Be A Survey Action Hero

By: Lisa Sigler

June 9, 2015

Customer Engagement
Customer Feedback

Giant explosions! Gravity-defying stunts! Brave action heroes who defy the odds to save the innocent! Big action movies are a summer staple.

Those movies are pure fun fantasy, but you, too, can be a hero…to your customers.  If you analyze your survey data and use it to prompt business actions, you can save them from a bad customer experience by addressing their concerns, anticipating their requests, fulfilling their needs, and keeping them satisfied.

What does a Survey Action Hero look like? One Clarabridge customer, a hotel chain, distributes survey results to 95% of employees. They capture the feedback and track their actions using our case management functionality, and then close the loop with customers to build real trust with the brand.

This ensures that guest feedback impacts everything from operations to staffing to upper management strategy. The action can be widespread (for example, the renovation of an entire property was driven by trends in the customer feedback), or it can be very specific (a certain customer complained about the bed being uncomfortable. Upon her next visit an extra memory foam cushion was placed on her bed).  In addition, employees who are mentioned by name in the survey results are recognized for their achievements, inspiring everyone in the organization to strive to provide high quality service and raise survey scores.

The result of all of this heroic survey-inspired action has included a substantial increase in revenue over competitors, and the opportunity to develop profitable package deals with local attractions, and being named a top ten U.S. hotel.

Taking action on survey results isn’t as formulaic as your average action flick, but there are a few steps you can take to stay on track:

  • Explode your silos: Make sure you have a unified plan for distributing and collecting surveys that spans all departments, and share the results with everyone.
  • Recruit a sidekick (or several): Most of the employees in your organization are not data analysts. However, customer feedback can help direct business decisions in every department. Getting relevant survey results into the hands of official or unofficial customer champions ensures that the right people are empowered to take action promptly.
  • Attack strategically: Triage your results so that you are taking the right action at the right time. For example, problems impacting the bottom line should take priority over less-serious problems, even if the less-serious problems are being reported more frequently.
  • Stay relatable: Businesses can relate to their customers through their survey programs by showing a personal touch. Make sure customers know that you hear them – thank them for their survey responses, reach out to discuss their concerns, and publicize it when you’ve made changes that were driven by customer feedback. Empower your frontline employees to take customer-centric actions on the spot to become real customer heroes to build real relationships. A great catch phrase doesn’t hurt, either.

Taking fast, thoughtful, organized action on your customer feedback is the only way to get truly save the day with your customer experience management efforts.  You can fix problems, emphasize positives, and predict upcoming trends. Using surveys to take action is almost like reading your customers’ minds (but that’s a different kind of summer blockbuster altogether).

To flex your Survey Action Hero muscles, download the Ultimate Guide to Survey Success.

Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.