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How do surveys fit into the omnichannel experience?

Todd Leach | Jan 20, 2017 Todd Leach 01/20/17

Omnichannel retailing is a philosophy that attempts to leverage customer data and customer feedback to create a seamless and personalized brand experience. It leads to greater satisfaction for customers—and increased sales and profitability for the brand. The omnichannel experience continues to evolve as new technologies and channels offer more ways for customers to interact with brands. 

Surveys + omnichannel

Given what we know about the omnichannel experience, surveys might seem like an unlikely choice when it comes to gathering useful feedback. Static, old fashioned, and time-consuming are frequent assumptions customers and retailers make about surveys they’ve seen or used in the past—but they don’t have to be true. Surveys with the right functionality can be powerful tools to help brands have meaningful conversations with their customers—and understanding where surveys usually go wrong can help us determine how we can do it right.

5 worst practices

1. Survey length
In a world growing increasingly instant, surveys can often feel tedious. Brands want to know a lot about their customers, but relying on surveys alone to give you the information you need is the wrong approach. Devaluing your customers’ time with too many questions leads to frustrations, inaccurate information, and a much lower response rate.

2. Irrelevant content
Survey content is often not personalized or specific to a customer’s individual experience or relationship with a brand. Surveys that don’t ask the right questions leave customers wading through questions that don’t pertain to their unique experience—which makes them feel insignificant and annoyed.

3. Too much time between the experience and the survey
The longer the time between the experience and survey, the less customers remember. The less customers remember, the more likely you’ll have errors in your survey data. Surveys taken by customers too long after the experience can’t give brands the information they need—which means fewer problems solved for the brand and consumers alike.

4. Customer feedback isn’t valued

Some brands neglect CX feedback altogether, and only use behavioral data to form their omnichannel strategies. That’s because their surveys aren’t giving them the meaningful feedback they’re capable of, so they ditch the results. But that means brands are missing out on half the equation.

5. Lack of action
Many survey-takers don’t feel the information they provide gets into the hands of someone who can take action to improve their experience next time. It’s frustrating for customers to take the time to give feedback and not hear anything in return. Brands that fail to make customers confident their voices are heard not only make customers feel unimportant—but risk building the loyalty they need to drive business to the next level.

Want to know how to do it right? Download the infographic to learn our 10 best practices for improving surveys to optimize the omnichannel experience—and give brands the feedback they need to drive customer loyalty and brand performance. 

Todd Leach
VP, Client Insights