Why multi-channel also applies to customer satisfaction surveys

Today's consumers are used to approaching a company or being approached via a variety of channels. Why shouldn't they be when it comes to asking about their satisfaction? Today, you have a wide range of channels for surveying your customers. E-mail, SMS, tablet, QR Code or Flashcode, IVR, web links, telephone, social networks, chatbot, chat, etc. Multi-channel feedback management is a must. This multiplication of channels makes it possible to reach a maximum number of customers and achieve an optimal return rate.

Define your objectives in advance

But you still need to know which channel is best suited to your needs. There are several questions to ask:

• What type of feedback do you want (indicators, verbatims)?
• What are your objectives?
• What type of customer are you (BtoB, BtoC)?
• What channels do you usually use to interact with them?
• Do you have their contact details? If so, which ones (e-mail, telephone, social network account)?
• Are customers already expressing spontaneous interest in your company?

To ensure a high return rate, prefer e-mail, IVR, telephone or SMS. These channels not only allow you to renew your request, but also to set up over-solicitation rules, so as to avoid any deterioration in the return rate.

Collecting contact details through surveys

If you don't have any contact details and want to cover a wide range, you can use QR codes, Internet links or tablets. Present in a physical location (tablet), on a receipt or invoice (QR code or link), they enable you to solicit the spontaneous opinions of your customers and prospects. However, be sure to include their contact details in the questionnaire. This will enable you to recontact dissatisfied customers and not just manage the people registered in your CRM.

Think customer journey and data

Whatever channel or channels you choose to administer your satisfaction surveys, never forget to think in terms of the customer journey and data. Firstly, it's important to be able to cover the entire customer journey, so as not to miss a moment that could generate irritants without your knowledge. Secondly, when it comes to the data you collect, make sure you collect it in the same place. This will help you to manage the customer experience optimally.