And neither should you. Read more
Customer Experience Surveys
What is a Customer Experience Survey and How Can it Help My Business?
Customer experience surveys allow us to gather data regarding customers’ opinions and perspectives about their personal experience with your business. The insights gained from these surveys are invaluable, as they provide data that can help identify what matters most to the customer. They unveil problem areas and highlight areas for further growth and development. A customer experience survey is a powerful tool. Creating a customer experience survey is about more than asking how “likely are you to recommend this business?” It’s about asking the right questions and showing you value your customer’s feedback. Learn more below.
Three years ago, Nicole Newton (then Director of Customer Experience with Thomson Reuters, now at Heart of the Customer) spoke at a Market Research Association (MRA) conference. The topic was “Moving from Insights to Action,” about making the move from Market Research to Customer Experience (CX), as we both recently had.
The biggest change we discussed was that in traditional market research you’re expected to develop a clear report that shows the research results and the insights generated from the work, and then you’re done.
When we moved to CX, the rules changed. We still needed to do thorough research and generate insights. But CX requires you to go further, and drive customer-focused change. Read more
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
Have 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!
Transactional surveys are risky. With so much riding on them, there’s too much temptation to game the system – not just by front-line employees, but by managers as well.
But healthcare brings it to a whole new level. As a part of the Affordable Care Act, hospitals are judged on standardized patient experience scores (called HCAHPS, or Hospital Consumer Assessment of Healthcare Providers and Systems), with low scores having significant financial implications. And it’s really impacting healthcare – particularly those organizations with lower scores.
The reactions are interesting to watch. This article is clearly in the anti-survey camp, and it’s over the top. As one of my clients said, “I’ve heard this over the years, but it was surprising to see it in print.” Apparently, hospitals have to decide between letting people sleep at night and letting them get infections! One interviewee grudgingly admits that patient experience isn’t completely worthless.
This is a better article, from The Atlantic Journal, forwarded by another client. While it’s still a bit over the top (“Patients can be very satisfied and dead an hour later,”) it does suggest that some hospital leaders are gaming the system. This introduces some lessons for all of us. Read more
As 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.
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
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.
Ending 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
I’ve been active in HOBY Minnesota for seven years now. HOBY is an international program that offers annual leadership seminars to high school sophomores, challenging them to log 100 hours of community service in the following year. We have a clear vision on what we need to measure. Whereas businesses often use revenue as a primary measurement, we focus on logged community service hours.
But as with revenue, logged hours is a trailing indicator. So how do we get a sense on how we’re doing while at the seminar?
This isn’t just a non-profit question. My clients struggle with this, as well. When we build our customer experience program, how do we measure how we’re doing today, so we can predict tomorrow’s results? And most businesses get it wrong, because they focus on what feels right.
Two quick examples: Read more
I led the “Developing Customer-Focused Metrics to Drive Your Customer Experience (B2B)” Unwound Sharing Session at last week’s CXPA Insights Exchange. This was a session where participants shared what’s working for them.
As we shared our best practices, one member pointed out how we were all focusing on metrics – questionnaire-based responses from customers. And sure enough, most of the debate revolved around whether to use Net Promoter Score, the Loyalty Index, satisfaction, or another survey-based metric. This makes sense – we often have a budget for this type of work, and this is one of the few areas where the customer experience team may actually have some control. So it’s what we typically use to gauge how our customer experience is doing.
And what’s wrong with that? Nothing by itself. Except that these measurements can feel disconnected for your teams that are trying to deliver a great customer experience. Telling teams to improve their Net Promoter Score is equivalent of telling managers to make their employees happier. Both are good goals, but neither gives any direction about how to do it. Read more
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Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.