Customer Experience Survey

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Three Steps You Should Take Before You Send a Customer Experience Survey

Customer experience surveys have served us well when it comes to collecting customer feedback data. When we have questions about the experience, there’s no better way to get answers than asking our customers directly, right? Before you answer this question, let us present you with a few facts.

First, let’s consider survey fatigue. Because if you’re reaching out to your customers every time you have a question, there’s a serious possibility that they’ll get tired of your questions and stop participating. This leads to lower response rates, which can affect the quality of the results you receive. Even worse, it can even cause over-surveyed customers to have a negative perception of your brand. 

Second, research shows that today’s customers are less likely to leave feedback via a traditional long form survey. In recent research done by InMoment’s Strategic Insights Team, we found that only 21% of US consumers were willing to fill out a traditional survey, a significant decrease when compared to results three years prior.

These customers much preferred methods like Microsurveys, as well as social media and review sites. Branded chatbots are also growing in popularity.

Getting Outside of the “Customer Experience Survey” Box

When you consider these two elements, it becomes clear that today’s brands need to start thinking outside of the survey box and start utilizing alternative feedback methods. However, that doesn’t mean we need to abandon surveys all together! It just means we need to send them at the right time and for the right reasons.

Today, we’ll talk through three expert-advised steps you should take before you send that customer experience survey. Shall we dive in?

Step #1: Ask, “What Am I Trying to Achieve?”

This first step may seem a little rudimental, but we find that it is often the most vital, yet overlooked element of a successful customer experience survey strategy. We often tell our clients to “design with the end in mind,” meaning to think about not just what you want to accomplish tomorrow or even a few months from now, but when you think about your ideal future state of your customer experience, what does it look like? Only then will you be able to accurately identify how to get from point A to point B. 

Failure to pinpoint your goals when it comes to survey strategy often looks like sending too many surveys with too many questions, leading to too much data—and therefore, too little intelligence. 

That’s why we suggest getting your team together (and maybe including some expert consultants like our Strategic Insights Team) to decide what problem you’re trying to solve or what you’re trying to improve. 

For example, are you striving to increase market share? Retain existing customers? Knowing the answers and setting goals right off the bat will help you narrow down the areas to listen (because if you listen everywhere, you end up with a lot of data and no answers).

Step #2: Take a Look at Your Current Data

Wondering what questions will surely cause survey fatigue? The ones that you should have the answers to already. That’s why it’s so important to take a look at your existing customer data. This can be inferred data (such as customer relationship management data) or internal data (from emails, slack, and the like).

Today, there is no shortage of data. So, why would you want to add even more to your pile when your existing data might already hold the answers you seek? 

Using the same example from step one, if you are looking to increase retention, you may be able to use inferred/internal data to identify that 30% of your churn is driven by a lack of personalized experiences. That gives you an area in which to take action, all without sending a single survey!

Step #3: Consider Existing External Data

So you’ve decided what you’re trying to achieve and sorted through your existing inferred and internal data. Now what? Next comes the data that already exists, but maybe you don’t have access to it yet.

We are of course referring to indirect data, such as comments and ratings from Glassdoor or other review sites as well as social media comments, credit card and IP targeting data, and the like. The right Experience Improvement partner should be able to help you access this data and the insights it holds.

 By leveraging indirect data, you are gaining additional insights from existing customers and employees, but also non-buyers and non-employees. For instance, if you examine Glassdoor data from competitors, you can identify why their job postings are attracting candidates. You can then leverage that data to improve your own postings.

Now You Can Send That Survey!

Still have questions? Great! These are the perfect candidates for sending a quick survey. By following the three preceding steps, you can rest assured that you have exhausted all of your considerable data resources, and can send out a strategic, minimal survey without risking survey fatigue.

Want to learn more about how you can start thinking outside the “customer experience survey” box? Talk to our expert team here to learn about the customer feedback collection methods that will work best for your brand! You can reach out to us here, or talk to one of our team members instantly by selecting the chat icon in the bottom right hand corner of this page!

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