Which Feedback Gathering Channels are Right for Your CX program?

eTouch Point Optimizing the Customer Experience Which Feedback Gathering Channels Are Right for Your CX Program? When it comes to collecting customer experience feedback, not all feedback gathering channels are created equal. Which should you use? Here are proven approaches to help you decide: How Did the Customer Interact With You? Online when customers use the Internet to contact you, you should do the same. An email or pop-up survey is the best way to contact this customer for feedback. In-Home/Retail Visit When a person-to-person interaction takes place, IVR phone surveys personalize feedback collection, get high response rates, and are the best option for contacting customers. Phone Call When customers use your customer service line, it's an indicator that they are comfortable communicating with you this way. You should use an IVR phone call or SMS/text to gather this customer's feedback. Best Practice Tip: Ask customers for their contact preferences and use them when you request feedback. When Should You Reach Out? In order to get the most accurate feedback from your customers' experience, follow-up as soon as possible after an interaction-and definitely within 24 hours. How Often? Don't over-survey your customers. Track how often you contact customers and don't survey them more than once every 60 days. Will They Respond? To optimize feedback response rates, you must employ the right survey and CX data-collection technologies. Email The most prevalent because it is easy to administer and inexpensive, but response rates (8%-15%) lag behind IVR and SMS. IVR IVR automated phone surveys personalize the feedback collection and have a stronger call to action, so response rates are higher (15%-30%). SMS/Text Surveying through text message yields response rates similar to IVR (15%-30%) and performs better with younger demographics. eTouchPoint collects, processes, and reports millions of customer satisfaction, voice-of-the-customer, and post-interaction employee feedback surveys, verbatims, eTouch Point and data points per month for its Fortune 500 clients. Contact us for a demo of our Optimizing the Customer Experience eTouchPoint multi-channel customer experience management platform. www.etouchpoint.com | 1-877-838-6824