There's an interesting conundrum happening in the CX space. We're moving away from surveys, because nobody's filling them in anymore. Customers don’t have the time or the inclination to answer 40 questions. And, let’s be honest, no one is ever ‘somewhat satisfied’.
This leaves us with a challenge. How can we get insight that is representative of ALL our customers if our surveys aren’t working? The answer is to take a different approach. It’s time to break apart our surveys and start to think about the individual questions in the context of the whole customer journey, rather than seeing them as your one and only chance to capture feedback from your customers.
CX Rebels Tip: Pull apart your survey. Grab a print out of your whole survey, get the scissors and cut it up into the individual questions. Then physically map these questions along your customer journey, matching them to the touchpoints that they relate to.
Now, instead of asking one long, irrelevant survey at the very end of a customer journey, you can ask just one or two questions at each touchpoint. It’s much easier and more relevant for the customer - it only takes 30 seconds, not 20 minutes to complete. Plus it means you can ask for feedback at the right time - exactly when they’re experiencing that touchpoint, rather than long after it happened. It means you can pinpoint what is going right (or wrong) in the moment, rather than having to wait until it’s too late to make a difference.
Breaking down your surveys is also better for brands because response rates are much stronger. Surveys will typically get a response rate of 2–5%, whereas real time feedback, with the right questions, will typically get a 35%-50% response rate. For OVO Energy, a real time approach led to over 50% of customers engaging and leaving feedback - not a bad result!
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