Checking in when it matters – Journey centered VoC

In traditional CX VoC programs, teams have tried to maximize the opportunity of having a customer engage with a survey by throwing as many questions at them as possible.  Going forward they will need to embrace short form interactions, delivered at the right time, in the right channel, to maximize (longitudinal) participation.  

This approach aligns perfectly with the Next Gen CX maturity model, emphasizing data-driven, omni-channel CX measurement and orchestration. Let’s look into how this transformation can optimize customer feedback and enhance the overall customer journey.

The Need for Change: From Long-Form to Journey-Based Surveys

Traditional VoC Surveys: A Comprehensive But Cumbersome Tool: Long-form VoC surveys have been a staple in gathering comprehensive customer feedback. However, their extensive nature often leads to lower engagement and delayed insights, posing challenges in a fast-paced business environment.

Journey-Based Short Form Surveys: A Focused and Agile Approach: Shifting to journey-based short-form surveys marks a significant step in modernizing customer feedback. These surveys are concise, targeted, and distributed at pivotal customer journey stages or milestones. This approach garners real-time feedback specific to each customer interaction, enhancing the effectiveness of CX strategies.

Implementing Journey-Based Surveys in Your CX Framework

  • Map the Customer Journey: Identify key stages and touchpoints where customer feedback can provide the most value. Understand the unique paths customers take, and tailor surveys to these critical moments.
  • Craft Targeted Surveys: Design short, focused surveys for each key journey stage. Ensure questions are relevant and directly linked to the customer’s experience at that point.
  • Deploy Surveys Timely: Introduce these surveys immediately after a customer interaction. Prompt distribution ensures feedback is fresh and relevant, making it more actionable.
  • Analyze and Integrate Feedback: Quickly process and analyze the collected data. Utilize these insights to make real-time improvements in your CX strategy.

Advantages of Journey-Based Short Form Surveys

  • Enhanced Response Rates: Customers are more likely to complete shorter, relevant surveys.
  • Deeper, Actionable Insights: Focused feedback provides clearer insights into specific aspects of the customer journey.
  • Rapid Feedback Loop: Accelerates the process of gathering and implementing customer feedback.
  • Improved Customer Experience: Reflects a commitment to valuing customer time and input, enhancing their overall perception of the brand.

Crockett Pro-Tips

  • Pro-Tip #1: Embrace Omni-Channel Feedback: Collect journey-based feedback across various channels to get a holistic view of the customer experience.
  • Pro-Tip #2: Prioritize Actionable Metrics: Focus on metrics that directly inform and improve customer journey touchpoints.
  • Pro-Tip #3: Continuously Evolve: Regularly update your surveys to stay aligned with evolving customer expectations and behaviors.