Mini Boot Camp: Designing Effective and Strategic Customer Surveys

Every organization fields various customer surveys today, and customer mailboxes are overloaded with near-daily survey invitations. Yet, the collective marketplace has become increasingly disappointed with the value of these surveys. On the company side, a recent McKinsey study of 260 executives revealed that only 15% of the C-suite is fully satisfied with their customer experience survey program. At the same time, response rates continue to slip because the survey experience is mediocre, and, more importantly, companies fail to act on survey insights.

In short, many companies achieve a poor return on their customer survey investments because they field poorly designed questionnaires and because their broader approach to building a survey “ecosystem” is disjointed, siloed, and more company-centric than customer-centric.

This three-hour session will feature best practice survey design methodologies honed over the past 50 years for hundreds of companies from virtually every industry worldwide. Emphasis will be given to the practical matters of questionnaire design and survey fielding techniques that can be used for both relationship and transactional surveys. This session will also address important strategic considerations for building a more unified, holistic survey approach that relies on collaboration across the organization.

1. Practical tips and guidelines for designing customer experience questionnaires that yield valid, reliable, and actionable data for identifying NPS/satisfaction drivers and building a customer experience business case (e.g., writing questionnaire items, scaling, use of closed-ended vs. open-ended items, how to properly sequence questionnaire items, using invitations and reminders to promote better response rates).
2. An understanding of the best practices for collaborating across functions when designing customer experience questionnaires.
3. A best practice framework for establishing a holistic voice of the customer survey ecosystem, including relationship, transactional, and pulse surveys.
4. A practical methodology for aligning and mapping a customer survey ecosystem to the end-to-end customer journey.

This mini boot camp is intended for both CX leaders (e.g., Chief Customer Officers, CX Directors, and Customer Service Directors) who have responsibility for building a holistic voice of the customer survey approach, as well as CX practitioners who create, administer, and manage customer experience surveys.

This Mini Boot Camp is being offered as a standalone event or as an add-on to our UWEBC Annual Conference.

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Companies sending three or more people to a Mini Boot Camp can receive a group discount of $100 per person.
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