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Archive for Customer Feedback

Will Text Messaging Surveys Replace Traditional Surveys?

message surveys
Probably not in the near future, but they can be a beneficial supplement to your current survey strategy.

 

Admit it, you are one of the 72% of smartphone owners who report checking their phone at least once an hour. With 9 in 10 adults owning a cellphone,  text messaging (SMS) has become the communication norm for most of the U.S. population. Text messaging appears to be a useful way to contact survey respondents, particularly those who tend to have lower response rates with traditional survey methods, such as young adults.

But according to Gallup’s research, text messaging is not yet ready to replace traditional surveys. This mode of contact has legal limitations, yields lower response rates than telephone surveys and restricts question length. So don’t use it as your only means of contacting your audience, but do use it as a supplements.

How Text Message Surveys Work

Text message surveys can be administered in two different ways:

The first option is to text questions and answers back and forth, which works well because anyone with a cellphone can respond. But there are significant limitations. Questions are limited to 160 characters, including the question wording and response options. Messages that are longer than 160 characters are broken into segments. While some devices rebuild the messages so that they appear as one cohesive message, messages may not be received in the correct order.

The number of questions must also be kept to a minimum. Questions and responses are sent one at a time, and research finds that respondents tend to lose interest more quickly than with other modes of data collection.

The second option is to text respondents a link to a web survey they can complete from the browser on their phone. Although this option gives researchers greater flexibility with question wording, about 25% of the population does not own a smartphone and will be unable to launch a web survey, and those who do have a smartphone may have to use or pay for data to complete the survey.

survey

 

 

 

 

Experiments Reveal the Pros and Cons of Text Message Surveys

Gallup conducted two experiments to test the effectiveness of text message surveys.

In the first experiment, they wanted to see how an SMS survey compares with a telephone survey in terms of response rates and substantive responses. There were 3 treatment groups: a traditional telephone survey administered by a live interviewer, a text message survey or a text message with a link to a web survey. Two questionnaire lengths were also tested: 5 questions and 12 questions.

Results – Response rates for the SMS-to-web surveys (12% for 5 questions and 11% for 12) and SMS-only surveys (12% for 5 questions and 13% for 12) were significantly lower than response rates for phone surveys (38% and 41%).

In the second experiment, Gallup tested sending survey invites and reminders to Gallup Panel members via email and text message. Respondents were randomly assigned to 1of 3 treatment groups: email and text invites and reminders, email invites and reminders only, and text invites and reminders only. All emails and text messages directed respondents to a web survey.

Results – Response rates were highest when using a combination of email and text reminders. This finding is consistent with other research, which has found that employing a variety of contact methods can increase the likelihood of participation.

It appears that surveys deployed over email are among the best and easiest to supplement with text messaging. At the most basic level, texts can be used as a reminder/delivery system for web surveys. A study by Mavletova & Couper (Journal of Survey Statistics and Methodology (2014) 2, 498-518) indicates that surveys sent via email got a much higher response rate when they were accompanied by a text reminder. Even more effective is to use text to deliver the web survey directly. Because 53% of emails are opened on phones, making sure your survey is mobile compatible. By serving the link directly through text, you can remove the need for them to take any intermediary action between receiving the reminder text and beginning the survey.

Obstacles

Currently, the major obstacle for conducting a survey via text message is obtaining the consent to send a message. This legal barrier greatly limits the scope for conducting text surveys.

It is important to note that FCC regulations make it illegal for companies to send text messages without expressed consent. This means Gallup or its clients must have explicit consent from respondents before sending them a text message survey. Simply having permission to contact the respondent via cellphone is not enough. Individuals must give consent to be contacted via text message, which is a major obstacle for most survey projects.

 

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Simple Steps To Improve Customer Service

customer service

Google “good customer service” on the internet and you will find a plethora of articles about best practices and steps to help your company improve customer service. But what it really comes down to is knowing your customers.

Social media provides an amazing way to collect tons of customer feedback without having to do much work at all. You don’t need to spend time sending out questionnaires or recruiting focus group participants. You can simply turn to the thousands of customers talking about your brand on social media to find out exactly what they think.

The following tips will tell you how to collect product feedback, get to know your customers a lot better, and provide more responsive and effective customer support.

  1. Solicit Product Feedback

One of the best ways to find out what your customers think about your brand and your products is to simply ask them. In some cases, they may already be telling you what they think; you just have to listen to what they’re saying. So be sure you’re monitoring for all mentions of your brand and products so you don’t miss any valuable insight. Check Facebook, Instagram, Twitter, Yelp, and Google for reviews.

  1. Get to Know Your Customers

Beyond what they think about your company, your customers think about a lot of other things. Social listening can help you identify what other topics are important to your customers. The more you can learn about what your customers are interested in, the better you can reach them. You can create more relevant content, share targeted articles or tips, and just generally speak their language.

Also take note of when your customers are active on social media, this is when they are most receptive. Use this information to ensure your social accounts are fully staffed up at those times, so you provide the fastest possible response. You can also be sure you’re posting news or updates at the right times so the people who need this information are most likely to receive it.

  1. Identify Issues Before They Become Serious

If something is going on with your product, you’ll probably hear about it first on social media. Be sure you’re paying attention to even the seemingly small issues your customers bring up. You might be able to identify potential problems before they become actual problems. And if someone points out something about your product, acknowledge their contribution and tell them how they’ve helped.

 

 

  1. Be Courteous on the Phone

Nobody likes to go through a gauntlet to get to the person they’re trying to reach, so don’t screen your calls unless you absolutely need to. Don’t risk insulting the caller by demanding their name before you’ll consider putting the call through. Try the following: “Absolutely–may I let him/her know who’s calling?” That way, if you do have to tell them their desired party is unavailable, it doesn’t sound like a personal slight.

When the phone rings, aim to answer it immediately. PURE Insurance strives to do it in eight seconds; that’s just a little more than one ring. Answer tweets immediately as well; answer emails within two hours or better.

Encourage your employees to smile when they are on the phone. Smiling adds treble and other pleasant cues to the sound of a voice, even through a phone line.

  1. Post Positive Letters and Testimonials You Receive From Customers

Nothing is more impactful than honest testimonials from happy, satisfied customers. This creates trust in your company and demonstrates to potential customers that they will have a great experience as well.

 

If you don’t have social listening in place (or if you’re unhappy with your current solution), implement the above strategies to start improving your customer experience. Your business depends on it!

 

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Digital Customer Experience

customer experience

Why are customers willing to pay more for a better experience?

In a recent study called The Disconnected Customer: What digital customer experience leaders teach us about reconnecting with customers” by Capgemini, a significant gap was found between how businesses and consumers perceive the quality of their customer experience.

Of the organizations surveyed, only 3 out of 10 match customer expectations. Research also revealed over 80% of consumers are willing to pay more for a better experience. This holds broadly true across sectors and countries, with around one in ten consumers (9%) actually willing to increase their spending by more than half!

In today’s digital age, regardless of whether we’re buying in-store or online, consumers now have an almost unlimited amount of information at their fingertips in order to make a decision. If you can’t find a review for a particular product or supplier, you’re probably going to immediately question its quality. Third party endorsement from other consumers and industry experts such as Trip Advisor and Amazon are an absolutely essential ingredient in sales conversion.

This wealth of information also helps determine where a customer is going to get the product or service from. If Company A is the cheapest option but Company B offers free delivery, free returns, a 24-hour helpline and a 3-year warranty, it’s fair to say that savvy shoppers are going to opt for the pricier one, especially if they feel it is worth the extra value.

Recently, Capgemini found a distinct correlation between a high quality of service and price and revealed that 4 in 5 people are willing to pay more for a better customer experience.

So why is this?

 

Ultimately, it comes down to the fact we want our voices heard and our loyalty rewarded, and a great customer experience makes us feel like we have achieved this. In most customer experience circumstances it comes down to speed, convenience and low effort required from the customer.

As an organization you need to invest in the digital customer experience. Think about what your customers value and what they care about. What is the connection between you as a brand and your consumer? Internally, the data and touch points need to flow through your organization and allow you to manage and meet the expectations and desires of your customers. What would be your ideal digital customer experience? Determine that and you can reap significant rewards.

 

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