Declarative data: brand touchpoints

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:

• General surveys relating to the appearance and navigation of the website, as well as purpose of the visit and meeting user needs. Those are mostly the only types of surveys loaded through a conscious click on the widget placed on the home page, so they also attract a group of extremely frustrated users.
• Surveys concerning search engines, allowing optimization of searching mechanisms, improvement of filtering and readability of descriptions.
• Surveys concerning product pages, relating to the manner information is presented. Such surveys may also include questions about indicating the most important elements on the page, the quality of photos, or the usefulness and readability of descriptions.
• Surveys concerning pages with product categories or offer. Those surveys allow to improve navigation, quality of product/offer presentation and, for example, to optimize filtering.
• Surveys concerning leaving the website, loaded after identification of intention to end the visit. The questions are about the reasons for leaving and the purpose of the visit. That type of surveys also provide great insights into technical errors.
• Surveys concerning investigation of purchasing process abandonment, the so-called „cart abandonment” studies, relating directly to purchase finalization. Those surveys may be triggered by prolonged inactivity on the process pages, or after the cart is filled and the user is navigating on the website. Such surveys cover a number of sensitive issues – from those related to the offer, through technical problems, to delivery terms and payment issues.
• Post-purchase surveys that cover the entire purchasing process, both in the context of website appearance and navigation, as well as the issues related to payments, product availability or delivery methods. That kind of surveys is characterized by high ratings and high NPS, as the questionnaires are completed by the users who have found the products they were looking for, have dealt with the purchasing process and are looking forward to realisation of their
• Post-delivery surveys, either in the form of a link in an email sent after receipt of the ordered product or by invitation to participate, in the form of a QR code and web site address on the invoice or in the leaflet accompanying the shipment.
• Surveys after contact with Customer Service, implemented through various methods and covering a variety of forms of contacting the consultant, from phone calls, through website -integrated livechats, to email exchanges. The results of those surveys are often one of the most important determinants of the effectiveness of consultants, and the emphasis on conducting such surveys is very high – contact with Customer Service Centre has the strongest influence on brand image and customer emotions.
• Surveys concerning payment methods – most often in the industries where customers make regular payments, e.g. for telecommunications services. Those surveys support offering and marketing and allow optimization of all issues relating to payment of bills.

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!