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3 Things On Your To-Do AFTER Creating A Feedback Survey
CloudCherry | Featured | August 30, 2016
This is the ultimate post, the final one, of the 3-part series on Questionnaire Creation. In this blog, we will discuss the three things that comprise your to-do list AFTER you create a feedback survey. In the previous two blogs, we went through everything you need to do before and during the feedback survey creation process. For maximum efficacy of this post, we suggest that you read the first two posts of this series before heading into this one.
Now that we’ve seen how to go about designing your questionnaire to perfection, let’s get down to what happens once you have created it
Once you’re done designing your questionnaire, put it through a pilot test. Select a sample group to fill out the survey for you; it pays to be doubly sure of your questionnaire’s standard. Send out a test survey to a sample audience of your selection – friends, family, etc.
Clear responses to the questionnaire in this phase is often a good litmus test of the questionnaire’s effectiveness. Take feedback from the samplers, if need be, and make the corrections as and where applicable. Analyse the responses collected from this sample group to ascertain whether or not the questions indicate exactly what you wish to learn from your customers. If a certain question does not fetch you the insights you seek to gain, alter the question accordingly to make it more comprehensible.
“To be able to ask a question clearly is two-thirds of the way to getting it answered.” – John Ruskin.
Asking the right question is one thing, while asking the right question ‘clearly’ is a totally different ball game. By allowing yourself to review your own questionnaire, you have the opportunity to improve any question such that it evokes responses with maximum clarity from the respondents.
You have already picked out your target audience and your best channels for reaching out to your audience. Now is the time to send out your perfect questionnaire to the select customers.
The trick is to try and maximize the reach by using as many customer interaction channels as possible, but not doing them all together. Measures need to be taken to ensure that no customer is inundated with feedback survey filling requests – on SMS, on emails, on the phone, and so on. Be clever when deciding what works with which kind of audience and restrict yourself to whatever you deem as the best channel to reach out to them.
CloudCherry’s Customer Experience Management Platform gives you access to 17 different channels on which you can interact with your customers. Not to mean that you use them all at once, but you could be smart and make sure you approach your customer with the request to fill out the feedback survey on the channel that best suits them. And since all the feedback you collect will be centralized, you will not have to worry about organizing and digitizing them manually!
Once you have sent out your questionnaire to the respective audience, responses will start flowing in from the various channels. Make sure you respond to all the customers that have taken the survey.
Throw in a “Thank You” note along with some kind of incentive. It pays (literally!) to respect your customers’ time and effort. Reciprocate their interest in responding to your survey by incentivizing them with something – something unique that will convey to them that you value their feedback as well as their association with your brand! Be sincere in your expression of gratitude as this will help you build an emotional connection with your customers. Isn’t building that emotional bond the key to customer loyalty?
“The more important reason is that the research itself provides an important long-run perspective on the issues that we face on a day-to-day basis.” – Ben Bernanke.
Every feedback survey has its purpose to fulfil. Getting feedback from your customers gives you the opportunity to fix loopholes that exist in your business processes.
As for making customer-centricity your next top priority, get in touch with CloudCherry to help you become a real Customer Experience champion!