survey design cx

Why Customers Are Not Responding to Your Surveys

Every experience we go through is connected to our power as consumers. And experience surveys have become part of nearly every brand interaction we have.

Last month, I went to a museum and was solicited for feedback. My grocery store surveys me on my delivery experience. As consumers, we asked to be empowered to give feedback… we certainly got what we wished for!

So then why are we still having bad experiences? If brands care so much about our feedback, why there is no impact to our journeys?

Because basic best practice principles are not applied to survey design.

Survey Timing Matters!

When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.

We needed to know how our customers felt about their privacy. We also needed to know if they perceived the boarding process as faster. When we called our customer insights team, we were given the option to send an online survey a few dates after the flight. We knew that by that point in the journey, our customers would have forgotten the details of the experience. So we designed a paper survey for them to complete in real time. Was the analysis of the results painfully manual? Absolutely! But based on this approach, we were able to change the experience the very next day, and we increase NPS.

In Survey Design, Customer Context Matters

At an airline boarding gate during a POC (proof of concept), it is easy to fill out a one page survey. This can be the best approach to collecting feedback. However, the same approach can negatively impact your response rates. You must be aware of the context of your end user.

I gave birth on November 7th. On my kitchen table, two months later, I still have the paper survey Mount Sinai sent me about my birthing experience. I almost threw it out a few times, but I am keeping it since I have a lot of feedback to give (Stay tuned for that post coming soon).

No postpartum, sleep deprived woman has the time to fill out a 5 page paper survey after she gets home from the hospital. I should have received the survey as part of the hospital discharge process; or I should have received it via email to fill it out faster and submit it without having to leave my house.

The End Goal Matters

When you design a survey, you must keep in mind what you plan to do with the results. In other words, you need to be strategic and deliberate with your questions. Customer attention span is not long. Make sure the questions you really need answers to are in the beginning of your survey. Also, make sure you can actually DO something with the answers you get.

If you suspect a reason why your website users are dropping off your site, or your checking account customers are leaving your branch, make sure you list those options separately. Don’t leave “other” as an option, creating more effort for your customers to tell you your problems. If part of your goal is to visually represent the survey results, make sure you limit the number of open ended questions.

Last but not least, be aware of sending too many surveys. We all know NPS is part of the story and you need more survey data to explain why the NPS is a certain way. But avoid surveying every touch point independently. Make sure the end user only sees one feedback outreach.

If you want to learn more about surveys and CX metrics best practices, reach out to us about our Mentoring Program.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

cx goal 2019

The One CX Goal You Need to Set for 2019

Every January we all get energized to be better versions of ourselves. We post on social media about what we want to accomplish in the new year, thinking if we post it, we will finally do what we committed to doing. Often, this is where the story ends. With a social post.

Why do we so rarely accomplish what we set out to accomplish? Because we do not focus. We have LISTS of resolutions. All you need is one commitment. By focusing on one thing, you are setting up the path to achieve your goal.

Identify One CX Goal

For 2019, I urge you to make only one CX goal – bring about business success with your customer experience work. Don’t just do work in the general sense. Rather, set a CX goal that has a real impact on your customers and their experiences with your brand.

Own your challenge, too. Select an internal metric and report your progress on a quarterly cadence. You can use operational efficiency KPIs (faster throughput, higher percent FCR – first call resolution), cost KPIs (lower call volume, higher percent self-service), or revenue KPIs (higher conversion rates online, more repeat customers, higher value customers).

Find a CX Metric that Matters to Your CFO

Whatever you choose, do not stop at NPS or CSAT. Keep going until you find a metric that your CFO relates to. NPS is important, but NPS is not enough. As MaritzCX explained in their CXPA webinar, often NPS is managed as a transactional measure vs. a relationship measure.

This makes it hard to connect NPS to customer loyalty. NPS is right for us CX professionals. However, NPS does not make customer experience an important topic for boards of directors.

Measure What you Know

Back to your 2019 CX Goal. Depending on your role and level in the organization, you can prioritize and focus on different things. The higher you are in your organization, the more you need to manage metrics. We all know the expression if you cannot measure it, you cannot manage it. Without metrics you are lost.

Set a goal to collect and analyze metrics that link to customer experience in your organization. Depending on your business, you can start with any of the above mentioned metrics.

What you collect and connect to CX can also vary by CX program. For our operations readers, employee efficiencies (through time studies before and after) are a good place to start. For contact center managers, talk-time and FCR are the best places to focus on. Digital professionals should track looks, conversions, purchases, percent site abandon, percent direct sales vs. 3rd party, etc.

Focus Your CX Measurement

If you are managing a Customer Insights team, focus on one business customer in 2019 and service that customer. Send your people to observe the day-to-day of that team so they can understand better what survey questions to ask and what metrics help manage results better.

Don’t wait for the business to reach out and ask you for a standard report. Task a team member to really think through the lens of the business and build a customized report. Remember, customized does NOT mean get a drop-down per month vs. per week view. Look at the data with fresh eyes and see new insight that is powerful and useful to the business unit. Solve problems. Bring light to meaningful patterns. Become the adviser that the business cannot live without. Do this for one division in 2019 and then grow your scope (and budget, hopefully) to deliver value to more business lines in your organization.

Ask the Right Survey Questions

If you are an individual contributor designing surveys, think about asking questions whose answers can be converted into projects. If you do that, you may even end up executing those projects. And once you do that, you have propelled your CX career. For example, if you work in retail banking, ask your customers why they leave your branch. Then analyze the answers and from the patterns, you will be able to see the top 3 reasons people leave (apart from relocating). One of those reasons will be something the bank can change. Take that one thing and propose a solution.

These are just a few examples of CX goals with business impact. Depending where you are in your career and CX maturity, your CX goal will vary. Whatever your specific CX goal is, make sure that it has a tangible impact on your customers and your business. If you need to brainstorm on your specific goals, reach out to our Mentoring Program. We are always excited to learn about CX jobs and role challenges across industries.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

cx skills tips

Our Holiday Wishes for Great CX

The lights have been lit, the gifts have been opened, and the year is coming to a close. In that spirit, we share with you holiday wishes from DoingCXRight.

Build CX Skills

Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.

Earn Certifications

CX Certification helps to advance your CX career. It also gives you more tools to solve CX problems, and opens you up to a community of industry professionals. Here, we review the CX Certification process, and provide helpful tips to kick off your new year.

Get Customer-Centric

Customer-centricity is at the core of every effective CX strategy. Get tips on how to keep the customer central to your CX design and journey maps.

Build Mentor Relationships

You can benefit from mentor relationships at every stage of your CX career. Explore our mentoring program and discover how building relationships helps to advance your career, and advance the CX profession across industries.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

what is cx meaning

CX Meaning: What are the Faces of CX?

When I worked in marketing nobody ever asked me “What does marketing mean?”. Since I moved into Customer Experience, every time I give my job title, someone asks “What does CX mean?”.

Even though customer experience is recognized as more and more important for the long term survival of brands, many remain confused about CX meaning. Here are six ways you can answer when asked about what CX means.

Customer Experience means any one and all of the below. Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.

CX Meaning & Marketing

Smart CX comes AFTER marketing

When I mentor Customer Experience professionals, my first question is always about brand promise and brand strategy. Marketing defines a brand’s customer service when it broadcasts the RTBs (reasons to believe or use a brand). The customer experience mission is to consistently deliver on those marketing promises. That is how CX promotes a brand.

CX Meaning: Policies & Procedures

Good CX means redesigning policies and procedures to make customers’ life easier

Sometimes Customer Experience is about putting yourself in your customer’s shoes and in your employees’ shoes. Do this to understand what your customers go through to get “their jobs done” with your brand. And what your employees do to get their jobs done on behalf of your brand.

Looking at it from the customer’s perspective, his/her “job” might be to sign up for your subscription service, pay a bill, or close an account. Often, Customer Experience professionals find out that a bad customer experience is bad by design. This is not malicious, of course, nor is it intended. But still, the bad outcome happened by design!

That kind of poor design starts from the ground up. Think about training materials and how they prepare frontline employees to deliver customer experience. Those materials might be teaching the employees to ask a question in an insensitive way as a result of regulatory requirements. Two policies might have been written in silos and might be asking the same questions of new customers in a way that makes them feel like your brand is wasting their time.

In a bigger, older and more merger-driven organization, CX is often about cleaning the so called “customer journeys” by revising existing rules and procedures. Although this may not be the most exciting part of CX for me, for an engineer, cleaning up these procedures is an exceptionally rewarding and meaningful job.

CX Meaning: Customer Engagement

Asking customers what they like/do not like about their experiences with a brand improves CX

Another side of CX, survey making and survey analysis, helps to capture the VOC (Voice of the Customer). This is the job of people who design, analyze and offer recommendations to business units based on what they have heared from customers. This part of CX is integral. It drives results when it is done properly.

The challenge is the integration levels within the business. Often VOC teams are perceived as the analytics group. Instead of being the drivers of change, they simply “service” the business when the business has questions for them. In other words, instead of the customer voice driving the conversation, the business assumes it understands what the customer needs. Regardless of the challenges, surveys, analysis and VOC are excellent opportunities within the CX fields, particularly for CX professionals with a background and interest in analytics.

CX Meaning: Employee Engagement

Ask employees what they NEED to deliver better CX and GIVE it to them

A derivative of VOC, VOE (Voice of the Employee) is an analytics version of CX that drives the engagement inside the company. Ideally, this team asks the right questions from employees to learn what prevents them from delivering on those marketing promises we mentioned earlier.

It is amazing what one can learn from the frontline. From illogical or user unfriendly UX design of every day tools, to approval levels of discretionary spending that make no sense, employees highlight the holes in customer experience that leave a brand vulnerable. When VOC and VOE are the same people, the impact of this specific CX job is palpable to all! Very few organizations set up a system for understanding and adapting to VOC and VOE needs. Often VOE is under HR and VOC is under Marketing, completely isolating the insights from one another.

There are important opportunities available for organizations who are able to bring VOC and VOE together and design CX according to those insights.

CX Meaning: Process & Architecture Design

Process and architecture design must allow free movement.

My favorite version of Customer Experience is the design and human experience planning of a product or service. It combines engineering, brand management, design, and VOC. Not many organizations have this CX job clearly defined. It is one of those things that you have to create for yourself. But doing so is not that hard, depending on the life cycle of your brand.

If the brand is building an app and it is a retail business, you can absolutely take this app and integrate it in the physical spaces of the brand. I can promise you either nobody is thinking about it or they are, but they are thinking it is in the distant future. You can take this side of the experience, build it and make a big impact!

CX Meaning: Organization Advocacy

Be an advocate for the Customer so everything the company does keeps the customer in mind

The last role in CX is the most senior. It is also the most difficult. These are the people that work with the executive team to provide funding for Customer Experience departments and programs. They are also the people who design the organization to deliver consistent, easy and seamless experiences for customers.

Think Elena Ford and what she is doing with her company. Executive leaders who are advocates for CX take into account VOC, VOE, marketing, processes and procedures, product development and employee training to build systems around the experiences customers need and want from your brand. For them, and for their brands, CX improves the way they do business. And that, at the end of the day, is the true meaning of CX.

 

If you like this article, please share with others so they can benefit. Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

Celebrate National CX Day

Did you know that tomorrow is National CX Day? Some of you may not even know what “CX” means or why there is a day to celebrate CX. CX stands for “Customer Experience,” and it has become an essential part of company strategies to win in the marketplace.

Like any Hallmark holiday, CX Day is an excuse to celebrate. More importantly, it serves as a day to raise awareness of something important that impacts ALL brands.  Every employee, from frontline to back office, impacts customer experiences and company perception.

For this reason, it is a great day to recognize employees who demonstrate a commitment to servicing customers and to let customers know how much you appreciate them. It’s all part of creating a CX culture!

How brands can celebrate National CX Day (or make it a CX month)?

  1. Leaders can send thank you notes to acknowledge employees who focus on DoingCXRight. Formally recognize those that go above and beyond to deliver great customer experiences.
  2. Throw a party and make it all about customers. Read their surveys out loud and celebrate the good ratings; collectively problem solve for lower scores. Do not let location be a reason not to celebrate. While in person is ideal, virtual meetings can be equally effective especially when leveraging video cameras.
  3. Partner with Marketing/ PR departments to raise awareness and commitment to CX. Leverage internal (i.e. company intranet) and external channels (i.e. social media) highlighting examples of how customers are valued by your brand. Use hashtags that your employees and customers could follow and reuse on social media channels to share stories with a larger audience.
  4. Encourage networking. Create opportunities for people to come together and share ways they contribute to the customer experience.
  5. Provide professional development to enable employees to increase their CX knowledge and apply best practices in their daily job. Take advantage of formal certification programs, attend events, such as RU-Disrupt, and online events offered by CXPA.

Tell us how your company celebrates on National CX Day and every day. Please share this article with others so they can benefit.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.  

 

dominos digital strategy innovation cx bold move

CX Bold Moves: Domino’s Making the Right CX Choices

Editor’s Note: This post is part of a series of CX Bold Moves. See all the DoingCXRight CX Bold Moves stories.

Domino’s Pizza made two CX bold moves – changing a nearly half-century old recipe and committing to digital innovation. These moves are translating into more sales and more engaged customers.

The pizza giant is placing a big bet on digital and customer experience. Aand following through with a strategic execution. 50% of Domino’s orders are digital and two thirds of them are through mobile devices. Achieving such a meaningful channel shift is not easy (or cheap). The payoff – increased sales and revenue – makes it worthwhile. Last year Domino’s CEO Patrick Doyle told CNBC the strategy is not demonstrating impactful cost savings, but improved customer experience is driving sales up.

Thinking Beyond the Phone

Domino’s incorporated Alexa and Goggle Home as ordering channels. The in-home connected devices are a significant part of the Domino’s voice strategy to create customer experiences that drive sales. Similar to JetBlue, Domino’s believes that future customer interactions with brands will be completely digital and not tied to devices like phones. JetBlue’s facial recognition product does not require customers to have any paper, or a phone, to board a plane. Similarly, Domino’s is building the ability to order pizza using only your voice.

Going Outside the Home

After listening to customers say they want to get pizza delivery on the beach or at a game, Domino’s announced its plan to deliver pizza anywhere their customers are. The brand took a customer need and built a product around it – a smart CX move executed in a bold way.

According to Domino’s CTO Dennis Maloney, this product is not a case of discovering new technology. Rather, it is an example of a new use of existing technology. This is exactly how we define innovation! Of course, there are caveats around the current version of the product. The delivery spots are pre-defined and not available everywhere. But that is not really the point.

The point is that Domino’s stock has gone up 5000% since 2008 based on a new recipe and this kind of digital transformation. The brand put customer needs and desires at the center of product design and it is winning, big time. It is a great CX story to move from a tweet like “worst pizza I’ve ever had” to ordering pizza on Twitter using just the pizza emoji.

Making Hard Choices

Delivering an item to customers where and when they want it satisfies a standard customer experience need. But it is complex to accomplish. Brands like Amazon and Zappos grew their customer bases on that basic offering alone. But Domino’s is not just perfecting delivery with this strategy. The brand showed the strength to throw away a 49-year-old recipe.

Many brands can’t manage to make a transformation like that, and suffer the consequences (see ToysRUs and so many others). In Shift Ahead, Allen Adamson talks about how National Geographic magazine died from its refusal to acknowledge the digital trend and shift to other channels. The book also covers Playboy’s inability to reinvent when times changed. Both brands did not move fast enough and fell into oblivion.

Domino’s shifted. Domino’s made the big bet on CX. For those of us working in customer experience, this is an impressive – and inspiring – move from strategy to execution. Building hot spots and a customer journey around those hot spots is neither easy nor cheap. If it pays off, Domino’s will have created an entirely new customer segment that does not exist today.

Now that is genius. Creating a new product, and a new industry/business segment? We’re witnessing the ultimate shift to the future.

WANT TO INCREASE YOUR CX SKILLS & TRANSFORM YOUR ORGANIZATION?

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

Driving Customer Loyalty By DoingCXRight

A Case of Doing CX Wrong

It boggles my mind when great brands make bad decisions that directly impact customer experiences. I recently encountered a situation that clearly demonstrates an example of Doing CX incorrectly. Continue Reading →

data tips for customer experience

Lessons Learned at the Forrester Conference: “Data is the New Sexy”

Once a year I look for an event or a conference to attend where I can learn something new and get better at what I do. This year I attended the Forrester Global Council Meeting and the CXNYC2018 Forum in New York.  Usually, the big win from events like this is the opportunity to network and meet new contacts. This year, though, the Council meeting felt like school – which I loved. These are the aha moments I am eager to share with you.

“Stop decorating. Start renovating.”

Do not build a CX strategy that is disconnected from your business strategy and that nobody knows. Don’t maintain a VOC program that tries to fix journeys that were never built with the customer in mind. And stop obsessing over NPS scores versus improving the customer experience.

Instead, focus on your customer needs and what your customers perceive as value, then build your competitive advantage around that. Listen to your employees, who often have the best ideas. Create customer business value. Then execute, execute, execute!

Research is a real thing!

There are many tools customer experience professionals can use to conduct customer research. Depending on which phase of your discovery you are in, or how strategic or tactical the question you are working on answering is, you can use different tools. The broader the question you are asking, the more qualitative your methods should be.

At the discovery phase, when you are looking to find what problems exist, you can do interviews, diary studies or ethnography. If the problems are defined and you need to find the best way to solve those problems, you can get more specific with surveys and usability testing. If you are looking to evaluate a solution that you have built, you can do A/B/multivariate testing and cognitive walkthroughs.

“Data is the new Sexy!”

Customer obsession is nothing more than a dream if you lack the analytics to drive it. You achieve productive customer insights only when you are able to capture and analyze data across channels. CX insight professionals need to be comfortable looking at data from online to offline channels, and they need to derive insights from known data to anonymous data.

Customer analytics methods are interconnected and have dependencies that must be kept in mind. It is impossible to get to customer lifetime value without a solid grasp on customer churn. Understanding the sequence and educating your executives about the complexity and funding required to get end-to-end insights from data is imperative to your organization’s success and your customers’ satisfaction.  Without data, your strategy is based on opinion. You need a data-led strategy to survive.

Now start aggregating data!

If you like this article, please share with others so they can benefit. Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert

 

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

What are customer personas? Why create them?

Customer Personas…What’s All The Hype?

Whether new to CX or looking to expand your current knowledge, it is important to learn about what, when, and how to develop personas so that you can serve your customers better. Knowing what personas are NOT is equally important to create desired outcomes versus hinder them. Continue Reading →

customer experience career tips

4 Career Tips for CX Professionals

In honor of the 4th of July, we have rounded up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate steps you need to advance to the next level. Continue Reading →