Customer Experience Icon Shep Hyken, was kind enough to feature a guest post from Georgina on his wonderful blog recently over at Hyken.com. A fantastic speaker and all-around nice guy, Shep has authored several NYT bestsellers including his most recent opus The Convenience Revolution. For daily doses of CX wisdom, we highly recommend following Shep on Twitter where he posts regularly along with collecting his five top customer experience related articles each week.
We wrote a piece focusing on the much-maligned ‘art of the survey’ and why in nearly all cases, one question is more than enough for the majority of customers. Here’s a little taster of the post, you’ll find the link to the full article at the bottom of the link.
One of the biggest misconceptions about collecting customer feedback is the idea that asking more questions provides more of the insights you’re looking for. In fact, that couldn’t be further from the truth.
While it may be tempting to ask a customer to fill out a survey before they leave your store or solicit feedback online with an incentive on their receipts, there’s a reason those methods tend to fall short on capturing meaningful insights. In many cases, the response rates are extremely low because customers simply don’t have the time or desire to take a survey. And when customers do respond, you run the risk of only hearing from those who complete it to earn the incentive, which can damage the accuracy of their responses.
With short attention spans and little patience for anything that may slow down the shopping experience or infringe on free time, many shoppers aren’t looking to fill out long surveys for businesses. In fact, roughly 80% of consumers believe the most important part of good service is the ability for a company to respect their time.
Striking the delicate balance of garnering feedback from customers, without negatively impacting their experience can be challenging, but the good news is it’s not impossible.
Sometimes a less is more approach can help you gain accurate and powerful customer insights…