Surveys & Feedback

Customer Experience Surveys & Feedback

Customer experience surveys are powerful tools that allow you to gather data about customers’ opinions and feedback about their personal experience with your brand. The insights gained from these surveys can be invaluable, within limits and when utilized appropriately. They provide data that can help identify what matters most to your customers, reveal problem areas, and highlight opportunities for growth and development.

Creating an effective customer experience survey is about more than asking “how likely are you to recommend this business?” It’s about gathering key insights, and most importantly, showing customers you value their feedback by taking acting on the results.

Qualitative Research: Are Your Teams Up to the Task?

As Heart of the Customer’s CX Practice Lead and a long-time marketing research practitioner, I’m always focused on gathering the most accurate data to answer the problem at hand. Why are sales lower than anticipated? Why is the customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

Back when I was first developing marketing research methodologies, I considered how to gather data as quickly, accurately, and cost-effectively as possible.

Internet-based surveys were relatively easy to conduct and could get me results fast…as long as I had access to email addresses. But with response rates less than 1.5% – on a good day! – I worried about non-response bias. Read more

Survey Says: Close the Loop!

I’m going to channel my inner Steve Harvey and imagine we’re playing a CX-themed Family Feud:

One hundred CX Leaders were surveyed and asked, “How can you quickly show tangible value from your CX program?”

And the survey saaaaaays…Close the loop!

Over the past six weeks, I have talked to a lot of CX professionals/nerds/geeks/leaders. That includes practitioners at Fortune 100 companies, people in Finance, and a variety of others. Over and over, I heard the same refrain from smart, well-intentioned people in programs struggling to show value. They lamented that are just not able to get the attention of the people they need to reach. That, in turn, means they can’t get the budget to make significant strides. Read more

B2B CX Strategy Trends That Should Be On Your Radar

Managing a B2B experience isn’t more or less difficult than managing a B2C experience. It’s just different…and more complex. The need to understand multiple levels of your clients drives that complexity and is critical to a successful B2B CX strategy. You have to analyze the journeys of decision-makers, influencers, and users, as well as how each of those journeys impacts your client’s ongoing loyalty. 

As I’m working on my new book, Do B2B Better: Driving Growth Through a Game-Changing Customer Experience, I think it would be helpful to share some B2B CX strategy trends that should be on your radar.

You don’t have to think about these. That is, as long as you’re okay with being among the 3 out of 4 who can’t show impact from their work. But if you’re a true Change Maker, these are the types of issues that might keep you up at night. Read more

Customers Give Feedback Every Day. Most Brands Just Aren’t Listening.

After decades of steady improvement, coinciding with the emergence of customer experience (CX) as a discipline, the America Customer Satisfaction Index now reports that customer satisfaction has been on the decline since 2019, erasing years of gains.

This despite organizations focusing on and investing more in CX than ever before.

SuperOffice’s survey of 1,920 business professionals shows that 46% say CX is their top priority in the coming year, beating out pricing or product. Consulting.us quoted a North Highland survey of 700 senior US and UK business leaders in companies with more than $1 billion in annual revenue that found CX to be the top strategic priority for driving growth in 2020.

So, what gives? How can so many companies be focused on improving the customer experience, yet customer satisfaction continues to decline? Read more

Good Data Beats Great Surveys

I had a call last week with a client who reached out to Heart of the Customer with a business problem they were trying to tackle.

Despite a portal update that was well received internally, an unexpectedly high number of customers continued to call their contact center to resolve issues.

“I really don’t get it,” she shared with me. “The answers to all of their questions are right there. They could solve it in 20 seconds on the portal, whereas a phone call takes minutes just to authenticate them. Not to mention that it costs us a ton more!” Read more

Change Management, Not “Bribes,” Improves CX

This post picks up where last week‘s left off…

In giving bonuses based on overall survey results, companies are assuming that 1. teams actually know what to do in order to improve customer satisfaction and 2. they won’t do it unless incented to.

Both points in that statement need to be analyzed.

First, understanding how to drive customer satisfaction (I’m using this as a catch-all for NPS, customer effort, etc.) isn’t that easy.

When I led a CX program in the health savings account (HSA) marketplace, I asked teams what they thought the top drivers of satisfaction were. Product thought it was about features. Marketing thought it was about educating on how to use the HSA. Sales thought it was about pricing.

They were all wrong. Read more

Why Do Bonuses for NPS Scores *Seem* Wise?

I’ll get right to the point: Change management is cheaper than bribing employees. It’s more effective, too.

The CEO of a client organization recently asked us about offering a bonus tied to their Net Promoter Score (NPS). He believed that this would motivate employees to think more about customers and improve their experience.

Without mincing words, I told him I thought that was a terrible idea – one that is universally frowned upon.

He pushed back: “Why? What’s the evidence? Other organizations are doing it. Why is it so bad?” Read more

Are Your “Averages” Obscuring Your CX Opportunities?

If I could only ask you one question to determine if you’re a Change Maker, it would be this: “Tell me about your data.”

Most of the more than 100 CX pros we interviewed in the course of our research last year responded with, “What do you mean?” Or they only mentioned survey data.

But not the Change Makers.

They understand that business data is what the organization runs on. And they have a thorough understanding of the metrics that make up their customer journeys, particularly their organizations’ key performance indicators (KPIs). Read more

Follow the Chain of CX Value to Drive Impact

Done right, CX is a business discipline where organizations thrive by investing in an improved customer experience. That notion is largely accepted, even though it’s not always practiced.

The challenge there is knowing where to invest.

Success requires finding the sweet spot where an improved experience leads your customers to spend more with you, stick around longer, and/or engage with you in less-costly ways.

So how do you find that sweet spot?

By working the issue backward and managing it working forward, through the Chain of CX Value.

Read more

One Size Fits All? Not for Metrics!

Imagine if your HR partners told you they were going to use one metric to measure all of your employees, and that should be how you determine each one’s overall effectiveness.

You’d push back immediately.

You’d say that your software developers should have different measurements than your salespeople, who should have different measurements than your trainers and your customer service reps.

And you’d be right.

So, why do we think all companies should use the same customer measurement? Read more