Great customer surveys enable brands and organisations to get close to their customers. We all love to be listened to and understood - it's human nature! When I feel listened to I engage more, and when I engage more I'm in a better place to transact.
Visitor or customer surveys are so common place, and rightly so, as the information gained can greatly assist an organisation to make informed decisions on service improvement, marketing, products, services, staffing levels and training. But many surveys only capture the visitor who pays, or the customer who transacts. What about the rest of the party, the browser or the non buying customer - where there was an intention to buy but they either couldn’t or wouldn’t complete the transaction?
A poorly designed questionnaire will affect the quality of data gathered and therefore the resulting reports will lack accuracy. However, if you get it right, not only will you get improved response rates, but the information will be actionable
For any organisation that's already serious about providing an excellent customer experience, the little things really matter. In fact, over time, the little things become the big things.
With 77% of students visiting at least one open day, they are an increasingly significant influence in the student recruitment process. Understanding if they have delivered the right message to recruit these students, therefore, becomes a key concern for HE student recruitment officers.
I'm sure you've seen smiley faces in surveys. They're clever for many reasons, not least because:
- they are effectively multi-lingual
- smiley faces remove the need for text to be read
- they enable many different abilities to respond
- are quick and simple for gaining a response
- ...and smiley face buttons are suitable for most age groups.
Great, so we should all use smiley faces for feedback right? Well no, it's not quite that simple.
In recent years, an industry has grown around the collection and analysis of patient experience and satisfaction feedback. But how reliable is this data? The answer to this question is: "it depends..."
Small improvements to customer experience can yield big financial rewards for hotels and the broader private sector. The Forrester US research paper: The Business Impact of Customer Experience 2013, draws some compelling conclusions.
If we really want to know what our customers are experiencing, good, bad or indifferent, then we have to ask the question: why?
The ‘why’ question can become the bane of parents lives, children have a thirst for knowledge and a strong desire to get to the root reason for things. They’re inquisitive. For some reason adults often lose this passion for deep understanding.
The Harvard Business Review (HBR) identified significant potential drawbacks with customer survey techniques that focus on single points of customer contact.