In a digital-first world, too many companies continue to rely on NPS, CES, and CSAT surveys as the primary source for customer insights. Companies must develop a robust capability to collect, analyze, and act on customer insights.<\/p>\n
The use of post Support and Customer Success transaction surveys to gather satisfaction or Net Promoter scores are common. Although widely used they seldom tell us much about true customer sentiments or suggest customer intent. A customer that indicates positive sentiment still may be at risk of churning.<\/p>\n
To gain rich customer insights you must expand your data gathering and analytical capabilities to include multiple sources of customer data and embrace best practices and advanced tools including AI<\/a>. Consider the following best practices for deeper, more meaningful customer insights:<\/p>\n Too often we find that customer surveys never get opened or responded to. Sometimes the customer does not have the time or interest to respond and other times your request for feedback never gets to the customer.<\/p>\n Deliverability has become a challenge for digital markets and anyone that wants to get a message to the customer via e-mail. To overcome deliverability challenges, consider the following:<\/p>\n If you get through the spam filter you still need customers to invest their finite time to share feedback.\u00a0 They often need a reason. If they are upset with you, you are more likely to get feedback. If you want a well-rounded and representative responses make the case for why you need to hear from everyone.\u00a0 Make it fun, make it compelling. Consider:<\/p>\n Once you get the time and attention of your customers make certain that you collect quality information.\u00a0 Don\u2019t waste time collecting answers to questions you already know or have a strong sense about. Ask about topics that will expand your knowledge of what customers need, like, or don\u2019t like. Consider:<\/p>\n Consider who you need to hear from. Survey samples can bias your responses by focusing on a narrow segment of your customer base or excluding some customers. Consider:<\/p>\n Customer feedback is more valuable when you understand the context of who the customer is in relation to your business. Be certain to link customer surveys to existing customer records. Consider:<\/p>\n Custom insights gained through surveys represent a fraction of what you can and should know about your customers. Look for customer specific feedback and insights through digital interactions including case records, community, and social posts.\u00a0 Use multiple sources of insight to understand customer needs, expectations, and perceptions.<\/p>\n When you measure customer satisfaction do not think of your satisfaction score as your end goal \u2013 think about how these insights can be used to positively influence customer behaviors. Encourage more customers to:<\/p>\n Effective customer satisfaction strategies provide the necessary insights your company needs to make decisions about products, programs, services, and policies that will result in driving positive financial benefits.<\/p>\n While it is possible that satisfied customers will stop doing business with you, it is nearly certain that dissatisfied customers will be the first ones to churn.<\/strong><\/p>\nImprove Deliverability \u2013 Get your questions to the customer\u2019s inbox.<\/h2>\n
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Compel Customer Responses \u2013 encourage customers to respond.<\/h2>\n
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Collect Actionable Insights \u2013 Make certain you can act on what you learn.<\/h2>\n
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Target the Right Audience \u2013 Collect insights from the customers you need to hear from most.<\/h2>\n
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Maintain Context \u2013 Understand the context of the insights you collect.<\/h2>\n
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Supplement CSat, NPS, and CES with Digital Intelligence \u2013 Don\u2019t rely on customer surveys alone.<\/h2>\n
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Conclusions<\/h2>\n
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