What kind of customer experience does your business offer? Which of your products and services do your customers like? What areas in your products and services need improvement? Many businesses seeking answers to these questions aim to collect more data in customer experience surveys and create rich analyses.
Businesses have adopted the motto of business guru Peter Drucker, “You can’t manage what you can’t measure.” So far, everything seems fine. However, the problem arises when businesses wanting to measure the experience fail to ask the right questions at the right time.
One in 5 Customers Leaves You Because of Your Survey
According to a study published in Forbes, some customers refuse to fill out customer satisfaction surveys. Their excuses range from surveys being too long or too frequent, to feeling that their opinions are not valuable, making the surveys meaningless. Nearly one-fifth of customers (19%) say they have stopped doing business with a company because they found the survey too long.
Completion Rate Decreases as the Number of Questions Increases
It’s a well-known fact that as the number of questions increases, the survey completion rate decreases. Surveys designed with the logic of “let’s ask a few more questions while we have the customer’s attention” see sharp drops in completion rates. At Wiseback, we observe that while a single-question experience survey has a completion rate of over 95%, this rate can drop to around 50% for surveys with 5 or more questions.
When designing experience surveys, remember that this is not a research survey. In experience surveys, the most appropriate method would be to complete the survey with one closed-ended and one open-ended question, in addition to the metric you use to measure the experience (NPS, Happiness, CSAT, CES).
Create a Logical Flow
Instead of asking the same set of questions to all customers, use a deductive method to determine the next questions based on the answers given to closed-ended questions. With this method, a satisfied customer can complete the survey by giving a single score, while an unsatisfied customer can answer a few more questions about their negative experience before completing the survey. You can read our related article here.
Leverage Technology for Correct Timing
If you’re still sending experience surveys in bulk to your customers at regular intervals (weekly, monthly), we can say that you’re not getting the timing right. You can easily achieve the right timing with transaction-based experience surveys sent to customers. Wiseback offers API services that allow you to easily set up automation to send your experience surveys at the right time. Ask the right question at the right time with rule-based triggered survey sends after each customer transaction. You can set rules such as sending only 1 survey to a customer in 60 days, and measure their experiences without overwhelming your customers with surveys.
In conclusion, you can effectively measure and improve your customers’ experiences by asking the right questions at the right time and leveraging technology. By using short, concise surveys with logical flow, you can capture the best opportunity to receive feedback from your customers.
Remember, improving customer experience is not just about collecting data, but using this data correctly. With Wiseback, you can measure your customer experience while also increasing customer loyalty.
Meet Wiseback
Would you like to review your business’s end-to-end customer experience processes, utilize technology effectively, and propel the customer experience you offer into the future? For more information about Wiseback solutions, feel free to contact us.
