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.

Patients want choices, but that doesn’t mean they want to choose

I recently interviewed a specialty health care practitioner on behalf of a health device manufacturer. My client identified him as being less successful in equipping his patients with their device.

We walked through the patient experience, from scheduling to the welcome and the examination. He shared his passion for his work, and how great it felt when he was able to help his patients. He loved his job, and it showed.

But according to my client, he was far less successful at actually getting his patients to get the product that would improve their well-being.

Where was the problem?

We continued to discuss how the appointments typically end. “Once we determine the need for [device], I give my patients brochures for several different manufacturers, and tell them to go home and read them, then to let me know which one they want.”

Bingo. Read more

It Takes a Broad Team to Improve Customer Journeys

I recently participated in a round table sponsored by Barclaycard Business discussing the importance to e-commerce businesses to plan and understand their customer journeys. You can read more about the round table here.

We discussed numerous topics. But one we agreed upon was the need to simplify the experience. Customers aren’t willing to figure out your site – if it’s not easy, they’ll abandon their purchase.

You might think this is a no-brainer. But, if so, why do we still have websites that make it hard to buy, with buried “Buy” buttons, or page after page of information required before completing the transaction? If we all want to make the journey easier, why are so many still so difficult? Read more

The CXPA and Heart of the Customer want your feedback (Last Chance!)

tag-433302_640Have you created journey maps? The Customer Experience Professionals Association and Heart of the Customer want to learn more about your experience! The survey is closing soon, so make sure to get your response in before it does!

Whether you created the journey map for your own company or another, we’d love it if you would tell us about it in this survey: http://bit.ly/2beOkXa. All survey participants will receive the full results, so you can learn about the state of the art in journey mapping.

We look forward to your participation!

The CXPA and Heart of the Customer want your feedback

tag-433302_640Have you created journey maps? The Customer Experience Professionals Association and Heart of the Customer want to learn more about your experience!

Whether you created the journey map for your own company or another, we’d love it if you would tell us about it in this survey: http://bit.ly/2beOkXa. All survey participants will receive the full results, so you can learn about the state of the art in journey mapping.

We look forward to your participation!

End Your Customer’s Experience on a High Note

HEX imageIn his terrific book X: The Experience When Business Meets Design, Brian Solis argues persuasively for ending your customer’s journey on a high note. Excellent advice, but not often followed. The importance of starting strong is well-known—websites begin with a striking visual, stores focus on greeting customers as they come in. But what about the ending?

Daniel Kahneman’s work (published in Thinking, Fast and Slow) reinforces the importance of ending on a high note. He explains that the experiencing mind is different from the remembering mind. Two parts of an experience have a disproportionate impact on how we remember it. First, the peak high (or low!) is remembered clearly. But second, the way the experience ends sticks with us with the same clarity. Both the high and ending points of the experience have a disproportionate impact on our memory – and thus, our loyalty. Read more

It’s time to rethink transactional surveys

Greensboro_MarriottAs a CX profession we’re addicted to surveys.  We want to know more about our customers, and a survey is our first response.

A survey by itself is neither good nor bad.  But what we forget is the unintended side effects of our surveys.  Remember – how you survey your customers is another part of your customer experience.  It does no good to learn how you’re doing if the result of your survey is a worse customer experience.

What Did They Want?

Take my recent stay at the Greensboro Marriott.  It’s a nice hotel, and I probably would have given a 9 or 10 on their survey.  Until I received this email (emphasis theirs – not mine): Read more

What the heck IS loyalty, anyway?

Is it your Net Promoter Score (NPS)? Customers who say they’re likely to purchase again? Some other survey metric?

Or is it something else.

If you spend as much time reading customer experience (CX) reports as I do, you might pick up on a theme. Many of us actually believe that if a customer says they’ll purchase more from us, then they actually will. So we call that loyalty.
Read more

Customer Effort Score 2 – Is it easy?

Loyalty impact of support callsEffort is the bane of your customer experience. Or, as I like to say, “Thinking is bad.” But is customer effort the right measurement to use?

First, an overview. The CEB created the Customer Effort Score (CES) as a transactional measurement. You can see my early post here. Its original phrasing was “How much effort did you personally have to put forth to handle your request?” and a lot of blogs still point to this confusing phrase. Luckily, the CEB reworded it to “The company made it easy for me to handle my issue” in the CES 2.0.

Unfortunately, they haven’t taken the next step to call it the Customer Easy Score, which is much more fun to say. Read more

Webinar: Thinking is Bad

nanoRep and I recently partnered on a webinar to discuss reducing effort in your customer experience. We discuss the Customer Effort Score, simplicity, and how to use self-service to prevent customer disloyalty.  You can view a summary at http://nanorep.com/blog/VIDEO—Thinking-is-Bad-Drive-Customer-Loyalty-by-Simplifying-Your-Service-Experience.  Enjoy!

customer service letter

The future of surveys? Maybe no surveys at all

scan0002Ending the tale of being rear-ended, I found another great lesson. Geico took care of my car, having ABRA Auto Body put on a brand-new bumper. As I checked out, ABRA gave me a document to “help” me fill out my survey. Yes, they told me exactly how I should fill out my questions!

Perhaps this shouldn’t surprise me. We’ve all heard of car salespeople, retail employees and restaurant staff who game the system. But to actually create a document telling me how to fill out the scores was a new one!

Now combine gaming with survey fatigue. So many of us are becoming customer-obsessed, that we each send out more and more surveys. Each individual survey isn’t bad, but I can no longer go through a day without at least one survey request. Our local paper had a great column talking about the survey experience here.

Maybe it’s time to start thinking about the post-survey world.  What would you do if you could never use a 10-point scale again? Read more