Omnichannel CX Tip #6: Measure VoC with Low-effort Surveys

We partnered with CX industry experts Shep Hyken and Jeanee Bliss to create our ebook, “Top Ten Keys for Creating, Measuring, and Improving Omnichannel Customer Journeys”. To review tips on implementing omnichannel CX you can download the ebook here. In today’s blog we are going to move from implementation of omnichannel and into the importance of measuring omnichannel journeys.

Key number 6 involves understanding a customer’s CSAT or NPS for key interactions. This could involve each and every interaction or just select interactions that are part of the larger journey. Overall, this helps you to be able to detect CSAT by channel or interaction type in order to see the “bumps in the road” along the journey, so that these points of friction can be identified and smoothed out.

A key item here is that these customer surveys must be super-simple or what I would refer to as “bread crumb” surveys. Think of a Lyft app where they simply have you rate one to five stars. That’s it. We have all encountered surveys that are sometimes longer to complete than the interaction itself. This should be avoided, as it is what one participant termed “survey fatigue” in a journey brainstorming session Bright Pattern conducted at CCW Vegas. To get the Voice of the Customer (VoC), surveys must be fast and low effort.

At the end of key journeys, however (like a TV purchase that started with chat but ended with a purchase after multiple steps), it is fine to have a slightly longer survey. And for most interactions that are part of that journey, just ask one simple question, like, “Were you happy with today’s resolution?” or “Rate us on 1–5 stars.” Make it easy for customers and put yourself in their shoes when creating a survey.

These simple surveys will allow you to measure CSAT by channel, journey type, customer segment, agent pool, and more. The surveys will also help you to identify failing interactions in real-time so that they can be resolved appropriately. Managers can also use this real-time data to retrain agents to better address these situations.


About the author:
Previously Ted worked at Genesys where he led North America Marketing with over 15 years in the customer experience industry. Prior to that Ted worked for startups and enterprise software and hardware companies in all marketing functions. In addition to his CX experience, Ted has a background in business intelligence and large scale computing systems. Ted is a graduate of the Ross School of Business at the University of Michigan with a marketing and finance background.

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