Research surveys are the main channel for acquisition of declarative data, hence, further analytics and effective implementation of the assumed strategic objectives depend largely on organizing the surveys. This article provides examples of touchpoints worth being covered by the surveys, and explains the benefits of decentralizing the surveys.
The indifference accompanying the search for right product, frustration associated with non-intuitive purchase process and finally, the joy of the received shipment – those emotions are short-lived, though their recalling may influence the decision to purchase again or to recommend a particular store and/or brand to friends.
„Listen, do not buy there, they have little range of products to choose and I waited more than a week to receive my shipment” – who haven’t heard such kind of opinion from a friend or family member? It didn’t matter that the product was not available only temporarily, due to a sale, and the delivery of the shipment took only 4 business days. Memories are inaccurate, exaggerated or – on the contrary – customers become indifferent to them, old impressions cease to be important and are difficult to be reproduced.
Therefore, in researching customer experiences, it is important to „catch” the respondent at the moment when the emotions are strongest and the opinions and impressions are not blurred by the lapse of time. The designed surveys are then radically different, the questions to be asked to the users using the search engine will not be the same questions than those for the users after a chat with a consultant of the customer service centre.
In YourCX, we have developed a variety of data collection and survey targeting mechanisms. Our system is able to sense the users’ intentions and respond appropriately by displaying the questionnaire adequate to the situation. The surveys we provide are the most often of the following type:
The above are just some examples of the most important brand touchpoints that are worth being covered by the surveys. In the course of further research and analytical work, there are almost always areas that are worth being included into the CX strategy. In addition to surveys based on the emotions and opinions accompanying particular interactions, it is also useful to consider the surveys concerning investigation of customer behaviours, preferences and needs, such as surveys on ROPO and revROPO effects.
Of course, for businesses that are just beginning to implement CX optimization, limitation of the number of surveys at the initial stages of that strategy is recommended. The multitude of data allows drawing extremely useful conclusions, however it is necessary to first learn the approach to their analysis itself. The real willingness and possibility of introducing regular changes are also important and those require developing effective processes and motivation to invest in customer satisfaction. Ultimately, that always pays!
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