Creating Customer Satisfaction Surveys That Make An Impact

Most business leaders talk about their brands’ customer experience with enthusiasm and openly discuss its importance with strategists and consumer-facing employees alike. Yet, when they are tasked with seeking the feedback necessary to enhance vital interactions, these decision-makers tend to shy away from putting in the hours to make improvements in a substantial, long term sense.

A main indicator of this apprehension is the half-baked customer survey, which, according to a recent article from BRW contributor Peter Finkelstein, rarely yields useful information or inspires businesses to change their course of action for the better.

This article originally appeared on the LiveLOOK blog, and is reprinted with permission.

Why surveys are key

Since most people take it upon themselves to provide feedback via online review sites and social media platforms, the concept of a survey may seem foreign to many of today’s consumers and businesses.

However, there are few better ways for companies to reach out and get the feedback they deem important, as surveys can be tailored to bring forth more detailed critiques of a customer’s experience.

Rather than sifting through millions of webpages to find what customers think about a particular element of an ecommerce support strategy, a company can build a survey around that subject and receive more constructive responses. BRW explained that when used properly, surveys can drive sales and make a big difference to the bottom line.

In addition, BRW suggested that responding to feedback and making the changes that customers want to see are great ways of showing that a brand truly cares about its audience. Unfortunately, it appears most companies fail to acknowledge the surveys that purchasers take the time to fill out.

Finkelstein recounted a story in which he filled out eight brand surveys, including personal comments on six them. To see if companies were listening, he wrote the following in the provided comment boxes:

“Why do you send these questionnaires out when you have no intention of following up on them, or doing anything about the comments and ratings. If I am wrong, please call or email me.”

Unsurprisingly, only one of those six brands reached out, and not even with a personalized response. Finkelstein received an automated email that promised action within 24 to 48 hours, but no follow-up was made after this interaction.

His worst fears were confirmed – today’s brands don’t take customer satisfaction questionnaires nearly as seriously as they should, and are missing out on huge opportunities to connect with the very people that make their businesses what they are.

Optimizing the survey for success

Even if a company has a questionnaire that they’ve distributed for years and occasionally draw from for feedback, it is likely that the form is outdated or does not get to the core issues that the brand is trying to work through.

While it is up to the individual company to customize its survey to tap into these unique consumer insights, Forbes recently ran down a checklist of qualities that every great survey must have if customers are to respond in a meaningful way.

The questionnaire has to be clearly worded, cover the most basic questions of customers preferences, contain free-form fields for more detailed feedback, be ordered in an intuitive way and use appropriately descriptive rating categories.

It is also a good idea to switch things up and provide specialized surveys to customers who try new live help technology or are early adopters for a particular product. This will help a brand work out any issues in the beginning and avoid larger problems in the long run.

Related Articles:

The Experience is Everything in Sports & Entertainment for the Biggest Event in U.S. Football

Power. Strength. Fortitude. Offense. Defense. These are all factors that will play into the Big Game on AND off the field. Players, coaches, and staff traveling from across North America will be coming together as a team to execute a winning strategy. Avaya and WBL Services will be coming together as well to execute a winning strategy for core communications powering the biggest event in U.S. Football and delivering a solution that is powered by #AvayaStrength.

Partnering with WBL Services, Avaya’s 21st-century technology and solutions create an uninterrupted game day experience that is worthy of the championship game, powering critical communications from “upstairs” to the bleachers to the turf that impact the game from coin toss to the last few seconds.

The experience is everything in sports and entertainment and WBL Services, provider of data, telecommunications, and technology for teams and venues across the National Football League (NFL), will be leveraging Avaya’s Team and Customer Engagement solutions at locations across Houston for the Big Game to ensure fans, staff, players, and other critical resources are connected at key moments. From Foxborough, to Atlanta, to Houston … it’s the “greatest day in football.” On such an important day in sports history, it’s critical to have secure, reliable communications.

The partnership with WBL Services showcases the strength of Avaya’s portfolio for delivering fast, reliable communication services when it matters most—allowing sports teams to keep their focus on the field while we focus on the experience off the field. This is the seventh year WBL Services has provided Avaya solutions at the Big Game, which with such a rich history, makes Avaya and WBL Services the MVP for an elite, scalable, and championship-like infrastructure.

This annual matchup of the top teams in the NFL draws huge crowds both at the stadium and at home viewership. Collectively, NRG Stadium is part of a group of venues (including the Astrodome), known as NRG Park. The Lone Star State’s NRG Stadium stretches across 1,900,000 square feet and has a seating capacity of 71,795, which is a lot of area to cover and a lot of fans to serve on any given day—let alone the massive personnel required to flawlessly run and televise the mega-event under the Sunday night lights. Avaya’s next-generation communication systems provide support for up-to-the-minute broadcasting for the fans, operations, and media in-house as well as they anticipate 100 million viewers at home.

Big-Game-Infographic

Avaya Aura® will also be used by press and analysts, including 5,000 credentialed media, and game day operations personnel—serving as a mobile NFL command center at nearby facilities. A transportation command center and transportation call center will also be set up and used to dispatch transportation for the media, press, and the team. The Avaya IP Office™ Platform will be used by the AFC and NFC champions at their respective team hotels for pre-game and day-of communications that can mean the difference between game-winning play calls.

Having participated on the sidelines of the championship game, I know the commitment, blood, sweat and tears that go into victory. As a proud owner of San Francisco’s XXIX championship ring, it is with great honor and pride that I get to be a part of the Avaya sports team that carries a tradition of providing world-class technology that pays tribute to the most important day and the highest level of professional American football in the world.

We know you’ll be tuned in on Sunday, February 5, so keep in touch with us leading up to the day of the Big Game for more fun facts about how we deliver a world class communications experience for the biggest event in American football @avaya, #AvayaStrength, and #AvayaSports.

About WBL

WBL Services provides cutting-edge telecommunication services and support for CenturyLink Field and Event Center in Seattle. WBL also provides telecommunication services for large sporting events, trade shows, conferences and special events throughout the world, earning them a reputation for providing trustworthy, secure and customer-centric services.

Avaya Named a Leader in Gartner’s Magic Quadrant for Contact Center Infrastructure

Avaya is honored to be recognized as a leader in Gartner’s Magic Quadrant for Contact Center Infrastructure worldwide. Avaya has been the only vendor having the distinction of being named a Leader for 16 consecutive years. Each year the research organization creates a market view of key players for business users, reflecting business goals, needs, and priorities.

Contact centers have gone beyond phone calls with customers now expecting to communicate on their terms via text, IM, email, chat or video. For the past 16 years Avaya has created seamless and highly personalized experiences, building brand loyalty for companies all around the world.

According to Deloitte, 85% of organizations view customer experience provided through contact centers as a competitive differentiator. Todays companies must remain relevant by creating a single interface to connect customers with the correct resource each time, supporting their preferences. Supervisors and managers need real-time performance information to adapt immediately to situations to ensure optimized customer experience.

Avaya has focused its efforts on creating next-generation contact center solutions, creating communication strategies enabling a continuous transition between channels during customer interactions.

Please visit Gartner’s page to read the full report and see how Avaya’s Contact Center infrastructure continues to deliver best-of-breed Contact Center applications. We look forward to continuing innovation and leading business communications for the digital age.

 

Diligent Benefits Tackles Insurance Industry Customer Experience with Avaya Cloud

Diligent Benefits represents a new breed of financial services provider, armed with innovative technology to deliver a superior experience to consumers researching and purchasing life insurance, with the goal of transforming the life insurance customer experience. To facilitate that personal touch for its customers, they turned to Avaya.

At the core of Diligent’s business model is improving the customer service experience for life insurance buyers. Diligent chose Engagement OnAvaya™ – Google™ Cloud Platform, designed with comprehensive cloud contact center capabilities. The installation helped the company enjoy the following benefits:

  • The requirements are a breeze: Agents only need an Internet connection, Chrome device and a headset or Avaya IP phone. Set up is quick for agents to immediately start using Avaya’s sophisticated customer engagement features.
  • The ability to scale quickly without missing a beat is crucial to the young company. The Avaya solution has proven an ideal fit for this fast-growth financial services company in terms of deployment speed and scalability.
  • The Avaya cloud contact center solution supports Diligent’s highly-individualized approach.

“We’re a fresh new take on the life insurance business. We don’t do one size fits all,” says John Wilhelm, founder of Diligent Benefits. “Everyone has different needs. We help our customer meet their objectives. Avaya is in many ways at the heart of what we’re trying to achieve; it brings the human touch.

“Diligent Benefits is using technology to transform the experience of buying life insurance – from increasing transparency and becoming an educational resource for consumers, down to enhancing the experience each customer has with an agent,” Wilhelm said. “The Avaya solution mirrors our methodology – a commitment to providing a turn-key solution. It’s a complete solution and it’s a great value.”

“An important reason we chose Avaya is we believe Avaya can grow with us,” said William Yuan, Diligent Benefits’ COO. “Avaya will allow us to become a very big company. We help our customer meet their objectives. Avaya enables us to do that well.”

Click here to read the full case study from Avaya.