Customer experience is more important than ever. The buying power has shifted over the last 20 years to the consumer having more of a position of strength than ever before (see Zero Moment of Truth). Because of this shift over the last couple of decades, organizations have begun to realize the power of customer surveys and experience management.
Inbound surveys are typical in contact centers offering customers the ability to stay on the call for a quick 60-second survey. And, while these voice surveys are often beneficial, outbound surveys can be very effective as well.
Rapid Customer Feedback
Many of our customers have begun using outbound voice and text surveys to gain rapid customer feedback and improve their team’s performance. Some are contact centers handling high volumes of calls, emails, chat, and text messages. Others are typical healthcare organizations, consumer finance, self-storage, and others not considered contact centers.
We’ve seen many of our customers successful with outbound surveys to measure customer journey interactions. Often, organizations have phases of a customer journey that need additional refinement. Outbound surveys throughout the customer journey can help understand where to focus and solve these issues.
The Impact Of a Three Percent Improvement
One of our healthcare clients can have anywhere between 20,000 and 40,000 customers in their onboarding process at any moment. Most of the process is very effective, but some were not completing it. So they used outbound surveys to learn from those customers that dropped out. The learning enabled them to make adjustments in the process to create a better customer experience. And when you think about a 3% improvement, this could help them recover as many as 1,000 customers who might abandon the process.
It may seem that 1,000 doesn’t seem to be a large number for a healthcare organization handling 20-40K customers annually. However, the financial and word of mouth referral implications can be tremendous, especially when considering their average customer value of $1,100. This small tweak to the customer journey yielded an impact of $1.1 million just by improving their customer experience three or four percent.
Outbound surveys are also useful for packaged goods and software companies. Often, consumers buy products and adapt to them over time. For instance, some of our clients provide products with slower adoption rates. Using outbound surveys at different intervals with different customers allows them to learn where the adoption rate is the highest and when to ask for online reviews.
We Can Help
Outbound voice and text surveys can be an effective way to learn and make necessary adjustments to your customer experience while at the same time improving your performance. To learn more about how outbound surveys can help your customer and even employee experience, Contact Us today.