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Conducting and Analyzing Your Customer Experience (CX) Surveys

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Measuring the Customer Experience (CX) has been shown to have a huge impact on repurchase behavior. In fact, you’re 14 times more likely to sell to an existing customer than to sell to a new customer.

There are many ways to engage your customers and measure their experience, but here’s how you can get started:

How to Obtain Data

Customer surveys are the most common way to gain insight into customer satisfaction. Some important things to take into account when considering surveying your customers:

  1. Timing and Frequency: customer surveys should be sent between 30 and 300 days after purchase. Annual surveys following the initial survey will help to consider durability and performance issues that come up after 300 days.
  2. Response Method: You can gather your information using two types of survey: structured or unstructured. A structured survey asks the customer a question and lets them respond using a variety of pre-written answers. An unstructured survey allows customers to write a free response.
  3. Question Types: You can survey owners or interview customers to identify areas of concern and gather criteria on what is important in purchasing decisions. If a customer is dissatisfied with a product or service, your team can address it. If your team sees a trend that a certain product or service is popular with consumers, this information can be used constructively as well.

The Outcome

Satisfaction data can be used to identify problems that need to be addressed as well as products that are good quality. Most issues will require further analysis before being addressed, satisfaction data helps to be the whistle blower on these problems.

Conducting satisfaction surveys is also imperative to drive customer retention. Companies must analyze sales and service satisfaction data so management knows how to best act to keep customers coming back.

Survey data can also assist in making strategic business decisions for the future. You might be able to forecast sales or your marketing team could focus on advertising a particular product that customers are especially satisfied with.

When you have data on which customers are satisfied with your products and which are not, you are able to create segmented lists of customers and send them automated messages based on their customer experience score using marketing automation software, like Aimbase.

Internally, you can share data with your team to establish a collaborative effort to directly contribute to product quality and customer service.

By using these tips, you’ll be ready to start measuring the customer experience in no time! For additional information, check out our free download, After the Sale, a complete guide to customer satisfaction and more. For more information, feel free to contact us or read more about our services.