You have a customer satisfaction survey to analyze. How can you get the most out of it?

Según mi experiencia, la falta de definición de los objetivos es uno de los mayores errores a la hora de realizar una encuesta. Sin ello, es como empezar una casa por el tejado. No hay nada peor que realizar una pregunta a un cliente para luego no utilizar esa información, hay que formar una encuesta que cumpla con los objetivos que nos hemos marcado. Sencillez, claridad y precisión, son las claves para una buena definición de los objetivos y de elaborar una buena encuesta.

?? Define Clear Survey Goals: Start your survey journey by outlining specific objectives. What questions do you need to answer? Which metrics are vital for success? Setting realistic goals ensures focused analysis and meaningful insights. ?? Track Key Metrics: Identify crucial data points to monitor throughout your survey. Whether it's customer satisfaction, market trends, or brand perception, tracking key metrics helps measure progress and informs strategic decision-making. ?? Measure Success: Define success criteria upfront to gauge the effectiveness of your survey efforts. Whether it's improving product quality, enhancing brand rep, or boosting employee satisfaction, clear benchmarks ensure you're on track to achieving your goals

Be specific and realistic . Pick the key points, qualify them, and record accurately. Collaborate with someone who can review it skillfully.

You need to think this through before the surveys - where in the customer journey are you looking to get data on customer satisfaction? Specific touch points and engagements, the use of your services and products etc. And what level of investment are you able to make for any changes that are needed as a result of doing the surveys. What you don't want to do is do the surveys, and then have no results or improvements to show as a result.

Before analyzing the information in the survey, you need to understand why the survey was sent and what you were trying to achieve with that survey. Next, make sure that you are tracking the correct kpis so that your analysis is not skewed. If this is a survey that is important to be shared cross functionally, make sure the right leaders and teams have access to the analysis and data as well.

Before analyzing the information, use Microsoft Excel or Google sheets or another tool of your choice to clean up the data. Keep in mind that the data should be relevant to what you are trying to achieve with the survey. Also, make sure that you have a sufficient data set in order to make a conclusion. For example, cohort analysis should be done on similar segmented data but in larger volume to get a clear picture of what is happening with the accounts.

Once you have clear goals defined, the next step is to ensure that the data you're working on is clean and reliable. In my practice, this involves removing any incomplete responses, filtering out spam and standardizing the formats of open-ended responses to facilitate easier analysis. This step is crucial because the quality of your data directly impacts the accuracy of your insights. Sometimes, it's also about verifying the timestamps to ensure your responses are relevant to the period you're analyzing.

Cleaning survey responses is a critical phase in the data analysis process, ensuring that the insights derived are accurate and reliable. Here's a concise guide on how to effectively clean your survey responses. 1. Set Clear Cleaning Goals 2. Remove Incomplete Responses 3. Filter Out Spam 4. Standardize Response Formats 5. Verify Timestamps 6. Address Duplicate Entries 7. Handle Outliers 8. Cross-Check Data Integrity 9. Utilize Data Cleaning Tools 10. Document the Cleaning Process By following these steps, you'll ensure that your survey data is clean, reliable, and ready for meaningful analysis, providing a solid foundation for informed decision-making.

A key aspect that one needs to watch out for is “extreme response bias”, which basically can happen when your customers are extremely unhappy or elated with the experience. This is most seen in surveys that are optional. As you look at the data, it becomes important to evaluate whether the sample you have is representative of the population statistically and then consciously determine which data points to keep vs. which ones are creating bias or are outliers and need to be eliminated.

It is important to ensure that your data is clean before you begin analysis. You can use Microsoft Excel or Google Sheets to sort, filter and validate your data. The bottom line is to ensure that the data used is clean, this will enable you have clear insights from the data received.

Segmenting the surveys by persona can help refine the types of responses you receive. I would also suggest using dynamic follow up questions depending on how customers respond. For example, detractors - sorry we didn't meet your expectations, in what areas could we improve?

Segmenting the data is a powerful strategy I employ to uncover deeper insights. By breaking down the data into specific groups, you can identify trends and patterns that might be lost in general analysis. This approach helps in understanding how different segments perceive your brands and services which allows for a more targeted and effective areas of improvements.

Uma pesquisa sem uma segmenta??o é só uma pilha de dados para ser analisada sem prioridade alguma. A segmenta??o precisa ser feita antes mesmo de aplica-la, organizar ela de forma antecipada te permitirá fazer correla??es com outros dados já existentes, além disso, te possibilita priorizar a??es por diferentes critérios.

Calculating metrics such as NPS, CES, CSAT etc. provides a quantitative measure of your survey results. In my view, these scores offer a straightforward way to benchmark satisfaction and loyalty over time. They serve as a snapshot of where you stand and can be a great way to communicate customer satisfaction levels to your stakeholders.

While tracking lag metrics like NPS or CSAT can be valuable to monitor performance, these measures alone do not provide sufficient data to understand what is driving increases or decreases to scores. It is really critical to also understand the lead measures impacting satisfaction or willingness to recommend. The measures alone are not usable to driving improvement actions.

Calculating Net Promoter Score (NPS) brings a multitude of benefits to businesses seeking to understand and improve customer loyalty. NPS, a metric that measures the likelihood of customers recommending a product or service, offers valuable insights that can shape strategic decisions. Here are key advantages: 1. Measuring Customer Loyalty 2. Segmentation of Customers 3. Actionable Feedback In conclusion, calculating NPS scores is a strategic imperative for businesses committed to understanding and improving customer loyalty. It serves as a compass for customer-centric decision-making, driving continuous improvement, fostering employee engagement, and ultimately contributing to sustained business growth.

Some ways to get started: - To analyze your feedback, you need to read, categorize, and summarize the main themes and issues that emerge from your responses. - You can use text analysis, word clouds, or sentiment analysis to help you with this task, or use a survey platform that offers feedback analysis features.

Analyzing your feedback involves going beyond the scores and delving into the qualitative data provided by your customers. It's always advised to use thematic analysis to identify common themes or issues mentioned in open-ended responses. This can involve categorizing feedback into areas like product features, customer service, pricing etc. Understanding the "why" behind the scores is key to making meaningful improvements.

There are exciting AI tools that are making the collection and analysis of qualitative insights more accessible and efficient. Solutions such as generative AI surveys and analytical tools that collate and analyze significant qualitative data sets can help to extract more value from qualitative data.

Summarizing the feedback is absolutely key. What are the strengths and/or weaknesses? People, companies need to know in order to positively handle accordingly.

Ensure you cross-analyze survey data with other relevant data sources such as customer profiles, transaction history, or support tickets. This integrated analysis can provide additional context and insights into customer behavior and preferences.

Taking swift actions & creating a strategy to monitor progress on each action is the most important step post a customer survey. Making sure you reply to each and every review, both good and bad, is your chance to show customers that you care about what they have to say, and can even lead to you getting more reviews, improving your ratings and showing off your brand as a trusted and transparent business to future customers.

This is the most critical part. Surveys for the sake of surveys have no value. Worse, these surveys actually damage your relationship with your customer. Use a little empathy - how do you feel when you spend 20mins answering a survey and realize nothing will come out of it? Quite infuriating, isn't it? Before you build a survey, you should have very clear goals in mind and one of these goals should be to take very concrete actions to fix whatever issues or possible improvements get highlighted by the results. Short of that, not only would you have wasted your time, but you may have upset your customer as well.

Obviously, the most important step post analyzing your survey feedbacks would be to take actions based on the insights generated. This involves prioritizing issues based on their impact and feasibility, creating action plans with clear responsibilities and deadlines and communicating these plans back to customers where they are appropriate. Demonstrating that you value and act on customer feedback is essential for building trust and loyalty. Additionally, it's important to measure the impact of actions taken to close the loop and continuously refine your approach based on results.

Reviewing survey isn't enough. Taking action based on customer feedback is the heart of any successful survey analysis. It's a chance to build stronger relationships and turn passionate voices into loyal advocates. Every piece of feedback, positive or negative, represents an opportunity to improve the experience you deliver. When customers invest their time in sharing their thoughts, they expect meaningful action in return. Ignoring their feedback sends a powerful message – that their insights don't matter. This can quickly erode trust and loyalty, leading to decreased engagement and, ultimately, lost business. Take action shows you care, build loyalty, and unlock their enthusiasm. This virtuous cycle is the key to build brand loyalty.

Take the time to gain human to human interaction. Interact with the stakeholders on both ends. Client and client facing. What were the feelings of the interaction. What were the triggers. Everyone has an off day, and that is okay. What’s not okay is leveling with another human on an even playing field. Treat those you interact with, with respect and care. When you approach situations in this cadence you will find that it is mostly reciprocated. When it is, you can peel back the onion layers and find the wound, and heal it. Don’t slap a bandaid on anything…solve the root cause.

This happened today with a customer. We received a survey on a support ticket that needed our attention. My account manager and I could have assumed a lot of things from the survey scores and comments but we did a direct follow up. Once we clarified what customer meant, internal collaboration kicks in so ensure this is best class. We came up with an action plan and timelines to get to a resolution. We are all busy, so recognize the effort customers put into responding to surveys and reciprocate by using their insights to improve internal processes and strengthen your relationship.

Close the loop. Asking questions, fine. Analyzing the results, good. Taking actions based on such results, great. But what about informing customers of how you have used their feedback, what action you've put in place and how it will impact them? As a customer yourself, wouldn't you love to hear that the time you've spent responding to a survey wasn't vain?

Fa?a correla??o dos dados da pesquisa com outros dados relevantes que você já possui para identificar padr?es ou para ajudar a prever situa??es críticas ou oportunidades. No mínimo vai te ajudar a abrir a mente para outras possibilidades.

It’s very important to define questions prior to engaging with a survey. The total time to complete (TTTC) should be no more than five minutes and request additional follow ups if the customer checks the box for it. Appreciate their time and understand they’ve got work they’re also doing.