I recently had a short two-day stay in a local hospital. To say it was third-rate would convey more credit than deserved. Not that hospital stays should measure up to a night at the Ritz, but as hospital stays go, this one fell below expectations. Within 24 hours of being released, while everything was fresh on my mind, I had written and posted a review online. My post was short, fair, and to the point and took less than ten minutes to complete. The effort was both painless and liberating.
Fifteen days later, I received in the mail a five-page survey from the hospital. It was a poorly written survey, requiring responses to questions that had no bearing on my stay and asking ambiguous, incorrectly phrased questions. It is no wonder that response rates to survey requests are spiraling downward.
Survey Fatigue – The Canary in the Coalmine
By now, you may be familiar with the term “survey fatigue,” especially if you have anything to do with customer experience (CX). Due to the continued onslaught of survey requests, it should come as no surprise that many consumers cringe when they hear or see the word survey these days. Survey requests have become a ubiquitous assault on our time, with never-ending invites to take part.
We didn’t arrive at this place by accident. Internet technologies have made administering and collecting surveys cheap and easy – which I believe is still the driving force behind surveys, not quality of data. Too many businesses send out surveys continuously. This has led to more customers ignoring survey requests and data collection being limited to a narrow segment of your target population. As a result, your data quality is compromised and loses its value.
The “Continuous Conversation” with Customer
Amid the growing ineffectiveness of CSAT surveys, more attention is directed toward the “Continous Conversations” businesses are now having with customers. Continuous Conversations are about understanding how customers interact with your brand across the different channels and how to make that a cohesive, pleasant experience for them.
As Machine Learning and AI algorithms improve, the metrics by which we measure Customer Satisfaction will NOT come from surveys but a combination of feedback (comments, reviews, etc.) and micro surveys (one or two questions).
The Digital Comment Card feature in Guest-Note is designed to facilitate Continuous Conversations and mine the data from these channels of unstructured input.
Digital Comment Cards, QR Codes, and the Micro Survey
Quick Read (QR) codes have become mainstream during the period of COVID. Most restaurants adopted them as an easy way for customers to access menus on their smartphones. Folks of all ages have become familiar with how to use them.
QR codes, also known as 3D bar codes, are an improvement over traditional bar codes since they can convey more information. Comprehensive data, such as store number, date, time, transaction number, lane, employee ID, etc., can be captured through a QR code. Greater detail related to the customer’s comment is collected while decreasing the time and effort required of the consumer. Customers are most motivated to provide feedback in the minutes following their experience, not hours or days after a customer visit. That is why social media and review sites have grown so popular with customers.
Guest-Note provides an ecosystem to support continuous conversations with customers. In particular, one feature in Guest-Note is the Digital Comment Card that customers can access via a QR Code. With all the particulars of the transaction immediately captured through the QR code, customers can type (or voice record) a brief comment about their experience. Each digital comment can be followed by a micro-survey (no more than three survey questions). Quick, easy, and painless for the customer.
Traditional surveys are on life support. It won’t be long before they are entirely replaced with measures that span all channels used by customers in their continuous conversations with businesses.
Platforms like Guest-Note are making it easier to measure customer experience throughout the customer journey. If you would like to see what Guest-Note can do for your business