Did you ever take a survey and wonder if anyone actually was paying attention to your input? Here’s a tip: If it’s more than 20 questions, ignore it, advises Sam Keninger, director of product marketing at customer experience vendor Medallia.
“That’s the old market research way of doing things, and [the resulting big report compiled by market researchers] ends up in a binder on someone’s desk and no one will read it,” he says. A shorter survey – about a page long, and generally with a question about whether you’d recommend the product or service – signifies that attention will be paid.
Why? “The survey is an extension of the customer experience itself, so the shorter it can be the better,” Keninger says. And surveys can be shorter – and more effective at telling the company what it needs to know in real-time – when they can depend more on free-form text responses. They can do that when they can leverage both text and sentiment analytic engines to understand which topics are trending and to identify emerging issues, and ideally route those in real time to the front-lines where workers understand and can take action to fix the underlying problems.