BPA Featured Article

Capturing the Voice of the Customer Requires Great Surveys



By Susan J. Campbell, TMCnet Contributing Editor
October 20, 2016


How many times are you asked to complete a survey on a given day? The answer may vary greatly depending on the number of times you visit websites, make purchases or interact with organizations. Capturing the voice of the customer is critical – it’s why a number of companies use 3rd party remote call monitoring. The key to success, however, is knowing how to build the right survey.



As important as it is to capture customer feedback, customers are inundated with surveys all the time. The affection they feel for your brand or your products may have everything to do with how invested they are in making the commitment to complete the survey – no matter how quick and simple.

A recent Verint (News - Alert) blog examines how the customer survey plays an important role in the customer experience, often being referred to as the backbone of a successful program. Even with 3rd party remote call monitoring in place, most professionals in charge of the survey process have very little formal training in market research techniques or the construction or administration of surveys.

What this means for your organization is that you don’t really know what to measure or how to measure it, which can create problems down the road. The good news is you can take advantage of a few tips provided by Verint to help in the process. The first tip to consider is to focus on a specific goal. This requires that you focus on being precise about the information you want to capture and what you plan to do with it when you do.

It's also important that you survey the right people. It’s not always necessary to ask every single customer to complete a survey. The goal should be to get the survey in front of the people who will give you the information you need to capture. Then, don’t be afraid to use reminders and deadlines to help drive higher response rates. It’s also critical that your survey is one that people actually want to take. If you can’t get excited about the questions or the process, your target audience won’t, either.

Be sure that you’re not asking questions that don’t need answers. If you already know the information, don’t ask it – customers will see right through it. Instead, ask real and objective questions that are designed to actually provide valuable information. Then, before you plan to take the survey live, do a trial run and measure the performance of the survey and those involved. You’ll then be better prepared for the real thing.

One of the best ways to do this is through 3rd party remote call monitoring, capturing the data necessary to measure performance and make adjustments. If quality is your primary goal to ensure good outcomes, you need to trial, measure, adjust, repeat. And don’t forget – you need great surveys if you hope to get great results. 




Edited by Alicia Young

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