Unlocking CX Potential: 3 Steps to Drive Growth
Losing a customer costs far more than gaining a new one. That’s why optimizing the customer experience (CX) is mission-critical for growth. But are your CX surveys truly delivering the insights you need? Many fall short, failing to capture the depth and nuance of customer sentiment. This post reveals three key steps to transform your CX surveys into powerful tools for understanding and driving customer loyalty.
- Crafting More Targeted and Engaging Questions:
Generic Net Promoter Score (NPS) questions often miss the mark. Instead of asking about recommendations to “a friend or family member,” tailor the question to your audience. For parents evaluating baby formula, ask about recommendations to “other parents.” For B2B software users, ask about recommendations to “your manager.” This refocuses the question on relevant decision-making criteria.
Further enhance engagement by using projection techniques. Instead of simply asking “Why did you give that rating?”, encourage storytelling by asking, “If your manager asked you about [product/service], what would you tell them?” This elicits richer, more detailed responses, revealing valuable insights into customer perceptions and motivations.
- Making it Conversational with AI:
Vague, one-word survey responses offer little value. Conversational AI can unlock deeper insights. AI-powered follow-up questions, tailored to individual responses, prompt customers to elaborate and clarify their feedback.
Example:
- Question: Why did you give that rating?
- Response: ”The cost was too high.”
- AI Follow-Up: ”Can you explain what specifically about the cost you found to be too high? Was it the subscription fee, implementation costs, or something else?”
- Response: ”The initial setup fees were significantly higher than we anticipated, and the ongoing monthly costs seem to be increasing without clear justification.”
This conversational approach demonstrates active listening, making customers feel heard and understood, which fosters trust and loyalty.
- Tailoring NPS to the Specific Event:
While overall NPS is useful, sometimes it’s best to tailor the question to a specific event. After a flight, ask “How was your flight?”, not “How is your overall experience with our airline?” This allows customers to provide immediate, targeted feedback on the specific interaction, leading to more actionable insights. Use projection techniques here as well: “If a friend asked you about your recent flight, what would you tell them?”
From Survey to Strategic CX Touchpoint:
By implementing these strategies, you transform your CX surveys from mere measurement tools into positive customer touchpoints. You gather richer insights, demonstrate active listening, and build stronger customer relationships. This leads to increased customer satisfaction, loyalty, and ultimately, sustainable growth.
Ready to elevate your CX surveys and unlock the power of customer feedback? Reach out to Nick Nevins, [email protected] for more information or to discuss your brand’s unique challenges.