All too often, companies spend millions of dollars crafting customer experiences without thinking about how they will measure success. Only after all of the blood, sweat, and tears of building their brand or product have dried will they stop and think, “Was the effort worthwhile?”
The afterthought problem
When the feedback touchpoint isn’t a pillar of the overall customer experience, it shows. The survey experience doesn’t resonate with the brand itself or the image it’s trying to create. As a result, that survey — both the experience of taking it and the feedback you receive from it — will fall short.
The sooner you plan for feedback, the better
Integrating feedback into the customer experience design, especially in an omnichannel design, is crucial. If you don’t take the time to establish KPIs and decide how you’ll collect these metrics across channels, you will likely design poor feedback experiences or ask for unrelated information.
When designing a feedback opportunity, consider:
- What business decisions will be influenced by the feedback you receive. You often need both customer perceptions and operational data to create an informed perspective of the customer experience that you can act on.
- Your ability to collect operational information. Often, a case management system will record information like the names of employee(s) involved in the interaction, wait times, or the number of interactions it took to resolve an issue. If there’s nothing in place, you may need associates to note this information or ask the customer.
- The type of information you want to collect and have the ability to analyze. Without the right technology or expertise, it can be challenging to distill raw feedback into meaningful trends. Text analytics tools or appropriate statistical methods can facilitate the analysis.
- The length and complexity of the feedback touchpoint. The time it takes for a customer to give feedback should be relative to the length of time spent at a touchpoint.
- Where and when to insert surveys in the experience to make it as seamless as possible. The delivery of a survey should be timely, and it should be easy for customers to complete.
Intentional CX deserves intentional feedback
Without intentionally incorporating a plan for feedback into the original CX design, companies are missing the mark. Ideally, the feedback plan should be built into the customer experience and as meticulously planned as the experience itself. CX design isn’t complete without how you will measure it across all channels.
Bellomy is well-equipped to ensure that the way you capture feedback is aligned with a positive customer experience. We’re a solution provider, ready to ensure that everything comes together into a seamless process. Contact us to ask any questions and explore our innovative CX platform.