DYK # 1: Did you know that not all surveys are equal?
Did you know…? Over the coming months I’ll be sharing some “Did you know” posts about CX and VoC. Today, we’ll start with #1: Did you know that not all surveys are equal?
We have a variety of different types of surveys and it’s important to understand that those serve different purposes. Ad-hoc surveys apart, we generally have 4 types of surveys as part of an ongoing CX / VoC program: Brand surveys, relationship surveys, journey surveys, and post-interaction surveys.
Let’s look into those and when best to use them:
1. Brand surveys:
What: Captures feedback from customers and non-customers on your brand and your competitors.
Purpose: Benchmark yourself against competitors and understand the wider market.
2. Relationship surveys:
What: Captures feedback from customers to help you understand the relationship between you and your customers.
Purpose: Improve the relationship, services and products for the brand.
3. Journey surveys:
What: Captures feedback from customers on a specific journey.
Purpose: Helps you improve specific customer journeys.
4. Post-interaction survey:
What: Captures feedback from customers (and sometimes non-customers) on specific interactions, e.g. a query coming into the contact center.
Purpose: Understand the experience your customers (and non-customers) have when they interact with your brand, people, services and products.
It’s important to choose the right survey to suit your purpose. Before you start, be clear about what type of information you need and how you’re planning to act on the insights you uncover. The quality of data you collect determines the quality of insights you generate. With the outcome in mind, choose the right survey type.
And in the next “Did you know…?” we’ll look into which metrics to use for those different types of surveys to get the best out of your CX / VoC program.
In the meantime, if you have any questions, don’t hesitate to get in touch 🤩
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