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Which survey channel to use and when is also determined by another factor that is your survey goals. Your survey collection mode may differ according to your survey goals. You need to identify the reason and for whom you want to conduct a survey. There are basically 2 targeted audiences that define your survey goals.

  1. Customer Feedback
  2. Employee Feedback

Customer Feedback   

Simply put, Customer Feedback is the data or information retrieved from the customers about their overall experience regarding business, products, and services. Customer feedback plays a crucial role in the success of the business by enhancing the level of the products and services and delivering the customers with a world-class experience. Thus, every business uses customer feedback survey tool to understand the customers' journey.

Survey channels help you to capture customer data effectively across touchpoints, can get you the information you need. It can help you understand how well your touchpoints are performing and what your customers are happy with. And don’t forget, customer feedback is a touchpoint in itself too. When used effectively, it can help you create a strong customer experience.

For obtaining qualitative customer feedback data, you should have a keen eye to quickly identify various touchpoints to interact with your audience. Here are the customer touchpoints you should ask for feedback across to enhance the customer experience:

Best Touchpoints For Customer Feedback 

  1. Interaction through Blogs and Resources
  2. When a User Abandons Cart
  3. Live Chat Option
  4. The Product or Service Itself
  5. Order Confirmation/Purchase 
  6. Post-Purchase Surveys

1. Interaction through Blogs and Resources - When a customer is considering whether to purchase from you, they are in research mode. This is their information-gathering stage. Your blog, knowledge-base articles, guides, resources and product demos come into play now. You can send out email surveys to customers on your newsletter or blog mailing list to gain genuine customer feedback. To interact your customers you can use a good mix of close-ended and open-ended questions. This balances ease-of-analysis with getting the customer’s perspective.

2. When a User Abandons Cart - If a customer is redirecting away from your cart, there’s a chance something isn’t right. This is a great time to understand why conversions aren’t happening. You can create a short email survey to send out when the customer exits the page. Either embed the survey in the email itself or send a link to a survey in the email. Always add customer care number for the customer to get in touch with you for problem resolution.

3. Live Chat Option - Live chat is a great option where your customers can share their concerns, ask questions and get the information they need. After interacting with your customers, share your survey link to them or share QR Code (if it is food or product delivery business) to share their feedback. This not only helps you to collect customer feedback but also increases the customers' engagement.

4. Products or Services - If you have terrible service or product and customer experience then nobody can prevent your customers from churning. So, your product or service is one of the most compelling touchpoints. Capture your customers' loyalty and satisfaction through a Net Promoter Score Survey. You can share the Net Promoter Score survey via email and SMSes to customers.

5. Order Confirmation/Purchase - Once a customer has placed an order or made a purchase, ask them for feedback. This is an ideal touchpoint to gather valuable customer feedback. You will get to learn what you are doing right. You’ll also learn what you could do better to improve the customer experience during the purchase process. For instant customer feedback, you can use a simple online survey that opens after the order confirmation page. If your customer is in-store, use a tablet-based survey app or Kiosk setup at the billing counter to capture customer feedback.

6. Post Service Survey - It is important for every business to communicate with their customers after they’ve made a purchase. Send an email survey or SMS survey a few weeks after the purchase to understand product usage and service issues. You can also share or print QR codes that customers can scan to give feedback.

Employee Feedback

Whether you are a human resources professional, a manager, or a business owner, you want your employees to be happy at work. You want a workforce that is productive and isn’t looking to abandon ship. You want employees that contribute to your long-term growth and for this you need to achieve maximum employee satisfaction. Employee Feedback helps you to track how satisfied employees are with the job, the workplace, their manager, and the company.

Capturing employee feedback at various touchpoint can help you identify the painpoints of the employees and take corrective actions to increase satisfaction. Here are various employees' touchpoints you should ask for feedback across to enhance the employee satisfaction:

Types of Employee Surveys 

  1. Cultural Surveys
  2. Onboarding Survey
  3. Performance Appraisal Surveys
  4. Professional Development Surveys
  5. Exit Surveys

1. Cultural Survey - Organizational culture is the bedrock on which company policies, decisions, actions, and goals are based. Organizational culture plays a crucial role in defining behavior in organizations. Culture surveys are a great tool for discovering how employees see themselves and their role within the organization, their sense of ownership, accountability and more. It measure internal structures, skills and qualities that affect behavior, and management styles, expectations, power structures and more.

2. Onboarding Surveys - These employee surveys are specifically designed to understand how new hires feel about the organization. They are a great way to check in with new hires. They offer valuable information on new hires’ first impression of the organization. They can help you understand the new hire experience. You can use this survey to improve the onboarding experience and ensure new hire expectations match the company culture.

3. Performance Appraisal Surveys - These surveys are a great way for managers and skip-managers to evaluate an employee’s performance. You can provide valuable feedback to your employees on improving performance. Properly conducted performance appraisal surveys can offer employees constructive criticism. These surveys engage both employees, and managers and supervisors. They, therefore, offer motivated employees a chance to gain valuable feedback on their work and can actually improve motivation. 

4. Professional Development Surveys - These employee surveys are extremely important, yet often overlooked. Highly engaged and motivated employees want opportunities to develop professionally over the course of their career. Professional development surveys can help you assess what you are doing right and what you are doing wrong when it comes to your employees’ development and growth. The results of these surveys can help you create an engaged and skilled workforce.

5. Exit Surveys - An exit survey does offer you an opportunity to learn more about the employee’s perspective and experience at your organization. Exit surveys can help you capture honest employee feedback about your workplace policies, work culture and more.