experience. When customers see an unwavering commitment to quality, they are more likely to choose you over competitors every single time.
• Loyalty rewards: Offering rewards for repeat purchases incentivizes more loyalty. Discounts or points-based programs make customers feel valued and encourage long-term engagement.
• Nostalgia: Experiences that evoke positive memories can strengthen loyalty. For example, a sneaker brand releasing a new product line paying tribute to an iconic athlete would help it connect with nostalgic sports fans. Familiarity and nostalgia create a sense of connection that can strengthen customer relationships.
• Personalization: Experiences tailored to customer profiles encourage loyalty. This is because they make customers feel understood and appreciated.
• Convenience: Customers are loyal to brands that make it easy to find, purchase, and use their services. Simple and intuitive processes create a frictionless experience that appeals to everyone.
• Customer service: Prompt, friendly, and effective customer support is crucial to retaining customers. It’s normal for issues to arise, but how you resolve them can be the difference between a loyal customer and one who decides to leave!
• Brand values: Customers connect with brands that reflect their own values. Brands that show commitment to sustainability, ethics, or social causes can foster loyalty through shared principles.

What Is the Most Direct Cause of Customer Loyalty?

The most direct cause of customer loyalty is a consistently positive experience.

By providing reliable services and seamless interactions on a regular basis, you can build trust and loyalty over time. Customers have little to no reason to look elsewhere if you’re checking all the boxes for them.

Additionally, businesses that resolve issues in a swift and empathetic way show customers that they care. Responding to customer feedback within 24 to 48 hours boosts retention by 8.5%. Therefore, these actions can encourage loyalty even after a negative experience.

How Do You Build Customer Loyalty?

Building customer loyalty requires time and consistent effort. Use these tips to lay the groundwork for lasting customer loyalty and retention:

1. Simplify everything for your customers.
2. Meet customers where they are.
3. Personalize the experience.
4. Keep evolving to meet changing customer needs.
5. Focus on effective communication.
6. Invest in loyalty programs.
7. Build a deep emotional connection.
8. Build a community around your offerings.
9. Express gratitude.

Simplify Everything For Your Customers.

Customers appreciate ease at every touchpoint of their journey. Simple and convenient experiences encourage repeat business because they require very little customer effort.

For example, you can include a chatbot on your website to offer instant support to customers. Instead of waiting for a human agent, they can find quick answers to some of their pressing questions. This ease of finding support will prevent frustration and encourage repeat interactions.

Meet Customers Where They Are

Another way to offer convenient experiences is to meet customers where they are. For example, if a portion of your customers are avid Instagram users, it makes sense to have an active presence there. This makes it easier for them to discover your products or reach out to you for support.

94% of customers will spend more with businesses that offer their preferred mode of communication to contact customer service. As a result, building an omnichannel customer experience will help you satisfy customers and drive revenue.

Personalize the Experience

With a growing demand for personalized services, it’s important to tailor customer experiences to individual profiles. Personalization makes customers feel understood and valued, which can lead to loyalty over time. This is where collecting and analyzing feedback can be a game-changer for you. There is no better way to understand your customers’ needs than by simply asking them!

A CX platform like InMoment simplifies this process for you. It helps you collect feedback from every possible source so that you don’t miss out on valuable data. With the award-winning InMoment AI, you can then capture analytical insights from the feedback. These insights help you better understand your customers, allowing you to personalize your services.

Keep Evolving to Meet Changing Customer Needs.

You need to change the way you think about customer loyalty. Instead of treating it as the final destination, you should view it as an ongoing journey. Since customers tend to be loyal to a few different brands at one time, there is no room for complacency.

Keep up with the times by tracking customer sentiment toward you and your competitors. See what trends are going viral and where customer preferences are leaning. If you have multiple locations across the world, it’s crucial that you don’t ignore regional trends.

You can stay relevant by adopting a customer-centric approach and tweaking offerings where necessary.

Focus on Effective Communication

Good communication builds trust and strengthens relationships. Customers who interact with a transparent and honest business are more likely to stay loyal to it.

Be clear, concise, and responsive in all interactions. Address customer concerns promptly and provide regular updates when needed. Make clear announcements in case of a major change, like a product update or change in business hours. This will help you prevent misunderstandings and build trust over time.

Responding is just half of effective communication. Listening to feedback and acting on it is just as crucial. Consistently engaging with your audience resolves issues and strengthens loyalty by making customers feel heard.

Invest in Loyalty Programs

Loyalty programs are a powerful tool for retaining customers. Customers who feel valued are more likely to return and spend more. 

Offer rewards, discounts, or special perks to show appreciation for repeat business. Keep the program simple and easy to use. Exclusive deals or early access to products can also make customers feel special. 

A well-structured loyalty program encourages long-term engagement. This drives continuous business and helps build stronger relationships.

Build A Deep Emotional Connection

Go beyond transactions to connect with customers on a deeper level. Forming an emotional connection is even more important if you want to elevate your marketing efforts. 

For example, if you want to collaborate with a celebrity to promote your brand, your efforts will be more effective if customers are already emotionally invested. Otherwise, it will be difficult to generate significant interest.

Start by establishing trust and transparency. Regularly collect and respond to feedback to show customers you are listening. Follow up with them to create a feedback loop to further show your commitment towards them.

With the help of InMoment’s Active Listening, you can generate intelligent questions with ease that capture customer preferences and needs. This information enables you to create personalized experiences that appeal to customer emotions. As a result, you will earn emotional buy-in from customers, turning them into loyal advocates.

Build A Community Around Your Offerings.

Create spaces where your customers can connect with each other and your brand. This can happen through social media, forums, or events. Engage regularly by sharing content, hosting discussions, or offering exclusive insights.

Encourage customers to share their experiences and ideas. A community fosters a sense of belonging, making customers feel part of something bigger than themselves.

Express Gratitude

Remember that your business succeeds because of your customers. They have several options to choose from, but they decide to trust you. Show your gratitude to them to reinforce the idea that they are valuable to you.

Include thank-you notes after product purchase or delivery. You can take it one step further by sending special messages during the holidays. These actions add a personal touch, which creates stronger customer relationships.

How Do You Measure Customer Loyalty Analytics?

1. Net Promoter Score (NPS)
2. Customer churn rate
3. Customer retention rate
4. Social media engagement
5. Customer Loyalty Index (CLI)
6. Customer Satisfaction Score (CSAT)

Loyalty is easy to understand, but how do you quantify it? Some businesses measure loyalty by looking at how many customers they have retained. Other companies monitor social media behavior or churn rate. 

A combination of these metrics can help provide a complete picture of customer loyalty to identify areas for improvement.

Net Promoter Score (NPS)

Net Promoter Score (NPS) measures how likely customers are to recommend your brand to others. A high NPS indicates strong loyalty. Meanwhile, a low score suggests room for improvement in encouraging positive feelings towards your business.

Customer Churn Rate

Customer churn rate shows the percentage of customers who have stopped doing business with you. A low rate suggests that most of your customers trust your brand enough to interact with it again.

Customer Retention Rate

Customer retention rate highlights the percentage of customers who continue doing business with you over time. This is an important metric to track if you want to gauge long-term loyalty.

Social Media Engagement

While it’s not a quantitative measure, your customers’ social media activity can indicate their loyalty towards you. For example, if they engage frequently with your social media profile and leave positive comments, they are likely satisfied with your services. 

Consider using social media management software to track keywords related to your brand. It can also help you identify customers who are advocates for your business.

Customer Loyalty Index (CLI)

Customer Loyalty Index (CLI) measures the strength of customer loyalty towards your business. It combines metrics like NPS, repurchase rates, and upselling to build a comprehensive loyalty score.

Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) measures satisfaction with a product, service, or specific interaction. It typically features questions like “How satisfied are you with [product/service/interaction]?”

Satisfied customers are likely to become repeat customers. Therefore, CSAT is a useful metric for measuring overall customer loyalty.

What Should You Look For In Customer Loyalty Software?

Customer loyalty software helps simplify the process of tracking key metrics and making improvements where necessary. Here are the key features to look for when choosing the right platform:

1. Omnichannel Communication

The ability to meet customers where they are is crucial to driving loyalty. It’s a significant part of creating smooth and convenient experiences. From Instagram DMs to emails, customers expect several options to communicate and seek support. The right software should allow you to gather customer data from every possible source in one place.

The InMoment XI platform can help you provide an omnichannel customer experience to foster loyalty. Its purpose-built tools enable you to collect and connect high-quality data from multiple platforms into a unified interface. As a result, you don’t miss out on valuable customer insights.

2. Analytics and Reporting

The software you choose should let you track and analyze key metrics like NPS, churn rate, and engagement levels. This will help you make data-driven decisions to improve the customer experience across all touchpoints.

InMoment simplifies this process by letting you create a custom customer experience dashboard featuring your brand’s most impactful metrics. You can also create and share actionable reports that provide a clear picture of your customer loyalty efforts.

3. Social Media Management

Social media is a key part of customer engagement. As a result, it’s important to monitor social media activity and leverage it for brand reputation. A good CX software should take care of this by helping you create content and track customer sentiment on various platforms.

InMoment’s social media management software helps you tap into the power of social media. From content curation and scheduling to social listening features, the platform makes it possible to create targeted content and drive engagement.

4. Custom Integrations

The right customer loyalty software should also integrate with your existing CRM, POS, and other key systems. Custom integrations enable you to build a unified customer view so that you don’t miss out on anything essential.

With InMoment’s CX integrations, you can easily connect all your current systems to your CX platform. As a result, you get to make the most of the customer data available to you.

5. Automation Tools

Automated workflows are key for closing feedback loops without wasting time. For example, it’s helpful to have automated responses and alerts that enable quick customer service. 

InMoment offers automated alerts based on customer behavior so that you can act quickly and recover a customer before it’s too late. If a customer has a complaint, you are notified of it right away so that you can respond and resolve it in time. Similarly, you can use its automated tools to send personalized offers or reward notifications to customers.

Inspiring Customer Loyalty Quotes to Get Buy-In

Customer loyalty efforts are successful when every member of your team believes in their value. The following quotes can help you motivate your teams to focus on loyalty-driven strategies:

• “Satisfaction is a rating. Loyalty is a brand.” – Shep Hyken

• “The goal as a company is to have customer service that is not just the best, but legendary.” – Sam Walton

• “There is a big difference between a satisfied customer and a loyal customer. Never settle for ‘satisfied’.” – Shep Hyken

• “The purpose of a business is to create a customer who creates customers.” – Shiv Singh

• “Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” – Chip Bell

Increase Customer Loyalty with InMoment

Loyal customers bring more revenue by repeating business with you and recommending you to others. Therefore, converting a satisfied customer into a loyal one can make a world of difference for your brand.

With InMoment’s customer loyalty platform, you can leverage feedback collection, sentiment analysis, and actionable insights to deliver memorable experiences. Schedule a personalized demo today to see how you can keep customers coming back!

Did you know that brands that invested in customer engagement saw an average revenue increase of 68%, with top-performing brands realizing a 123% increase in revenue? With acquisition costs at an all-time high, it has never been more important to engage your customers in a way that makes them lifelong fans of your brand. This can be done by using a customer engagement platform. 

What is a Customer Engagement Platform?

A customer engagement platform is a tool that allows businesses to interact with customers on different platforms, all in one place. Customer engagement platforms consolidate customer data into one location and provide tools to engage customers consistently and personally, regardless of how they interact with your business. This means you never have to leave your customer engagement platform if you respond to a customer via email, SMS, online review, or chatbot. 

What is the Difference Between a Customer Engagement Platform and  Customer Relationship Management (CRM)? 

Debating the differences between customer engagement platforms and CRM systems is natural. When doing so, some key differences need to be considered. 

Customer Relationship Management (CRM)

Customer relationship management systems utilize the data of existing customers and focus internally. CRMs are typically used by teams managing the current relationships of clients or accounts. They aim to convert leads to closed deals, identify the most successful business activities, and manage the communication between businesses and current customers. 

Customer Engagement Platform

Customer engagement platforms, however, are external and focus on the interaction between customers and consumers. They integrate with apps, websites, and social media to provide a consistent customer experience across all channels. These platforms focus on improving customer experience metrics such as customer satisfaction, loyalty, and retention. 

The Importance of Customer Engagement Platforms

Today, 70% of consumers expect a response from a customer service team within the same day. If your brand takes longer than that to respond to customers, you risk damaging your customer experience and brand reputation management efforts. 

Customer engagement platforms are crucial for organizations to maintain and improve customer experience. You can create alerts when a response is needed and respond to customers on different channels while never having to leave your chosen customer engagement platform. 

Benefits of Using a Customer Engagement Platform

Customer engagement platforms can be extremely valuable for organizations focused on delivering a positive customer experience. By providing the tools necessary for effective communication, personalization, and analytics, these platforms enable businesses to build stronger relationships with their customers. Here are some expected benefits of using an omnichannel customer engagement platform: 

More Valuable Customer Interactions

Customer engagement platforms will lead to more productive interactions with your customers. When you can engage with customers across different platforms and see where those customers have contacted you and what they have said, you are more equipped to help them with their inquiries. 

Improved Customer Loyalty

Customer engagement platforms increase customer loyalty by making the customer experience engaging and consistent throughout the whole customer journey. Research shows that loyal customers are 64% more likely to make more frequent purchases from your business than regular customers. 

Higher Customer Retention 

Organizations that are engagement leaders, companies that are trailblazing omnichannel engagement and providing a personalized customer experience, have a higher retention rate than companies that do not have mature customer engagement programs. Engagement leaders have a retention rate of 77%, whereas non-engagement leaders have a retention rate of just 43%. By succeeding in customer engagement, you have a better chance of keeping your customers coming back. 

Competitive Advantage

While most companies claim to be customer-obsessed, a recent study showed that only 15% are actually customer-obsessed, meaning their business is focused on growing by delivering value to their customers. One key factor in becoming a truly customer-obsessed company is using a customer engagement platform. When you reach customer-obsessed status, you set yourself apart from the competition and stand out in the market. 

Higher Profit Margins

Most organizations that prioritize customer engagement reported higher margins than those that do not. An omnichannel strategy plays a crucial role in this success. It ensures that customers can seamlessly transition between different platforms and communication channels during their journey—whether they start by browsing on a mobile app, switch to a desktop, and later engage via social media.

Best Customer Engagement Platforms

Customer engagement platforms are critical in helping businesses build long-lasting relationships with their customers by streamlining communications, enhancing experiences, and providing actionable insights. Here are five of the best customer engagement platforms available:

1. InMoment

InMoment is the best customer engagement platform for organizations looking for the premier solution for their customer experience initiatives. G2 ranks InMoment the highest of the available platforms, with a rating of 4.7 out of 5 stars. InMoment has also been recognized for having the fastest ROI time, the best support, and the easiest to use. 

InMoment excels at offering a platform that connects customer data from every channel into one easily accessible location and offers consulting services from in-house industry experts. InMoment’s advanced analytics and AI-powered tools allow businesses to track customer sentiment, identify trends, and personalize interactions across the customer journey. This makes it a top choice for companies looking to improve customer loyalty, satisfaction, and overall experience.

2. Sprinklr

Sprinklr is a customer experience management platform specializing in social media, emails, and messaging apps. These integrations allow users to communicate directly with customers via comments and direct messages. This platform is used primarily by small businesses looking to scale their customer engagement efforts. 

3. Zendesk

Zendesk is a customer service and engagement platform best suited for businesses looking for a highly customizable solution. One of the most notable benefits of Zendesk is that it can be used immediately upon purchase and can be customized for a business at a later date. This solution is ideal for businesses wanting to improve their ticketing systems while maintaining personalized customer interactions. 

4. Hubspot

The Hubspot customer engagement platform is differentiated by its inbound marketing capabilities, which makes it an excellent choice for organizations looking to bring marketing, sales, and customer service under one roof. HubSpot offers robust tools for automating communication, creating personalized email campaigns, and tracking customer interactions throughout the entire lifecycle. It’s user-friendly and scalable, making it suitable for businesses of all sizes.

5. Klayvio

Klayvio is a customer engagement platform that is tailored to e-commerce businesses. It excels in creating personalized, data-driven email and SMS marketing campaigns that boost customer retention and drive conversions. Klaviyo integrates seamlessly with e-commerce platforms like Shopify and BigCommerce, allowing businesses to segment customers based on behavior, purchase history, and more. This solution is ideal for businesses looking to improve their direct-to-consumer engagement efforts with targeted communication. 

Omnichannel Customer Engagement Platform Use Cases

It may be easier to understand the functionality of customer engagement platforms by seeing how they work in real-world scenarios. Here are some examples of omnichannel customer engagement platforms being used to engage with customers proactively: 

1. Retail: Retailers use customer engagement platforms to send personalized promotions, manage customer messages, and improve post-purchase support. These customer engagement strategies lead to increased customer satisfaction and repeat business. 
2. Financial Services: Banks and financial institutions use customer engagement platforms to manage customer support, offer individualized financial advice, and ensure that customer inquiries are handled securely on different channels.
3. Healthcare: Healthcare providers can use digital customer engagement platforms to manage patient feedback, send appointment reminders, and deliver personalized information such as a care plan. 
4. Hospitality: Using a customer engagement platform, hotels and restaurants can streamline reservations, respond to guest messages, and manage personalized offers. 
5. E-commerce: E-commerce companies use customer engagement platforms to manage customer service, send personalized product recommendations, and automate follow-ups after purchases.

Key Features in a Customer Engagement Platform

Not all customer engagement platforms are built the same. Some are more geared towards marketers and sales teams, while others focus on customer support. Regardless of your use case for an omnichannel customer engagement platform, here are some key features to look for: 

Omnichannel Communication

The most important feature of a customer engagement platform is effective omnichannel communication. Customer engagement platforms are built on the premise that you can interact with your customers wherever they are. Omnichannel communication means more than just being present on multiple platforms; it’s about integrating those platforms into one unified interface to build an omnichannel customer experience. This allows businesses to manage all customer interactions from a single dashboard, which can streamline workflows and ensure that no customer inquiry or engagement falls through the cracks.

With the InMoment XI Platform, you can handle all your customer data in one place. The InMoment platform is not only built to connect data from everywhere, it also contains purpose-built tools to ensure that you collect the highest quality and most actionable data. 

Customer Segmentation

While some may think that customer engagement platforms are only for communication with individual customers, you also want to be able to communicate with specific segments of your customer base. Advanced segmentation allows businesses to tailor their messaging and engagement strategies based on customer preferences, behavior, or demographics. 

For example, a retail store may realize that they are experiencing high customer churn with consumers ages 18-24. As a result of this, they will want to post a targeted message for those consumers across multiple channels and be ready to answer any comments or questions. 

Analytics and Reporting

Customer engagement analytics can help you analyze metrics such as customer interactions, campaign performance, and engagement levels to refine your engagement strategies and see what you are having the most success with. 

With InMoment, you can create your own customer experience dashboard that only shows you the most important metrics to your business. Similarly, you can also create reports that can be shared outside of the platform to stakeholders within your organization so that they can have a clear understanding of your customer engagement efforts.

Automation Tools

Automation tools are crucial for quick and proactive customer engagement. Automated responses, workflow triggers, and chatbots help streamline operations and ensure quick customer service.

InMoment’s XI platform gives you an advantage over the competition by offering automated alerts based on customer sentiment or business action, meaning that your organization never misses an opportunity to recover a customer or drive a customer further down the funnel.

Integration Capabilities 

Another key factor of a successful customer engagement platform is its ability to integrate with the systems your organization is already using. The platform should integrate with other key business tools, such as CRM systems, marketing automation platforms, and sales tools, to provide a unified customer view. 

InMoment’s CX integrations allow you to connect your customer engagement platform with every software you are currently utilizing. The integration of your entire tech stack into one place allows you to never miss an important piece of the puzzle and gets you on track to increasing acquisition, retention, and more. 

Digital Customer Engagement Platform Trends

As customer needs and preferences continue to evolve, so too will customer engagement platforms. To stay ahead of the curve, businesses must remain aware of the latest trends shaping these platforms and their capabilities. Adapting to these changes will ensure that customer communication remains effective, personalized, and secure. Here are some key trends in customer engagement platforms to keep in mind as you evaluate current and future partners:

1. AI-Powered Engagement

A majority of organizations already use AI in their customer-focused activities such as chatbots, recommendation engines, and more. Over 70% of marketers agree that AI helps them create more personalized content and customer experiences. As AI technology becomes more sophisticated, we can expect further advancements like natural language processing (NLP) to enable even more meaningful and human-like interactions with customers.

The majority of businesses that currently use AI plan to increase their investment in AI-powered tools in the coming years. As AI continues to evolve, businesses leveraging these capabilities will have a significant edge in terms of efficiency, customer satisfaction, and engagement outcomes.

2. Hyper-Personalization 

Consumers love personalized experiences, and that will not change anytime soon. The majority of consumers agree that they will pay more for personalization. In the future, customer engagement platforms will attempt to capitalize on that by becoming more advanced in their ability to deliver hyper-personalized content, offers, and experiences based on real-time data analysis.

Hyper-personalization goes beyond basic demographic, behavioral, or segmented targeting. It involves using AI and machine learning to predict customer needs, preferences, and behaviors, which allows businesses to deliver timely, context-aware messages and offers at each touchpoint. 

For example, a retail digital customer engagement platform could automatically suggest products based on a customer’s browsing history, location, and purchase behavior, ensuring that each interaction feels personal and relevant.

3. Data Privacy Regulations 

While consumers prefer personalized experiences, they are concerned about the use of their data. Consumers across every generation agree that protecting their data is the most significant driving factor of trust in a business. However, only 48% of consumers feel confident that brands are transparent about their data usage. 

As a result, future successful customer engagement platforms will need to incorporate robust data privacy features. This includes adopting security measures such as encryption and secure storage, as well as providing more transparent privacy settings and data control options for customers. Responsible data handling will be key for the long-term success of any customer engagement platform. 

Choose InMoment for Your Customer Engagement Platform

InMoment’s customer experience platform has been named a Leader in Gartner, IDC, and Forrester evaluative reports. The XI Platform is best-in-class at connecting data from everywhere to help you get a holistic view of every customer interaction. See what InMoment can do for you by scheduling a demo today!

References 

Statista. Acceptable response time for customer service according to consumers in the United States as of June 2022. (https://www.statista.com/statistics/1338396/customer-service-response-time-usa/). Accessed 10/11/2024. 

Mckinsey & Company. Winning in loyalty. (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/winning-in-loyalty). Accessed 1014/2024. 

Twilio. The State of Customer Engagement Report. (https://www.twilio.com/en-us/state-of-customer-engagement/report). Accessed 10/14/2024. 

Forrester. The Omnichannel Difference. (https://emarsys.com/learn/white-papers/the-omnichannel-difference/). Accessed 10/14/2024. 

PingIdentity. 2021 Consumer Survey: Brand Loyalty Earned at Login. (https://hub.pingidentity.com/surveys/3597-2021-consumer-survey-brand-loyalty-earned-at-login). Accessed 10/15/2024.

Sending survey requests to your customers is a great way to collect feedback and show them that you’re willing to listen. However, excessive survey requests can backfire, and you will notice a decline in both the quality and number of responses you receive over time. This drop is a result of survey fatigue, a growing concern for businesses looking to embrace the customer-centric approach.

What is Survey Fatigue?

Survey fatigue occurs when participants lose interest in completing a survey or find it exhausting to continue responding. There are two types of fatigue to consider here: survey-taking and survey-response.

Survey-taking fatigue is when customers face an overwhelming number of survey requests from a business. For instance, if they interact with the business once a week but receive feedback requests daily, they are likely to stop participating in future surveys altogether.

Survey-response fatigue, on the other hand, describes a situation in which participants lose interest in a survey midway through. This drop in their willingness to respond could be a result of too many questions or open-ended questions that require a lot of effort to answer.

Regardless of the type of survey fatigue a participant suffers from, the main takeaway is that customers want to expend as little effort as possible. Poorly designed surveys tend to overlook this fact, which results in low response rates and even customer churn.

What Causes Survey Fatigue?

Customers experience survey fatigue if at least one of the following is true:

• There are too many surveys to respond to. It’s always worth remembering that while your customers might love interacting with your business, they don’t necessarily love filling out your feedback forms. If you frequently flood their inboxes or notifications with feedback requests, you aren’t likely to elicit the feedback you’re looking for. 
• The survey itself is exhausting to complete. Even if you issue surveys at the right times, you won’t see decent response rates if there are too many questions or if they require too much effort to respond to. In fact, once respondents begin a survey, there is a sharp increase in their drop-off rate for each additional question up to 15 questions!
• There is no apparent impact of completing the survey. If your customers take the time to offer suggestions, but your business fails to respond to them properly or act on their feedback, they are less likely to be enthusiastic about completing surveys in the future. Uncertainty over the impact of their responses was among the top four reasons cited by customers for abandoning their last survey.

The Business Impact of Survey Fatigue

Survey fatigue poses several challenges for businesses, making it difficult to capture valuable customer insights. An overwhelming number of survey requests or questions within each survey results in low response rates or rushed completion. This can negatively impact businesses in three crucial ways:

Survey Bias

Survey bias occurs when only highly satisfied or dissatisfied customers end up completing surveys. Potential respondents who don’t fall into either category have little to no reason to complete complex surveys, which means businesses receive skewed data that misses out on a huge portion of their user base.

For instance, let’s say you have an online banking app and you want to gauge satisfaction levels with a new QR code payments feature. Unfortunately, your survey is too long, causing 55% of respondents to abandon it because of survey fatigue. Since less than half of your users completed the survey, you will have an incomplete picture of customer satisfaction, leading to wasted time and effort.

Increased Customer Churn

If your respondents feel overwhelmed by your surveys, they are likely to become frustrated over time. As a result, even if your product or service is of the highest quality, a poorly designed survey strategy will eventually drive customers away. 

You have to remember that your customers interact with your brand to achieve their own specific goals. Bombarding them with surveys means you are requesting way more time and effort from them than they are willing to put in.

Negative Brand Equity

Moreover, dissatisfied customers who feel like the business is simply collecting feedback for its own sake without acting on it are likely to become less loyal over time. In fact, they might even be compelled to leave negative reviews, which will adversely affect your brand equity and make you appear less trustworthy to prospects.

Negative brand equity gives prospects even more reason to choose your competitors over you, resulting in declining market share and a poor image for your brand.

Survey Fatigue Statistics

The following statistics highlight the prevalence of survey fatigue and why it’s a rising concern for businesses:

1. 74% of customers are only willing to answer five questions or less in a survey. (Enchant)
2. The average response rate for email surveys is roughly 24.8%. (FluidSurveys)
3. The top four reasons given for abandoning a survey are too many questions (23.4%), lack of motivation to answer questions on certain topics (10.8%), uncertainty over the impact of survey responses (8.9%), and questions requiring them to think too carefully (8.2%). (HubSpot)
4. Response rates can fall below 2% when the respondent population is less targeted or when there is little motivation to respond. (PeoplePulse)
5. Increasing the length of a survey from three to four questions can drop the completion rate by 18%. (Enchant)

Examples of Survey Fatigue

It helps to look at a few examples of survey fatigue to understand how it occurs and why it can affect feedback collection. 

The following examples illustrate what happens if a customer gets too many survey requests, complicated surveys, or a lack of follow-up from the business:

1. A customer who purchases supplements from an online store once a month receives feedback surveys every week in her inbox. The surveys typically ask her for her thoughts on the kind of products she would like to see and her satisfaction levels with product delivery. At this frequency, the surveys eventually start feeling repetitive to the customer. While she initially tries to complete them with rushed responses, she ends up feeling exhausted and chooses to ignore future surveys altogether. This negative impact on her ecommerce customer experience may eventually drive her to switch to a competitor for her future shopping.
2. An employee at an IT company is overwhelmed by the sheer number of questions in his quarterly survey. Some of the open-ended questions are phrased poorly, leaving him confused as to his response. Midway through the survey, the fatigue of responding gets to him, and he settles for simple one-word answers to each question just to get it out of the way.
3. A hospital sends comprehensive feedback surveys to patients every time they are discharged. Initially, patients take the time to complete these surveys and offer their honest thoughts. However, the hospital fails to follow up with them properly or take their feedback into account. After seeing no changes in service despite their feedback, the patients stop participating in surveys altogether, as they feel it won’t make a difference.

How to Avoid Survey Fatigue

Surveys remain powerful feedback collection tools to this day, but without focusing on their quality, you run the risk of negatively impacting the customer experience instead of collecting actionable insights. Here are ten best practices to keep in mind to avoid survey fatigue for feedback collection:

1. Send Surveys in Proportion to Your Customer Interactions. 

The frequency with which you send surveys to customers depends on their level of interaction. As a general rule of thumb, see how often your clients interact with your business and multiply that by two. For instance, if your customers interact with your business monthly, it’s optimal to send a survey every two months.

Certain scenarios, like post-purchase, are good opportunities for surveying your customers, even if it happens frequently. In this case, you can still maintain a high response rate with short surveys featuring simple questions or clickable icons.

2. Ask Direct and Concise Questions.

You don’t want your survey questions to confuse your customers. The more they will have to think about their responses, the less likely they are to answer the questions. Therefore, focus on asking short and direct questions with a clear intent behind them.

Creating these types of questions can be time-consuming, which is where you can leverage the power of AI. With InMoment’s AI-Powered Conversational Surveys, you can intelligently query and respond to your customers in real-time to gather rich insights.

3. Consider Asking One Question At a Time.

Some of the most difficult-to-answer questions usually ask two different things in one go. For instance, “How easy was it to find customer support, and did they successfully resolve your issue?” is likely to either confuse participants or make them think more deeply than they want to. It’s always better to ask about one aspect of the customer experience at a time to keep respondents engaged.

If you are interested in getting deeper insights from your customers, ask them to rate a product or service and then ask them to elaborate on that rating once they have submitted it.

4. Determine the Average Time It Takes to Complete Your Survey.

Test your surveys on team members to get a general idea of how long it takes to complete them. Ideally, it should take no more than five minutes to respond to all the questions in your survey. A good practice is to mention the expected time of completion at the beginning of your survey so that respondents have a realistic idea of how much effort they will have to put in.

5. Use Consistent Rating Scales. 

Consistency is an important element of good survey design. If you use a certain rating system, such as the Likert five-point scale, for the first question in your survey, make sure you use it for the other questions as well to avoid confusion.

Another thing to keep in mind is maintaining a consistent order in which you present your response options. For instance, if your scale starts with “extremely dissatisfied” and ends with “extremely satisfied,” you should keep that same order for each question. Otherwise, you will end up confusing your respondents and even elicit inaccurate feedback from them.

6. Incorporate Visual Elements to Make Your Surveys Engaging.

Visual elements not only make your survey more engaging for respondents, but they also make you stand out in a crowd of drab surveys! Consider incorporating clickable icons or emojis to make your surveys less boring to complete.

7. Carefully Think About the Order of Questions. 

The order in which you ask questions in your survey should be consistent with the customer journey. For instance, it doesn’t make sense to ask customers about the registration process after querying them on their post-purchase thoughts. A seemingly random ordering of questions comes across as unprofessional and can discourage customers from proceeding with the survey.

With InMoment’s XI Platform, you can build surveys from scratch or choose from pre-built templates to match the intent of your survey. This complete control over your survey design ensures that your customers are experiencing the survey in the exact way you anticipated.

8. Ask the Right Questions From the Right People.

It might sound obvious, but you need to ensure that the people receiving your survey can respond to the questions. 

For example, if your product is a Learning Management System (LMS) used by both teachers and students, it’s good practice to have specific surveys for each user persona. If you keep sending surveys to the wrong personas, you are unlikely to receive any responses.

9. Be Clear About Your Reason for Surveying the Customer.

You should clearly communicate your reasons for collecting customer feedback to boost response rates. If a customer is uncertain about why you’re asking them for their thoughts on your website, they won’t have enough motivation to respond. Therefore, when sending survey requests, do highlight why you’re collecting feedback and how it will help the customer.

10. Show Your Customers That You’re Listening to Them.

Customers appreciate knowing that the time and effort they put into providing feedback isn’t going to waste. One of the best ways to convert customers into loyal brand advocates is to show them that their feedback is valuable to you. You can achieve this by creating a feedback loop whereby you respond to your customers with updates and improvements according to their suggestions.

With InMoment’s survey solution, you can avoid survey fatigue with a platform that generates three times more actionable insights than competitors and gives you the tools to build your own survey or choose from ADA-compliant survey templates. 

Employee Survey Fatigue

Employee survey fatigue occurs when a company’s staff gets overwhelmed by frequent or lengthy surveys, which results in a lack of enthusiasm to provide feedback over time. To prevent your employees from experiencing something similar, use the following tips for feedback collection:

1. Send surveys after key projects or milestones. Instead of overwhelming employees with frequent survey requests, consider sending surveys after key milestones like the initial onboarding experience or the completion of a project.
2. Keep the surveys short and simple. The easier it is for your employees to respond to the survey questions, the more likely they are to complete it. Focus on specific questions and pose them one at a time within the survey to keep employees engaged.
3. Clearly communicate the purpose and impact. A proven way to elicit high-quality feedback from employees is to explain how their survey responses will help improve their workplace experience.
4. Consider using pulse surveys. If you want to frequently check in with your employees without overwhelming them, pulse surveys can come in handy. These short and frequent surveys feature a few simple questions to help you track employee sentiment on a monthly or quarterly basis.

These tips will help you gain deeper insight into staff expectations and performance without flooding their inboxes with survey requests. 

Patient Survey Fatigue

Patients can experience survey fatigue after receiving too many survey requests during their care journey. If you are a healthcare provider, you can avoid patient survey fatigue with the help of these tips:

1. Limit the number of surveys you send to patients. Send patient feedback surveys at key touchpoints, such as after booking an appointment or post-discharge. By timing your survey requests, you can collect meaningful insights from patients on their journey without overwhelming them.
2. Ask targeted and relevant questions. You can improve your patient response rates by asking questions that focus on crucial aspects of the patient’s journey. For instance, instead of asking the patient about their general thoughts on the hospital, you can ask them to rate the doctor’s communication skills or offer thoughts on the cleanliness of the facility.
3. Design personalized surveys. The more specific a survey is to the patient’s treatment and type of care, the likelier they are to respond and engage. Consider posing questions that touch upon the patient’s condition, diagnosis, and the specific healthcare professional assigned to them.
4. Show patients that their feedback is valuable. Patients are motivated to participate in future surveys when you respond to them and keep them in the loop about any changes made as a result of their feedback.

Following these tips will not only help you collect actionable feedback but also enhance your patients’ trust in you. The glowing reviews and testimonials you receive as a result will contribute to your healthcare reputation management efforts, which in turn will help you acquire more patients.

How to Measure Survey Fatigue

The first step to managing survey fatigue is measuring it effectively, which you can do with the following methods:

1. Evaluate post-survey fatigue with a simple question. Ask users to rate their level of fatigue or the ease of completing the survey. Questions like “On a scale of 0-10, how tiring did you find this survey?” or “Did you feel the survey was too long?” allow you to quickly gauge the amount of fatigue experienced by respondents.
2. Track the time it takes to complete your survey. On average, it should take five minutes or less to respond to all the questions in your survey. If a survey takes longer than that to complete, it’s very likely that respondents will experience fatigue at some point, which is a good enough reason to re-design the survey.
3. Test your survey before sending it out to customers. Your staff members can participate in your survey as part of a trial run to see if the questions make sense or if it takes too much effort to complete.

Avoid Survey Fatigue and Improve Response Rates with InMoment

Without prioritizing good survey design practices, you risk causing survey fatigue for respondents, making it less likely that they will provide useful insights or even participate altogether. 

With the help of InMoment’s survey design tools, including AI-powered conversational surveys, you can boost response rates and gather the valuable feedback you need to improve as a business. Schedule a demo today to see how you can design user-friendly surveys for feedback collection!

References 

SurveyMonkey. Does adding one more question impact survey completion rate? (https://www.surveymonkey.com/curiosity/survey_questions_and_completion_rates). Accessed 10/07/2024.

Enchant. 108 Customer Service Statistics & Facts You Must Know for 2023 (https://www.enchant.com/customer-service-statistics). Accessed 10/07/2024.

FluidSurveys. Response Rate Statistics (http://fluidsurveys.com/university/response-rate-statistics-online-surveys-aiming). Accessed 10/07/2024.

HubSpot. What Is Survey Fatigue & How to Avoid It [Research] (https://blog.hubspot.com/service/survey-fatigue). Accessed 10/07/2024.

PeoplePulse. Survey Response Rates (https://peoplepulse.com/resources/useful-articles/survey-response-rates). Accessed 10/07/2024.

From onboarding the customer to converting them into a loyal brand advocate, each step of the customer journey is an opportunity to learn how your customer views your business. Are they satisfied with your overall product? Is there anything about your service they wish they could change? How likely are they to recommend your brand to their friends? Knowing how to collect customer feedback is crucial to delivering consistent value as a business and staying ahead of your competition.

Why is Collecting Customer Feedback Important?

Collecting customer feedback is important for businesses because it gives them a roadmap for boosting customer satisfaction and retention. This practice is at the core of a successful customer-centric approach that is impactful for the following reasons:

• It provides insight into customer behavior and expectations. Without an understanding of their customers’ needs and goals, a business might as well be walking in the dark! A clear understanding of your customers enables you to offer personalized services, which is what 60% of customers cite as their reason for becoming repeat buyers.
• It helps pinpoint issues that are hurting your business. Categorizing and analyzing feedback is a great way to identify aspects of your operations that are creating pain points for customers.
• It enables you to manage dissatisfied customers. Collecting feedback is the first step to successful customer experience management. 49% of customers who left a brand they had been loyal to over the past 12 months cited poor CX as their reason. By actively listening to dissatisfied customers, you can resolve their issues more effectively and improve your chances of retaining them or, at the very least, enhancing your brand reputation.

• It helps you retain satisfied customers for the long term. Not only does collecting customer feedback help identify issues, but it also highlights what’s working well for satisfied customers. By continuing to focus on features that have a positive impact, you can improve every aspect of the customer journey.
• It generates ideas for product enhancement. Customer feedback also includes suggestions and feature requests, which can guide strategy on further improving your product to boost business revenue.
• It helps reduce customer service costs for your business. By understanding common challenges for customers and how to resolve them quickly, your business can reduce the time it takes to offer effective customer support. As a result, you spend less on customer service.

Successful Ways of Collecting Customer Feedback

Collecting customer feedback doesn’t have to be tedious or inefficient. The following tried-and-test methods will help you capture actionable insights from your customers so that you can improve and evolve as a business.

• Make it easy to provide feedback. Customers are more likely to complete simple and user-friendly surveys. In fact, once respondents begin a survey, there is a sharp surge in their drop-off rate for each additional question up to 15 questions! Therefore, a good practice is to make your feedback forms and surveys simple and concise. Tools like InMoment’s Survey Builder enable customized survey design to help you capture customer insights easily and quickly while reducing survey fatigue.

• Ask your customers relevant and impactful questions. Focusing on the right questions helps you keep your surveys concise and gather high-quality feedback. For instance, if you want targeted feedback on your checkout process, you need to query customers on that specific touchpoint instead of asking them about their general thoughts on your business.
• Leverage interactions with customers via live chat. Given that 72% of customers want immediate service, the live chat feature goes a long way toward customer satisfaction. Data from live chat interactions presents opportunities to learn about customer expectations, including common complaints or remarks.
• Use conversational surveys to engage customers in impactful dialogue. Conversational surveys provide an interactive means of collecting feedback from customers. While they can elicit higher-quality feedback due to their mobile and conversational nature, they can be time-consuming to create and manage.  InMoment’s AI-powered Active Listening™ feature can simplify this process for you by listening and responding to customers in real-time without the need for human intervention.

• Collect feedback right after the purchase or service for accurate insights. Asking customers for feedback right after they complete a transaction helps you capture raw and honest thoughts on this key touchpoint. It also strengthens customer relationships, as buyers feel valued when their opinions are taken into consideration every step of the way.
• Monitor social media comments and reviews. Social media is the top choice for US consumers when communicating with brands. Both positive and negative experiences are even more amplified when customers share them with their followers or online networks. A robust reputation management software like InMoment provides a complete picture of social media sentiment toward your brand and helps you generate the best possible responses by leveraging generative AI. These features empower you to make the most of online feedback and use it to enhance your brand reputation.

• Connect with your customers via an online community. You can engage with your customers on a deeper level by creating an online community around your product or service. From Discord servers to Facebook groups, these communities provide access to targeted opinions and help boost your brand culture.
• Offer rewards to incentivize customer feedback. Collecting feedback can be challenging when customers don’t feel inclined to do so. One tried-and-tested method of incentivizing feedback is to offer a valuable reward in exchange. From discounts to gift cards, these rewards not only encourage feedback but also foster customer loyalty. 
• Integrate feedback forms on your website. Customers like knowing that they have options to express themselves while they are using your product. Adding feedback forms to your website makes it easier to collect your customers’ opinions at crucial touchpoints and gain their trust over time.
• Measure your CX performance. By gathering feedback on how well your customer service team and contact centers are handling customer interactions and resolving issues, you can determine key areas for improvement. This practice helps you continuously improve your customer service and contact center optimization, which results in higher satisfaction and retention rates.

• Use icons and emojis to create short and sweet surveys. Customers might not be inclined to say much sometimes, especially after a neutral or even positive experience. A great way to improve response rates in these cases is to include icons (stars, thumbs up/down, etc.) and emojis that customers can simply click on to express themselves.
• Include in-app feedback collection messages. An in-app request for feedback is convenient for customers as they don’t have to go to a third-party website to provide opinions. It’s also a great way to engage inactive users by sending them notifications for feedback after a certain period of inactivity.

How to Collect Feedback from Clients?

Sometimes, collecting feedback from clients calls for a tailored approach, especially when it comes to distinguishing between B2C and B2B interactions.

Collecting Client Feedback

When capturing insights from other businesses, you want to focus on more detailed and structured feedback collection. Methods like one-on-one interviews, comprehensive surveys, and dedicated online portals help gather specific and detailed context from decision-makers to enhance the B2B customer experience.

Collection Consumer Feedback

On the other hand, B2C feedback collection should prioritize simplicity and convenience while maintaining the quality of insights. This is because B2C clients usually expect quicker and more user-friendly ways to interact with the business or to resolve their issues. Methods like conversational surveys, simple feedback forms, live chat, and social media reviews are proven ways of successfully engaging B2C clients for feedback collection.

Collecting Customer Feedback for the First Time

A good practice for encouraging feedback from first-time customers is to keep it simple. The following feedback metrics enable businesses to quickly identify areas for improvement without intimidating new customers:

1. Net Promoter Score (NPS) is a customer loyalty metric that measures how likely customers are to recommend a product or service to their colleagues, typically on a scale of 1-10. Based on the NPS value, customers are categorized as detractors (1-6), passives (7 or 8), and promoters (9 or 10).
2. Customer Effort Score (CES) measures how easy it was for customers to perform a specific activity, like placing an order or reaching out to customer support. Typical methods include using a 7-point scale, emoticon survey, or even an open-ended question. A more positive CES score indicates that the customer experienced very little friction in completing a task.
3. Customer Satisfaction Score (CSAT) queries customers on how satisfied they are with the product or service, typically on a scale of 1-5. The higher the CES provided by the customer, the more satisfied they are with the business. This metric provides a quick snapshot of customer satisfaction, which is especially useful when collecting feedback from first-time users.

Example Questions to Gather Customer Feedback

The quality of feedback you collect is strongly linked to the clarity and specificity of the questions you ask. Some examples of questions to capture valuable insights from customers include:

1. On a scale of 1-10, how likely are you to recommend our productivity app to a friend or colleague? (NPS)
2. How easy was it to track your shipment on our website? (CES)
3. On a scale of 1-5, how satisfied are you with the overall shopping experience? (CSAT)
4. What can we do to make your experience better? (open-ended)
5. On a scale of 1-10, how likely are you to recommend our web hosting service for its cost-effectiveness? (B2B NPS)
6. Was there anything about your experience that didn’t meet your expectations?

Challenges of Collecting Customer Feedback

Collecting customer feedback is a great way to make your brand stand out, but it comes with several challenges, including:

1. Capturing detailed and meaningful feedback. Customers may provide short and vague responses, which can make it difficult to identify specific areas for improvement. For instance, a customer might say, “It was okay,” without going into detail as to what could have been improved. InMoment addresses the challenge of capturing detailed and meaningful feedback. Our patented Active Listening solution overcomes this by using advanced AI to encourage rich, context-driven conversations. This technology allows businesses to understand the reasons behind customer responses, ensuring that feedback is more detailed and actionable. 
2. Asking the right questions every time. High-quality questions are likely to yield high-quality responses. However, determining the right questions to ask can be quite tricky at times. If the questions are too broad or irrelevant, the feedback may not be useful. Businesses often struggle to come up with questions that will provide actionable data aligning with their goals.
3. Managing an overwhelming amount of feedback. The more feedback you collect as a business, the higher the volume of responses and insights you will have to manage. Sorting through and analyzing the data to find common trends or issues can be time-consuming and challenging without proper tools or processes in place. InMoment leverages artificial intelligence, machine learning, and self-serve analytical tools to uncover critical insights, enabling you to explore specific areas of interest within 100% of your experience data from various sources across your business. This saves you and your CX team significant time by eliminating the need to manually sift through large volumes of data to find valuable insights. With our software, your team can focus on prioritizing and executing actions that drive the most impact, enabling you to achieve a faster customer experience ROI.
4. Prioritizing feedback for business goals. Even after collecting and analyzing feedback, businesses face the challenge of deciding which insights to act on first. Not all feedback will have the same impact on customer satisfaction or business growth, so prioritizing which areas to address can be difficult.
5. Interrupting the Customer Experience. Collecting customer feedback, especially within digital interactions, can be viewed as intrusive, ill-timed, or irrelevant to the customer’s journey. This not only diminishes the overall customer experience but also creates skewed or misleading data. Customers might respond hastily or negatively due to the inconvenience, which can distort insights and lead to inaccurate reporting.

How to Collect Customer Feedback Without Ruining the Experience

To avoid interrupting the customer journey to obtain customer feedback, it’s essential to design requests that are integrated seamlessly into the digital experience—ensuring that they are relevant, timely, and respectful of the customer’s context. This thoughtful approach not only enhances the quality of feedback collected but also reinforces a positive brand experience.

Tip #1: Map Out Possible Site Pathways for Customization

Instead of drafting one intercept survey to serve your entire site, consider all the different touchpoints you want to collect data from and then craft questions.

• Keep in mind how users are browsing your site and craft intercepts around that information. For instance, a feedback tab may be perfect for desktop users, but it’s far too small in size for mobile users. Consider using a banner on your mobile site instead.
• Be creative by using triggers to target specific user groups for feedback. For example, if you want to collect more feedback from customers in a specific state, you can set a trigger based on IP addresses.
• Avoid asking unnecessary questions or irrelevant questions. 

Tip #2: Gear Questions Toward the User’s Specific Experience

In order to get the best feedback possible, you have to ask the right questions about the right experience for each type of customer. For instance, a question asking about the checkout experience would be irrelevant to a customer who has yet to make a purchase. Instead, set a trigger for an intercept to appear for a customer with a few lingering items in their bag to learn why they haven’t taken the plunge. 

• Keep it simple. Surveys that are too long are less likely to be completed and also take away from the user experience. Try to keep it to a few high-quality questions so you can get the information you need without losing your customer’s attention.
• Revisit the map of possible visitor pathways you created to help prescribe questions to specific user situations. The more tailored your questions can be to a customer scenario, the better. For example, you can ask specific questions targeting those who use the mobile site in order to improve the mobile design and experience.
• Don’t have a survey form pop up right away. 

Tip #3: Give Customers Time to Provide Informed Feedback

The phrase “garbage in, garbage out” is especially relevant when you’re collecting data; if you aren’t collecting quality feedback, your insights won’t create real business impact. This is why it’s especially important to give your customers the opportunity to navigate your site before asking them to give you feedback.

• Strategically place a feedback tab or another always-available channel on the website for instant feedback. This way, customers have the ability to provide you with feedback outside of the triggers you’ve set up.
• Set up an intercept for customers who have lingered on the site for some time but haven’t made a purchase or reached out. This allows you to check in and see if they have any questions or concerns.

When setting up a method to collect customer feedback, consider whether it will enhance or disrupt your customer’s experience. By ensuring that each question adds value and contributes to a positive interaction, you position yourself to collect more meaningful feedback and insights, ultimately leading to a greater business impact.

Make Collecting Customer Feedback Easy with InMoment 

Collecting customer feedback is a powerful tool for transforming your business, especially with its positive impact on customer relationships and brand reputation. From AI-powered conversational surveys to effective social media monitoring, InMoment helps you make the most of every piece of insight you collect from your customers. To see how you can simplify the feedback collection process for your business, schedule a demo today!

References 

Zendesk. 35 customer experience statistics to know for 2024. (https://www.zendesk.com/blog/customer-experience-statistics/). Accessed 10/01/2024.

SurveyMonkey. Does adding one more question impact survey completion rate? (https://www.surveymonkey.com/curiosity/survey_questions_and_completion_rates). Accessed 10/01/2024.

Emplifi. 11 key things consumers expect from their brand experiences today. (https://go.emplifi.io/us-uk-customer-expectations-report.html). Accessed 10/02/2024.

Did you know that when you improve customer experience, you can realize financial benefits that directly affect the growth of your organization? By improving customer experience, you can: 

• Increase sales revenue by up to 7%
• Increase cross-sell rates by up to 25%
• Increase shareholder return by up to 10%

These statistics show that customer experience improvement is something that should be a priority across your entire organization, rather than being a siloed effort. 

What is Customer Experience Improvement? 

Customer experience improvement refers to enhancing the interactions and overall satisfaction a customer has with your business across all touchpoints. This involves understanding customer needs and expectations, as well as any pain points they have in the customer journey, and working to address them. 

The goal of customer experience improvement is to create a positive customer experience where the customer always feels supported. 

What is A Customer Experience Improvement Program?

A customer experience improvement program is a structured initiative designed to enhance the interactions a customer has with a brand. Customer experience programs are built upon strategies for gathering customer feedback, analyzing voice of the customer data, and implementing changes to the customer experience. 

A customer experience program helps your organization improve customer experience by facilitating cross-functional collaboration between various departments such as sales, marketing, support, etc. 

Benefits of Improving Customer Experience

When you improve customer experience, you will notice benefits that reach every part of the organization. Some of the benefits of improving customer experience include: 

Increased Customer Loyalty

When you have a consistently positive customer experience, you will create loyal customers. Customers will become loyal to your brand after a varying number of positive experiences. 50% agree that it takes between three and four purchases, while 37% agree it takes more than five purchases. But, by improving customer experience, you will have no problem achieving these customer milestones and increasing customer loyalty. 

Higher Customer Lifetime Value

Satisfied customers tend to spend more over time, especially when compared to new customers. By improving customer experience, you increase the customer lifetime value by encouraging repeat purchases, cross-selling, and upselling opportunities. 

Improved Customer Satisfaction 

You will increase customer satisfaction by improving customer experience and reducing the pain points in the customer journey. As a result, those satisfied customers will be more likely to recommend your products or services to others. 

Enhanced Brand Reputation 

When you improve customer experience, customers will trust you more. And 88% of customers who trust a brand will become repeat customers. Improving customer experience will also result in increased brand equity, which is a key determining factor in what organizations consumers choose to give their business to. 

Stronger Competitive Advantage

In competitive industries, customer experience is often a key differentiating factor. As a matter of fact, 93% of businesses cite CX as either a primary differentiator or a partial differentiator. Improving the customer experience will help your business stand out in the market and attract more customers. 

10 Ways to Improve Customer Experience

It can be easy to get overwhelmed with all the things that can be done to improve customer experience for your organization. However, these ten action items represent the most important and impactful factors of the customer experience. 

1. Listen to Customer Feedback

Most companies receive customer feedback, but few organizations take the steps necessary to listen to and implement customer feedback in their organization. It is important that you actively examine the voice of customer data to understand what is going well, and what could be improved, in your customer experience. You can also improve customer experience by utilizing tools like sentiment analysis, which will help you analyze unstructured data. 

How Can Sentiment Analysis Be Used to Improve Customer Experience

Sentiment analysis can be a powerful tool for improving customer experience by providing real-time insights into how customers feel about your products or services. By analyzing text data from reviews, social media, surveys, and support tickets, your business can identify trends in customer emotions as well as promptly address complaints, and adjust your offering based on customer sentiments.

2. Personalize Interactions

The majority of today’s consumers expect personalized interactions. You can improve customer experience by tailoring communications and offerings based on individual customer behaviors. 

Examples of Personalized Interactions

For example, an e-commerce website might suggest a hat to go with a recently purchased shirt. Or a financial services institution might notice a customer opening a new savings account and suggest they meet with an in-house financial advisor. 

3. Streamline Processes

One of the best ways to improve customer experience is to improve organizational performance. If your organization is operating efficiently, your customers will almost certainly experience an efficient experience. For example, undergoing contact center optimization may help customer profiles become more easily accessible to agents. If agents can access customer information easier, they can improve issue resolution time and, as a result, improve the customer experience. 

4. Train Employees 

You can improve customer experience by ensuring that your employees are equipped with the knowledge and skills needed to deliver excellent service. Furthermore, suppose you understand the importance of employee loyalty. In that case, you know that employee retention is crucial in keeping costs low so that more time and effort can be spent trying to improve customer experience. 

Employee training goes beyond the onboarding process. It is also important to effectively manage and train employees continuously throughout their careers. Tracking employee statistics and their engagement with customers will help you train them to provide the best service.

5. Reduce Customer Churn

It might seem counterintuitive to try and improve customer experience by decreasing customer churn. But, the two are closely related. If you analyze your customer churn rate and find out what is driving churn, you can implement initiatives to eliminate churn factors in your organization. 

By removing the things that are causing your customers to leave, you will give them more of a reason to stay, which will improve customer experience. 

6. Reward Loyal Customers

Implement a customer loyalty or rewards program that acknowledges and incentivizes repeat business. 83% of consumers say that belonging to a loyalty program influences them to buy from a brand again. By offering discounts, early access to new products, or other perks, you can retain loyal customers by creating a sense of appreciation and rewarding them for doing business with your brand. 

7. Offer Self-Service Options

79% of consumers expect organizations to provide self-service tools, and 77% view organizations more positively when they do. By offering self-service options, you can help customers save time while simultaneously reducing the pressure on support teams. This leads to overall increased issue resolution and increased satisfaction. 

8. Respond to Reviews

Responding to reviews is an important part of improving the end-to-end customer experience. InMoment research shows that the majority of consumers expect organizations to respond to reviews within a week, but 63% of consumers say they’ve never heard back from a business after leaving a review. Responding to reviews is an important part of making your customers feel valued and understand the real-time performance of your customer experience efforts. 

With InMoment’s reputation management software, you can utilize AI to generate review responses. The responses can be tailored to your organization to match your brand’s tone and style guidelines. This functionality can make sure all customer reviews receive a response in a timely manner. 

9. Create an Omnichannel Experience

An omnichannel customer experience allows customers to have a consistent journey across all platforms whether online, in person, via mobile app, or over the phone. Customers should be able to switch channels without having to repeat information or experience a delay. By creating an omnichannel experience, you make it easier for your customers to interact with your brand how they want to, which will improve their experience. 

10. Track Customer Experience Metrics

You can continuously work to improve customer experience by tracking customer experience KPIs. You can use metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES) to monitor specific aspects of your customer experience and identify areas of improvement. By attaching metrics to your customer experience efforts, you make it easier to ensure that customer needs are consistently met and also gives you the ability to show customer experience ROI to key stakeholders in your organization. 

InMoment’s XI Platform gives you an overview of how your organization is performing on your most important metric, with the ability to dive deeper into specific aspects of the reporting. The XI platform also identifies the biggest areas for improvement to help you continue to realize CX success. 

Improving customer experience is an initiative that requires alignment throughout your entire organization. While the tips listed above represent a great starting point in your customer experience improvement journey, some industries require more specific focuses to move the needle. 

How to Improve Customer Experience in Retail

The ecommerce customer experience for retail brands has become increasingly important as consumers spend more time online shopping each year. In order to improve the overall retail experience, you need to take into account the ways in which your customers prefer to shop. Here are some tips to improve customer experience in retail: 

1. Offer Omnichannel Shopping Experiences

Retail consumers expect to switch between channels during their shopping experience easily. In the last 5 years, buy online pickup in store (BOPIS) orders have increased by over 200%. This means that more consumers than ever are starting their shopping online, and finishing it in-store. To account for this, ensure that your store is up to date with the latest technology so that these orders can be completed seamlessly. 

2. Implement Virtual Try-Ons

Using augmented reality technology to allow customers to try products virtually will enhance their shopping experience. One retailer saw that when a customer engaged with AR technology, they had a conversion rate that was 90% higher than customers who did not engage with the same technology. Utilizing this technology creates an interactive and engaging experience that helps customers make informed decisions and reduces returns. 

3. Curate Personalized Product Recommendations

88% of consumers are more likely to continue shopping with a brand that gave them a personalized experience, and 68% of consumers bought an item that they didn’t intend to based on recommendations. Using customer data to curate personalized product recommendations will increase customer loyalty and customer lifetime value. 

How to Improve Customer Experience in Financial Services

The financial services customer experience has changed a lot in recent years. Consumers are rarely visiting branches, and digital banking usage has increased exponentially. However, there are some values that all financial consumers share, and capitalizing on those will help your institution improve customer experience. 

1. Implement Personalized Financial Advice

Use data analytics to provide personalized financial advice based on customers’ spending habits, life stages, and goals. For example, InMoment research found that 25% of Gen Z and Millennials were not interested in pensions and retirement plans. These customers would prefer to hear about other money management opportunities. Consider implementing online portals or virtual advisor meetings that allow for these consumers to get personalized advice. Offering tailored financial advice will make customers feel valued and increase customer loyalty. 

2. Focus on Security and Fraud Prevention

InMoment research found that 90% of financial consumers were concerned about cybersecurity. In order to retain these customers, they need to trust that your organization will keep their data secure. Implementing advanced fraud detection systems, offering two-factor authentication, and regularly educating customers on cybersecurity practices can enhance trust and create a sense of security.

3. Develop Financial Literacy Programs

One of the best ways to retain financial services customers is to assist in their education. Offering educational resources such as webinars, tutorials, or guides, can empower customers to educate themselves and make informed decisions. By supporting financial education, you show your customers that you care about their long-term financial well-being. 

How to Improve Customer Experience in Healthcare

In order to improve customer experience in healthcare, you need to make it easier for patients to engage with your practice. In an increasingly digital world, patients are spending less time making phone calls to a provider’s office and spending more time researching and booking appointments online. Here are three main things you can do to improve the healthcare customer experience. 

1. Simplify Appointment Scheduling

The majority of consumers prefer to book appointments through digital channels such as online or via a mobile app as opposed to calling an office. To match this demand, make sure your practice has user-friendly scheduling systems that can be accessed from multiple devices. By offering these services along with appointment reminders, you make it easier for new and current patients to book and attend their appointments. 

2. Manage Local Listings and Reviews

It has never been more important for healthcare providers to have up-to-date information online. The quality and completeness of a provider’s profile is the most important factor to someone looking to book an appointment. Reviews are also important, as patients read an average of five reviews before choosing a provider. 

Consider choosing a local listings management software to help you ensure that your practice has the most accurate information available to prospective patients. This can also be used alongside a review management platform that will help you monitor and respond to reviews across the most important sites such as Google, Yelp, and Healthgrades. 

3. Build Mobile-Friendly Pages

When conducting research and reading reviews about a provider, almost 70% of patients prefer to use a smartphone or tablet. Similarly, the use of laptops or desktops to do this same research has dropped by almost 30%. In order to make your pages available to consumers on all devices, make sure that your website can support mobile devices, tablets, and desktop computers. This functionality will allow all consumers to view information about your practice and read reviews with ease. 

Why Improving Customer Experience Is Important for Organizational Performance

Improving customer experience is important for organizational performance because it can directly affect the amount of revenue your organization generates. Forrester research shows that improving your CX Index score by just one point can generate anywhere from $36 million to $1.2 billion in additional annual revenue depending on your industry. 

Improving customer experience gives customers more of a reason to stay customers, as well as recommend your organization to others. By finding the relationship between CX and growth in your business, you can accurately predict the financial improvement driven by CX improvement. 

How to Start a Customer Experience Improvement Program

Starting a customer experience improvement program is a step forward to becoming a customer-focused organization. When starting from scratch, there are three important things to consider to improve customer experience. 

1. Define the Vision and Goals

Start by outlining the kind of customer experience your organization is trying to deliver. This should align closely with your brand’s values and overall business strategy. Furthermore, choose which customer experience metrics your customer experience improvement program will track. You can choose between customer satisfaction (CSAT), Net Promoter Score (NPS), customer effort (CES), or any other metric that makes sense for your business. 

2. Secure Executive Support

It is important to make sure that the leadership and executive team at your organization understand the importance of CX and are committed to supporting the program. This will help secure resources and drive organizational alignment. 

After you have received executive support, you will want to appoint a CX leader. This can be a singular person or a team. The CX leader will spearhead the program’s initiatives and ensure accountability. 

3. Map the Customer Journey

After setting your goals and securing buy-in, you are ready to get started. You can start by utilizing customer journey mapping to understand the journey your customers go through when choosing to do business with you. This will help you understand the most important touchpoints and make an initial plan. 

To see a more in-depth look of running a customer experience improvement program, check out all the capabilities you gain with a dedicated customer experience platform. 

Improve Customer Experience with InMoment 

InMoment’s customer experience platform is designed to help you improve customer experience, regardless of if you are just getting started or already have an established system. Our best-in-class tools and experienced consultants will help you improve your main metrics. To see how InMoment’s platform can be customized to fit your needs, schedule a demo today!

References 

Mckinsey & Company. Experience-led growth: A new way to create value. (https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/experience-led-growth-a-new-way-to-create-value). Accessed 9/13/2024. 

Mckinsey & Company. Prediction: The future of Customer Experience. (https://www.mckinsey.com/tr/our-insights/prediction-the-future-of-customer-experience). Accessed 9/13/2024. 

Deloitte Insights. Challenging the orthodoxies of brand trust. (https://www2.deloitte.com/us/en/insights/topics/leadership/brand-trust-and-challenging-orthodoxies.html). Accessed 9/16/2024. 

yotpo. How Many Purchases Does it Take to Create Brand Loyalty? (https://www.yotpo.com/blog/purchases-brand-loyalty/). Accessed 9/17/2024. 

Forrester. How Customer Experience Drives Business Growth, 2022. (https://www.forrester.com/report/how-customer-experience-drives-business-growth-2022/RES177564). Accessed 9/18/2024. 

Yotpo. The State of Brand Loyalty 2022. (https://www.yotpo.com/the-state-of-brand-loyalty-2022/).  Accessed 10/1/2024.

Higher logic. 15 Customer Self-Service and Experience Stats To Know (2020). (https://vanilla.higherlogic.com/blog/customer-self-service-stats-2020/). Accessed 10/1/2024.

Adobe. Adobe Digital Economy Index. (https://www.adobe.com/content/dam/dx/us/en/experience-cloud/digital-insights/pdfs/adobe_analytics-digital-economy-index-2020.pdf).  Accessed 10/1/2024.

Retail Customer Experience. Why retailers should embrace augmented reality in the wake of COVID-19. (https://www.retailcustomerexperience.com/articles/why-retailers-should-embrace-augmented-reality-in-the-wake-of-covid-19/).  Accessed 10/1/2024.

Elastic. Personalization’s critical role in converting ecommerce searches into sales. (https://www.elastic.co/explore/improving-digital-customer-experiences/personalizations-critical-role-in-converting-ecommerce-searches-into-sales). Accessed 10/1/2024.