This article was based on the interview with Martha Brooke by Greg Kihlström, AI & Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Improving customer experience survey methods is crucial for brands to truly understand and enhance their customer interactions. In a recent podcast episode of The Agile Brand, Martha Brooke, Chief Customer Experience Analyst at Interaction Metrics, discussed the importance of adding science to customer experience programs, specifically focusing on the science of CX surveys. In this article, we will explore how brands can improve their customer experience survey methods to achieve more accurate and actionable insights.
One of the key points Martha made in the podcast is that many customer experience programs are not as scientific as they could be. This is evident in the widespread use of Net Promoter Score (NPS) and other survey methods that may not be used in the most effective or meaningful way. To improve customer experience survey methods, brands should consider the following strategies:
- Use surveys strategically: Instead of asking the same NPS question at every touchpoint, brands should use surveys strategically to gather specific feedback on different aspects of the customer experience. This could involve tailoring survey questions to different stages of the customer journey or focusing on key interactions that are most important to customers.
- Ensure representative response rates: Low response rates and biased feedback can skew survey results and lead to inaccurate conclusions. Brands should take steps to ensure that their survey samples are representative of their customer base, which may involve using different survey distribution methods or incentivizing participation from a diverse range of customers.
- Incorporate scientific principles: To make customer experience programs more scientific, brands should apply rigorous research and analysis methods to their survey data. This could involve using statistical analysis techniques to identify patterns and trends in customer feedback, as well as conducting controlled experiments to test the effectiveness of different CX initiatives.
- Focus on actionable insights: Ultimately, the goal of customer experience surveys is to generate insights that can drive meaningful improvements in the customer experience. Brands should prioritize actionable insights that can be used to inform strategic decisions and prioritize resources for initiatives that will have the greatest impact on customer satisfaction and loyalty.
In conclusion, improving customer experience survey methods requires a strategic and scientific approach to gathering and analyzing customer feedback. By using surveys strategically, ensuring representative response rates, incorporating scientific principles, and focusing on actionable insights, brands can enhance their understanding of the customer experience and make data-driven decisions to drive continuous improvement. By following these best practices, brands can create more meaningful and impactful customer experiences that drive loyalty and long-term success.
