how to conduct a successful survey campaign as part of customer success
DESCRIPTION
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Conduct a Successful Survey Campaign as part of Customer Success - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Booker, SocialChorus, Satrix SolutionsTRANSCRIPT
How to Conduct a Successful Survey
CampaignTracey Kaufman, Booker Evan Klein, Satrix Solutions
Nick Einstein, SocialChorus
Tracey Kaufman
Booker is transforming the way local services are managed by businesses and
discovered by consumers. Booker replaces everything from manual methods to
disconnected software, and unifies the essential components of running a service
business into a single web-based platform, accessible from any device.
Booker also enables service businesses to sell their services online, through their
website and a network of partner sites and apps, creating a seamless online
booking experience for consumers. Booker processes over one million
appointments each month across 70 countries. Headquartered in New York City,
Booker’s customers include Fortune 500 companies as well as thousands of local
service businesses.
VP, Customer Experience
Booker www.booker.com
Scenario
• I’m the new Product Manager for Audi
chartered with launching a new product line
• Reviewed available info – market research,
competitive info, user forums & still have lots
of open questions
• I decided to do a survey to collect more info.
I’ve never done this before and figured I’d ask
the experts
WHO to surveyNeed to define your goals & target market prior to defining a survey sample • Who should I send the survey to?:
• Current customers
• All qualified car buyers
• Other?
• Select a survey sample that is representative of the
target for the new product line
• Current customers
• Previous customers
• Current demographic
• New market
How to ask the questionsProposed question:
• Which one of the following items is the most important to you
when buying a car?
o Price
o Gas mileage
o Sportiness
• Useful for prioritizing known alternatives, not for initial discovery
• Assumes a comprehensive understanding of the key value
drivers for the target audience – doesn’t include other key
variables like: technology, safety, cargo space, etc.
What rating scale to use• Proposed question:
• Please select the item that best represents your satisfaction with your current
car - Sample results:
• Price: 8
• Gas mileage: 7
• Sportiness: 6
• Conclusion – need to focus on improving Sportiness
• But…add another question
• Please select the item that best represents the importance of the following
items:
• Price: 10 (Gap -2)
• Gas mileage: 7 (Gap 0)
• Sportiness: 4 (Gap +2)
• New conclusion: Price needs to be the focus area and Sportiness is an area of
over-investment
Summing Up...• Beware of biases when designing your survey
• Select a survey sample that reflects your target audience
• Ensure that the options provided include key value drivers
• Using a gap rating scale provides context to the response
ResourcesAlford, H. (2011). Designing and conducting survey research. SMC Institutional Research
Rea, L.M., & Parker, R.A. (2005). Designing and conducting survey research: A comprehensive guide. San Francisco, CA: Jossey-Bass.
Websites:http://stattrek.com/survey-research/survey-bias.aspx
http://www.sagepub.com/upm-data/43589_8.pdf
http://help.verticalresponse.com/images/uploads/Designing_a_Survey.pdf
http://usability.com/2012/02/fundamental-best-practices-of-an-online-survey/
Nicholas EinsteinSocialChorus @socialchorus @othereinstein
SocialChorus® powers tens of thousands of brand advocates – employees,
consumers and bloggers - to experience, create and share authentic
content about brands they love. We call this new marketing category
Advocate Marketing.
Our award-winning Advocate Experience™ solution makes Advocate
Marketing easy. We combine a comprehensive SaaS platform with a
dedicated, expert team and best practices to deliver measurable social
engagement with millions of people every month.
VP, Customer Success
1. Make it easy to respond and religiously focus
on optimizing response rates.
2. Strategically time deployments to deliver key
value at proper moments in the customer
lifecycle.
3. Ensure results are integrated in CS system of
record and made actionable.
Three Key Strategies
Tactics: How to Conduct a Successful Survey Campaign
• Clearly articulate goals and next actions;
ensure appropriate incentives.
• Manage communications expectations from
moment one in customer lifecycle, and
frequently reinforce.
• Craft emails with precision and routinely test
key variables [from, subject, format, pre-
header, cadance etc.].
• Execute suveys at key points in customer lifecycle
[post-launch, usage milestone, etc.] when they’re
most likely to respond with quality information, and
while you have time to impact account and drive
change.
• Incorporate results in customer dashboard/reporting,
ID variances and dig deeper into root causes.
• Make segmentation as simple as possible, but not
simpler.
Founder & President
Evan KleinSatrix Solutions
Gather Candid Feedback Objective Analysis of Data Convert into Actionable Insights Extensive Reporting & Recommendations Drive Results & Measure Impact
Existing Customers Former Customers Prospective Customers Employees
Customer Experience – Analysis Concepts
KPI 5 Whys
NPS
MoETop 2-box
Standard deviation
Correlation
CLVChurn rateResponse bias
KDA
Verbatim analysis
Share the Insights
Board of Directors C-Level
Business Leaders
Service Product Marketing Sales HR Finance
Front-line Personnel
Follow-up
Bottom-up
Top-down
EmployeesNon-responders
The ‘Public’
Q & A