Forrester Wave Report
Leslie Stretch, Medallia CEO, and Borge Hald, Medallia Founder, Reflect on Being Named A Leader by Forrester in The Forrester Wave™ Customer Feedback Management Platforms, Q4 2018 Elena:...
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When customers aren’t engaging enough with your surveys, where do you look first to identify the proper fix?
Sometimes the problem lies in the survey’s existing content. Certain questions might be written or arranged in a way that confuses customers and drives them away. Or the survey might contain too many questions, causing customers to get tired (or bored) halfway through.
But there may be an even deeper, more philosophical problem: what the survey doesn’t ask.
Customers fill out surveys in the hope that their voices will be heard and will result in a tangible change — whether as resolution to a specific problem or improvements to future interactions. If none of the survey’s questions address the parts of their experience they care about most, they’ll be more likely to give unhelpful answers — or to give up entirely.
In these situations, honing in on what is most important to customers takes real work. You’ll have to speak with with people in your organization who deal with customers regularly and understand their concerns. You’ll also have to search existing customer data for answers — and perhaps even revise your vision of the journeys customers take with your business.
If you’re currently facing any of these challenges — or are looking for other ways to improve your survey program — you’re in luck, because we’ve just released a new e-book about designing great customer satisfaction surveys. Drawing from our decades of experience in helping customer experience leaders collect and learn from customer feedback, the book includes proven best practices for topics like:
Check it out using the form to the right!