4 Principios para el mejor diseño de encuestas

Summary

The video emphasizes the importance of establishing a personal connection and providing context when seeking information from customers. It highlights the value of conversational context in survey design, ensuring questions reflect the customer journey. The script advocates for interactive surveys tailored to specific situations, moving away from traditional, cumbersome methods. It underscores the need for surveys to respond effectively when customers experience issues, ensuring a responsive and engaging feedback mechanism. Overall, the video aims to enhance customer experiences by adopting a more empathetic and structured approach to gathering feedback.

Takeaways

• 😀 Establish a personal connection and provide context before asking questions to gather information effectively.
• 🛍️ Tailor your questions to the customer’s journey to create a more natural interaction.
• 📊 Utilize conversational context in your surveys to enhance the customer experience.
• 🔍 Choose the right type of survey based on the information needed: quick surveys for direct questions, comprehensive surveys for broader feedback.
• ✉️ Embed surveys directly in emails for immediate feedback when quick information is required.
• 🚶‍♀️ Walk customers through their experience step-by-step to understand their journey better.
• 📉 Avoid overwhelming customers with lengthy surveys; prioritize clear, concise questions.
• ⚠️ Design surveys to detect when issues arise and respond appropriately to enhance customer satisfaction.
• 💡 Use storytelling in surveys to relate to customers and make the experience engaging.
• 🎯 Focus on responding to customer concerns effectively to gather valuable data and improve service.

Q & A

What are the two initial steps to gather information from a customer?

First, establish a personal connection with the customer, and second, provide context before asking for information.

What term do question writers use to refer to the initial connection and context in a conversation?

They refer to it as 'conversational context'.

Why is it important to map customer experience to their journey?

Mapping customer experience to their journey makes the interaction feel more natural and relatable, helping to engage customers effectively.

What are the two types of surveys mentioned in the transcript?

The two types are quick surveys that can be used directly in emails and broader surveys that guide customers through their entire experience.

What does the speaker suggest about the use of mega research surveys?

The speaker suggests that mega research surveys are outdated and that there are more effective ways to gather information without making customers feel miserable.

How should surveys respond when a customer reports a problem?

Surveys should detect when things go wrong and respond in a meaningful way that matters to the customer.

What is the primary goal of the survey mentioned in the transcript?

The primary goal is to help customers share their experiences at each step of their journey, ensuring the survey reflects their feedback effectively.

Why is it important for surveys to mirror customer interactions with support?

It’s important because customers expect the same level of responsiveness in surveys as they do when speaking to someone who is handling their issues directly.

What is the implication of having interactive surveys?

Interactive surveys are implied to be more engaging and effective, allowing customers to provide feedback in a way that feels relevant and timely.

What role does storytelling play in the customer journey?

Storytelling plays a crucial role as it helps account people relate to the customer experience in a chronological sequence, making it easier to understand their journey.