Join Jeff Toister for an in-depth discussion in this video Choosing a delivery method, part of Using Customer Surveys to Improve Service.
- Choosing a method to deliver your survey is an important consideration. Should you send it via email? Maybe use a popup on your website, or perhaps an old fashioned paper and pen survey would be most effective. This video will show you how to choose the right delivery method for your customer service survey. To start, there are two key considerations. The first consideration is whether the survey is easy for your customers to discover and complete. Think of your survey of as an extension of your organization's customer service.
You want the survey to be simple and easy so you'll get high response rates, and you won't risk annoying your customers. The second consideration is whether the survey makes it easy for you to capture and analyze the data. We all have limited time and resources, if your survey takes too much time to analyze, or too much of a budget to implement, it's unlikely that your survey will be worth the effort. Keeping in mind that we want our surveys to be easy for our customers and easy for us, let's look at a few options.
You can send your survey to customers via email so long as you have their email address and their permission to use it. Contact centers can administer surveys after a call via interactive voice response or IVR. You can survey visitors to your website with a popup invitation. Retailers can include a survey invitation on purchase receipts. These typically include a website link, and a specific code that can help identify the transaction. Some customers find it easier to scan a QR code with their Smart Phones.
You can put these on receipts, on a display, or anywhere else that's convenient for your customers to access it. Text is another great option. You can give customers a number to text that will send them a survey link, or you could have them complete a short survey entirely by text. Finally, you can use an old fashioned pen and paper survey. For example, restaurants often include small survey cards when they present guests with the check. Try to see the survey from your customer's perspective, and imagine how they'll encounter it.
For example, if you think customers will complete the survey on their Smart Phone, be sure your survey looks on a mobile browser. You'll sometimes find it helpful to use multiple methods to deliver your surveys, so you can make it accessible to a wide variety of customers. Whatever you choose, keep in mind the two key considerations. Make it easy for your customers, and make it easy for you. Part of this process is choosing the right technology to capture your survey data. There are many great solutions available that fit a wide variety of budgets.
One option is to go with an off the shelf survey provider such as SurveyMonkey or Zoomerang. These programs have lots of great features, can be configured quickly, and don't require a large investment. Another option is to use an enterprise level solution such as ForeSee or Confirmit. They do require a more significant investment, but are ideal for gathering data from large customer bases across multiple channels. You may also want to check to see if surveying capability is already integrated into your existing software.
Many customer service platforms such as Zendesk or Freshdesk already have a built in survey feature. Selecting the right delivery method is both an art and a science. My final piece of advice is don't be afraid to experiment. Try using a few different delivery methods and compare the results. Which method gets the best response rate? Which method captures responses from the widest variety of customers, and which method makes it easiest to gather useful data? There's no one way to do it, so a willingness to experiment can help you choose the delivery method that's right for your project.