Monday, September 17, 2018
Online customer reviews and satisfaction surveys
Best practices for integrating online customer reviews and satisfaction surveys
Is it enough to observe online customer reviews without conducting satisfaction surveys, or to conduct satisfaction surveys without observing online customer reviews? At SatisFactory, we tend to think not. Why not?
Firstly, these two sources of feedback increase the volume of information and provide a more comprehensive view of the voice of the customer.
Secondly, online customer reviews and survey responses do not provide the same information. Comments in a survey provide precise information on different moments in the customer experience, and are therefore more useful for operational staff. Online reviews, on the other hand, are more focused on overall service and provide information to other consumers; they are therefore more suitable for marketing teams.
Thirdly, it's hard to ignore online reviews, because they're there for all to see.
Combining online customer reviews and satisfaction surveys
To reconcile these two sources of information more easily, SatisFactory offers a simple solution. From the Feedback platform, you can collect and analyze reviews from Google, Facebook and TripAdvisor, in addition to customer surveys.
The idea is not to analyze customer satisfaction on every channel. We prefer to analyze each key moment in the customer journey, using customer surveys and opinion platforms. In order to be exploited and associated with the response elements of the satisfaction questionnaire, each review must be linked to a moment in the customer journey.
Identify moments in the customer journey
To obtain an exhaustive view and a certain volume, it's important to set up a questionnaire after each experience (post-SAV, post-customer service contact, post-purchase, etc.), hence the importance of defining upstream the moments in the customer journey you wish to monitor.
As for social networks, they are added to the content already collected; comments will be associated with key moments based on semantic analysis.
Calculate your own e-reputation indicator
You can track the score of each source separately. If you follow several social networks, it's a good idea to consider an aggregator score, to facilitate tracking and better communicate with your teams:
For example, you can scale each rating to 100 to obtain an overall e-reputation indicator. If you're interested in the ratings on Booking (out of 10) and TripAdvisor (out of 5), you need to bring them to 100 and then average the two platforms.
Often, satisfaction surveys and e-reputation monitoring are not managed by the same departments. This calls for a cross-functional approach. It's only by combining organizations that you'll be able to obtain a global vision of the customer journey.
Also read on the same subject:
How do you reconcile satisfaction surveys and online reviews?
