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Research surveys are the main channel for acquiring declarative data, and hence further analytics and the successful implementation of the research objectives mainly depend on their correct layout. In this article, we present examples of contact points worth covering in surveys and explain the benefits of using multiple surveys.
The unimaginable breadth of choice when searching for the right product, the frustration of an unintuitive shopping process, or finally the joy of receiving a shipment - these emotions are short-lived, although their recollection can influence the decision to make another purchase or to recommend a particular store and/or brand to friends.
An online customer survey can bring significant benefits to a company, ranging from better tailoring of marketing communications to improving the quality of services provided. The best time to conduct such a survey is when the customer still remembers their experience.
Brand touch points are key moments that determine consumer perceptions of a company and influence purchasing decisions, loyalty and long-term relationships.
Touch points refer to all contacts between a brand and a consumer. These can take the form of direct interactions, such as talking to a company representative, or indirect interactions, such as through advertising or learning about product packaging.
Points of contact are of great importance in marketing strategies, as evidenced by the fact that they can occur in both the online and offline worlds. They can be divided into three main types:
Digital - all online interactions, from website visits to social media comments.
Physical - personal interactions, such as in-store service or product experiences.
Unconscious - unintentional impressions, such as feedback from other customers or informal articles.
To effectively study customer satisfaction, it is essential to identify the key moments when a customer interacts with a brand. Customer satisfaction analysis can take a variety of forms - from online surveys, to website behavior verification, to social media monitoring. Each of these methods allows you to explore different aspects of the customer experience, from satisfaction levels, to assessing service quality, to brand loyalty.
The appropriate research method should be selected, taking into account the specifics of the points of contact and expectations regarding the type and depth of information obtained. Qualitative methods, such as one-on-one interviews or focus groups, allow you to explore customer attitudes and emotions. Quantitative methods, such as online surveys, are useful for collecting statistical data on a larger scale.
An effective questionnaire must be designed to elicit reliable and valuable information. Questions should be clear, specific and not lead the respondent to a particular answer. Attention should also be paid to the logic of the sequence of questions and the ability to easily analyze the data collected.
Point-of-contact surveys are best conducted at regular intervals to monitor changes in customers' perception of the brand. The optimal timing of the survey depends on the specifics of the industry and product. The frequency should be adjusted to get a complete picture of customers' interactions with the brand, while avoiding over-reactivity to short-term changes. Constant surveys with advanced blocking mechanisms work very well, so as not to irritate customers with frequent survey displays.
The best time to conduct CAWI surveys depends on several factors, including the purpose of the survey, the target audience and the specific industry. However, there are some general guidelines that can help you choose the optimal time:
Online customer research should be conducted at each stage of the customer lifecycle. For the recognition phase, initial consumer behavior and preferences should be analyzed. In the consideration phase, the customer compares options, which is the ideal time to collect data on product expectations. Finally, after the purchase, it is essential to understand the consumer's perceived experience, as well as their satisfaction.
It is necessary to monitor key points in the purchase path, such as entering the site, adding the product to the shopping cart and finalizing the transaction. At moments of cart abandonment, it is worth analyzing what caused the decision. In turn, soliciting feedback immediately after the purchase gives insight into the quality and effectiveness of the buying process.
In some industries, seasonality can have a big impact on customer behavior and needs. Conducting surveys in the pre-seasonal, seasonal and post-seasonal periods will help you understand these changes and adjust your business strategy accordingly. In industries such as fashion or tourism, there is a cyclic nature, which means that surveys can be planned in accordance with these periods to learn about the specific preferences associated with a particular season.
Introducing a change in an offering, whether a major product update or a minor service modification, is a good time to conduct a survey. This will allow you to assess customer reaction to the changes and quickly correct any shortcomings.
Testing the effectiveness of advertising or promotional campaigns through online surveys gives direct insight into how the campaign was received by potential customers and how it affected their perception of the brand.
The world is constantly changing, and with it the needs and expectations of customers are changing. Conducting research in response to new trends or market events (e.g., regulatory changes, new technologies) will keep your offerings current.
If data from analytics tools indicate a decline in conversions, increased churn rates or other problems, conducting a survey can help identify causes and find solutions.
YourCX has developed a variety of data collection and survey targeting mechanisms. The system is able to sense users' intentions and respond accordingly, displaying the right survey for the situation. Below are examples of the most important brand touchpoint surveys:
General surve ys about the appearance, navigation and purpose of the visit and satisfying user needs. These are mostly the only surveys available to be triggered by consciously clicking on a widget placed on the site's home page, and therefore also attract a group of extremely frustrated users.(see example)
Search engine research, which allows to optimize search mechanisms, improve the performance of filters or increase the readability of descriptions.
Product page research, which looks at how information is presented. They may also ask about the selection of the most important elements on the page, the quality of images, or the usefulness and readability of descriptions.
Studies of product category pages or offer pages. They allow to improve navigation, increase the quality of product/offer presentation and, for example, optimize the performance of filters.
Site abandonment surve ys triggered after identifying intent to end a visit. It asks about the reasons for leaving and the achievement of the goals of the visit. This type of research also provides a great deal of knowledge about technical errors.(see example)
Shopping process abandonment surveys, or so-called "shopping cart abandonment" surveys, which deal directly with the finalization of a purchase. They can be triggered by prolonged inactivity on the process pages, or after the shopping cart has been filled and keyed in on the site. These surveys address a range of sensitive issues - from those related to the offer, to technical problems, to delivery terms and payment issues.(see example)
Post-purchase surveys, which look at the entire shopping process, both in terms of site design and navigation, as well as issues related to payment, product availability or delivery methods offered. Surveys of this kind are characterized by high ratings and a high NPS, as the survey goes to those users who have found the products they are looking for, dealt with the purchase process and are cheerfully waiting for the order to be fulfilled.
Post-delivery surveys can be implemented both in the form of a link placed in an email sent upon receipt of the order, and through an invitation to participate in the form of a QR code and web address placed on an invoice or flyer attached to the shipment.(see example)
Post-contact surve ys assessing the quality of customer service are carried out in a variety of ways and can cover various forms of contact with a consultant, from phone calls, through livechat integrated into the service, to email exchanges. The results of this type of research are often one of the most important indicators of consultants' effectiveness, and the pressure to conduct this type of research is very high - contact with the BOK has the strongest impact on brand image and consumers' emotions.
Studies of payment methods, which are most often associated with industries in which consumers make regular payments, such as for telecommunications services. These surveys support offering and marketing activities and allow optimization of all issues related to the convenience of paying bills.
ROPO (Research Online, Purchase Offline) research, which allows us to assess how searching for specific products online affects purchases made in a stationary store, i.e. how digital communication (website, social media, etc.) affects offline sales. Similarly, revROPO (Research Offline, Purchase Online) analyzes the impact of viewing a product in traditional stores on subsequent online purchases. These approaches are particularly useful for companies that have both in-store and online stores, providing a more complete picture of consumer behavior.
Before researching brand touchpoints, it is important to define the research objectives in detail and select the right target group so that the results obtained are reliable and useful.
The first step is to define the research objectives. You need to specify what information you want to obtain and how it will be used to optimize the customer experience. Is the goal to increase customer satisfaction, attract potential customers or perhaps identify barriers to purchase? Clearly outlined objectives will allow you to focus your research on the most relevant aspects of brand interaction.
The next step is the selection of the target group. It should be representative of the entire customer base of the brand or segment the company intends to attract. This helps to obtain data that reflects the actual expectations and needs of users. The selection of recruitment techniques and data collection methods will vary depending on the profile of the group being studied.
After completing the survey of points of contact with the brand, it is necessary to effectively process the data obtained. Activities should focus on implementing changes and monitoring effects to maximize positive customer experiences.
The first step after analyzing the results is to implement changes in the studied area that need improvement. The company should prioritize, that is, focus on the elements that most affect customer satisfaction and loyalty. In this phase, it is crucial to involvethe departments responsible for customer service, marketing and sales, so that any modifications are consistent with the company's overall strategy. For example, if the problem is the quality of customer service and specifically the long wait time for a response, changes may include staff training or the introduction of automated systems for handling inquiries.
Next, it is essential to continuously monitor the effects of the changes made. Companies should regularly use tools such as satisfaction surveys, complaint analysis and online customer behavior tracking systems to assess whether they remain in line with consumer expectations. It's worth using KPIs (Key Performance Indicators) that accurately reflect progress in areas critical to the customer experience. For example, if the goal of the changes was to improve customer feedback on service, an important KPI might be to reduce the number of negative reviews in the online store.
Now that every customer has the ability to express his or her opinion online, customer satisfaction surveys are becoming an integral part of any company's marketing strategy. Conducting regular surveys, using open-ended questions, analyzing buying habits and tailoring offers to the needs of the target audience are the keys to success in building a positive brand image.
In order to fully understand the customer and create a coherent and effective brand communication strategy, it is essential to integrate research results with marketing and sales activities.
After conducting research, it is important to adjust the tone and message of marketing communications based on the insights obtained. It is necessary to analyze the expectations and needs of customers derived from the point-of-contact study, and then adjust the creation and content of communications to make them as relevant as possible to the target audience. This allows you to increase audience engagement and improve campaign effectiveness.
Strategic optimization of purchase paths requires taking into account information about how customers interact with a brand at different stages of the buying process. Making changes based on research data can significantly increase conversions. Examples include: simplifying the online purchase process, improving the product recommendation system, or making product information more easily accessible.
Resolving problems encountered during online customer research requires in-depth analysis and an effective adaptation strategy. Companies should be prepared to identify the most common challenges in order to manage customer satisfaction.
When conducting online surveys, respondents encounter technical problems, such as software crashes or errors in survey forms. Equally significant can be problems with the representativeness of the survey sample, where it is difficult to achieve a full cross-section of the target customer group. In addition, the need to keep respondents engaged is a challenge, given the wide range of content available online, which can be distracting and reduce response rates.
To address these issues, it is crucial to use reliable survey software that is constantly updated and monitored to ensure the survey runs smoothly. To ensure that the sample is representative, it is worthwhile to use an experienced research partner to help achieve a diverse and targeted sample. To increase response engagement, surveys should be short and concise, and enhanced with interactive elements such as images or videos that can help keep respondents' attention.
Developing an effective brand touchpoint strategy in the online environment requires an understanding of research methods, survey frequency and the importance of the touchpoints in question to the brand's communications strategy.
Online customer touchpoint research methods include customer satisfaction surveys, analysis of user paths on the website, user sessions, and monitoring of customer feedback on social media.
The most important brand touch points for a marketing strategy are those that have the greatest impact on customers' purchasing decisions, such as the site's home page, product reviews, and customer service interactions.
Surveys, chats, product reviews or spontaneously left comments are just some of the channels through which customers express their opinions. By analyzing this data, companies can react quickly to problems, but also identify positive aspects of their business that are worth highlighting and developing. The two primary ways to manage customer feedback are to contact customers directly and focus on solving problems, and to use customer feedback to improve products and services
Best practices for online touchpoint management include integrating data from different channels, personalizing the customer experience, and continuous optimization based on collected data and customer feedback.
Measuring the effectiveness of touchpoints in digital channels can be done through conversion analysis, engagement metrics, satisfaction surveys, and tracking changes in brand loyalty and perception among customers.
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