questionnaire design for action-able b2b customer feedback
DESCRIPTION
Lots of companies administer surveys for customer feedback but most of those lack the ingredients needed to take action. Align your questions with business outcomes that impact the bottom line. Includes Top 10 Signs your Questionnaire Needs Help.TRANSCRIPT
Collecting the Right Feedback with Strategic Questionnaire Design
SAM KENINGERDirector of Product Marketing,
Medallia
STEVE BERNSTEINPrincipal,
Waypoint Group
Medallia & Waypoint B2B Webinar Series
Getting the most from your CX programs
Part 1: Engage Your Sales Force in Improving the Customer Experience (Recording here)
Part 2: Accelerate Customer Success withEffective Governance (Recording here)
Part 3: Financial Linkage: Turning Insight into Action Throughout Your Organization (Recording here)
TODAY: Collecting the Right Feedback with Strategic Questionnaire Design (Recording here)
© 2014 Waypoint Research Group, LLC
Relationships == Loyalty
Relationships are the “Space Between”
Pre-SalesSales
ProcessImplement
Use /Support
Next Phase / Cross-sell
© 2014 Waypoint Research Group, LLC
Pitfalls Tips and Tricks Framework Process
Setting Expectations: Am I Going to Get a “Best Practice” Questionnaire from this Webinar?
© 2014 Waypoint Research Group, LLC
Your Questionnaire Is the Face of Your Program
© 2014 Waypoint Research Group, LLC
Your Questionnaire Is the Face of Your Program:Who is Showing Up?
© 2014 Waypoint Research Group, LLC
10. It is signed by the CEO9. It treats all respondents the same8. It asks the same question several different ways7. It is worded from your perspective, not theirs6. It strays from a “customer experience” objective5. It fails to establish WIIFM4. It doesn’t proceed in a logical flow3. It doesn’t appropriate set expectations about “investment”2. It comes from “donotreply”1. It asks the customer to provide information that you should know
10 Signs That Your Questionnaire Needs Work
© 2014 Waypoint Research Group, LLC
Step 1: For Whom Does the Questionnaire Serve?
© 2014 Waypoint Research Group, LLC
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights REALITY: The key is getting the right
information from the right people at the right time
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights REALITY: The key is getting the right
information from the right people at the right time
Myth: 2-3 Questions is the ideal length for an online B2B survey
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights REALITY: The key is getting the right
information from the right people at the right time
Myth: 2-3 Questions is the ideal length for an online B2B survey
REALITY: Expectations of time and WIIFM are proven to be larger contributors
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights REALITY: The key is getting the right
information from the right people at the right time
Myth: 2-3 Questions is the ideal length for an online B2B survey
REALITY: Expectations of time and WIIFM are proven to be larger contributors
Myth: An effective survey will help me drive the right actions
© 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design Myth: Surveys are the key to gaining
insights REALITY: The key is getting the right
information from the right people at the right time
Myth: 2-3 Questions is the ideal length for an online B2B survey
REALITY: Expectations of time and WIIFM are proven to be larger contributors
Myth: An effective survey will help me drive the right actions
REALITY: Surveys are a conversation starter and won’t provide root-cause on their own
© 2014 Waypoint Research Group, LLC
Best practices in Strategic Account Engagement(Objective = Trustworthy insights)
1. Initial positioning2. Active recruiting3. Delegated recruiting4. Update Campaign5. Pre-note6. Invitation7. Reminder #18. Personal outreach9. Final reminder10. Demonstrated listening
Result: Trustworthy insights from 60%+ response rates
© 2014 Waypoint Research Group, LLC
Big jobs usually go to the men
who prove their ability to
outgrow small ones.
~ Ralph Waldo Emerson
© 2014 Waypoint Research Group, LLC
EXEMPLIFIES the customer experience Collects data that drives ACTION Shows RESPECT for the respondent STRENGTHENS relationships with your customers
EARS: A Questionnaire Must Be A Good Listener
© 2014 Waypoint Research Group, LLC
• Response• Role • Recommend / Renew• Fit• Engagement “Ladder”
• Quality Overall• Value for investment• Ease of Business• Success creation
Journeys
Relationshi
p
Strength
Relationship Elements
Experiences
Touchpoint Performance
Purchase Model-based Questionnaire design
Need for Contact
© 2014 Waypoint Research Group, LLC
No Religion: B2B is Complex
EXAMPLES:
How likely would you to be recommend if you were in a position to do so?
Should a colleague ask you to make a recommendation, how likely would you be to recommend [Company]?
How likely would you be to recommend renewal, should a colleague ask you to make a recommendation?
© 2014 Waypoint Research Group, LLC
1. Acquire your internal audience Are they interested? Are they prepared to act? What do they want to learn?
2. What business questions are you trying to answer?
3. What commitments can you make to the customer?
4. Try it out in a limited scope5. Refine business questions and define
the analysis process6. Acquire data, link to operational and financial data, and
execute improvements7. Tell everyone what you did!
Next Steps
Help all levels drive response
rates
Keep feedback top-of-mind with mobile
apps
Focusing on the whole account story
Track who’s happy, who’s
not, and who’s gone
silent
© 2014 Waypoint Research Group, LLC
Complimentary Expert Assessment & Recommendations
Steve BernsteinFounder & Principal Consultant
[email protected] ext 11
Questions
SAM KENINGERDirector of Product Marketing,
Medallia
STEVE BERNSTEINPrincipal,
Waypoint [email protected]@medallia.com