Vocalabs Newsletter: Quality Times


Customer Feedback 101

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Customer Feedback 101

I've noticed that to newcomers to Customer Experience sometimes want a quick reference for the best practices we've developed for customer feedback programs, and an easy way to get smart about some of the jargon we use.

We've added a new section to our website, Customer Feedback 101. Here we're collecting short articles (most of them are just a few paragraphs) to explain key concepts in customer feedback programs.

People who are new to this space can use this as an easy way to come up to speed; whether you're completely unfamiliar with customer feedback, or coming from a market research background (we do some things just a little differently here), I hope you'll find this a helpful resource.

The first set of a little over a dozen articles covers topics including what type of survey to use, how to pick the best metric, and how to calculate the margin of error. We plan to expand this to include many other articles.

I'd love to hear your feedback, and any suggestions you have for new topics!

Customer Feedback 101: Should I Have a Relationship, Transactional, or Journey Survey?

(This article is from our new Customer Feedback 101. Check out Customer Feedback 101 for many other relevant topics!)

You should choose the type of survey based on your goals for the program:

  • Use a Relationship Survey if your main goal is to get a general sense of the health of the customer relationship. Relationship surveys give the most accurate information about customers' high level opinions, but don't give much actionable feedback about specific customer experiences.
  • Use a Transactional Survey if your main goal is to coach and train employees to improve the experience they provide and measure the performance of specific teams or individuals. Transactional surveys can give very specific feedback about particular experiences, but tend to give a biased view of the overall relationship.
  • Use a Journey Survey if your main goal is to understand and improve the overall customer experience and find places where your existing process are failing. Journey surveys give a view into whether the customer is receiving a consistent and positive experience even when it takes many interactions or an extended period of time to resolve an issue.

You may have multiple goals for your customer feedback program. It's common to have multiple surveys for different purposes, since no one type of survey is ideal for everything.

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