{"id":41137,"date":"2022-03-04T19:12:57","date_gmt":"2022-03-04T19:12:57","guid":{"rendered":"https:\/\/inmoment.com\/?p=41137"},"modified":"2024-08-09T14:23:29","modified_gmt":"2024-08-09T20:23:29","slug":"targeted-surveys-improve-customer-experience-cx","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/targeted-surveys-improve-customer-experience-cx\/","title":{"rendered":"How Targeted Surveys Help Improve Your Customer Experience (CX)"},"content":{"rendered":"\n

One tool is practically synonymous with the customer experience (CX)<\/a> industry: surveys. Since the inception of the industry, targeted customer experience surveys have been seen as a foundational listening and research <\/a>tool that leverages strategic questions to collect data from a specific group of customers.<\/p>\n\n\n\n

Sending out a targeted survey is the first step to improving customer experiences, employee experiences, and even the bottom line. Once a targeted survey has collected the desired data, a top-notch Experience Improvement platform mines that data using advanced analytics to uncover actionable insights<\/a>. And once an action plan is made and carried out, businesses can improve their practices and processes in a way that helps them to acquire new customers and employees, retain existing ones, identify cross-sell and upsell opportunities, and eliminate extra costs.<\/p>\n\n\n\n

All that starts with a targeted survey. But what are the best practices for creating a targeted survey? How do you get started? Well, that\u2019s what we will break down today!<\/p>\n\n\n\n

Picking Your Audience <\/strong><\/h2>\n\n\n\n

The first step to a successful targeted survey? Selecting a target audience! Ask your team, \u201cWho are we trying to appeal to? How do we want to improve their experience?\u201d The audience in question should be one that is crucial to your strategy, so be sure to examine sales data, demographics, and other analytics to inform your decision. <\/p>\n\n\n\n

For instance, let\u2019s say that you are a fast casual restaurant looking to launch a new menu item in a specific region. Your target audience would then be customers from that region who are regulars at your restaurant. That would be helpful to gauging interest in your new sandwich combo!<\/p>\n\n\n\n

You can also leverage other, more general surveys that ask broader questions in order to identify more specific populations to survey. Additionally, it\u2019s possible that your company already has the data you need! Check other relevant data or research that may have already been done on your desired subject. If the insights you need are already in your possession, this can help you avoid the dreaded survey fatigue in your customers (and employees).<\/p>\n\n\n\n

Four Principles for Building a Good Survey<\/strong><\/h2>\n\n\n\n

At Pearl-Plaza, we often get questions like, \u201cWhat is the best way to design a survey?\u201d, \u201cWhat questions should I include?\u201d, and \u201cWhat rating scales should I use?\u201d. The quick answer to those questions is that it depends on both the type and the topic of the survey.<\/p>\n\n\n\n

Principle #1: Design with the End in Mind<\/strong><\/h3>\n\n\n\n

This principle is also referred to as the \u201cBackward Research Process.\u201d When you design with the end in mind, you must first think about the decisions you want to make and actions you want to take based on the information you collect. <\/p>\n\n\n\n

Are you focused on increasing customer retention by identifying customers who had a poor experience? Do you want to \u201cgrade\u201d your outlets or employees on their ability to serve customers? Do you want to assess which specific customer-handling processes are and are not working? The content of your survey should be guided by your answers to these questions. And since you\u2019ve already identified your target audience, you\u2019re ahead of the game!<\/p>\n\n\n\n

Principle #2: Generate Hypotheses When Designing Your Survey<\/strong><\/h3>\n\n\n\n

While designing the survey, it is often helpful to generate some hypotheses about how you think the results might turn out. This exercise can help you define what information you need to either collect or append to your survey data.<\/p>\n\n\n\n

Principle #3: Ask the Right Questions<\/strong><\/h3>\n\n\n\n

Don\u2019t ask all<\/em> the questions. Ask the right questions. Depending on your desired outcome, you might use a variation of these question types:<\/p>\n\n\n\n