Originally published by ICMI. Read the full article at icmi.com.
Great communicators and leaders will tell you the importance of considering your audience before starting any endeavor. Surveys are no different, but who is this mysterious audience? What do they want from us, and how do we get them to offer us constructive feedback?
Regardless of your industry or customer base, at a high level, there are only four types of customers responding to your surveys. They can all be categorized as happy, angry, bored, or opportunistic. Each kind of respondent has different motivations for taking your survey. If you want to collect actionable insight, you must offer each one an experience tailored to their needs and emotions.
Join me for Session 401: Ho hum No More: Re-imagining Customer Surveys to Drive Results at the ICMI Contact Center Expo, May 13-16 in Ft. Lauderdale, FL.