How to create a customer journey survey?  

Here's a roadmap to create an effective customer journey survey that captures valuable feedback at various touchpoints in the customer experience:

1. Define your goals and target audience:

• What stages of the customer journey do you want to understand? Identify the specific touchpoints you want to gather feedback on (e.g., website visit, product purchase, customer service interaction).
• Who are you surveying? Tailor the survey questions to the customer segment interacting with that specific touchpoint.

2. Crafting customer journey survey questions:

Open-ended & Likert Scale: Use a mix of open-ended and Likert scale questions to gather both detailed feedback and gauge overall satisfaction.

Open-ended examples:

• "What challenges did you face while trying to [action related to the touchpoint]?"
• "How can we improve your experience with our [touchpoint, e.g., website checkout process]?"

Likert scale examples:

• "How easy was it to find the information you needed on our website?" (Very Easy, Easy, Neutral, Difficult, Very Difficult)
• "How satisfied are you with the level of support you received from our customer service team?" (Very Satisfied, Satisfied, Neutral, Dissatisfied, Very Dissatisfied)

3. Tailoring questions by touchpoint:

• Website visit: Focus on website navigation, information clarity, and ease of finding desired products or services.
• Product purchase: Explore the checkout process, payment options, and overall buying experience.
• Customer service interaction: Measure agent helpfulness, resolution time, and overall satisfaction with the interaction.

4. Additional considerations:

• Keep it concise: Aim for short surveys (ideally 5-7 minutes) to avoid survey fatigue and improve completion rates.
• Trigger surveys at the right time: Distribute website visit surveys upon exit, purchase surveys after order confirmation, and customer service surveys after interaction closure.
• Multi-channel options: Offer survey access through various channels relevant to the touchpoint (e.g., website pop-up after checkout, email after service interaction).

5. Pre-launch considerations:

• Pilot test: Run a pilot test with a small group to identify any issues and refine the survey before full launch.
• Mobile-friendly: Ensure the survey is optimized for mobile devices.

6. Distribution and analysis:

• Choose the right channel: Distribute the survey based on the touchpoint (e.g., website pop-up, email).
• Personalization: Personalize the survey invitation whenever possible (e.g., mention the specific product purchased).
• Analyze the data: Identify trends and patterns in feedback across different touchpoints. Use this data to pinpoint areas for improvement throughout the customer journey.

7. Taking action:

• Develop action plans: Based on the feedback, create plans to address customer pain points and improve each touchpoint in the customer journey.
• Prioritize improvements: Focus on addressing the most critical issues impacting customer satisfaction.
• Track progress: Monitor the impact of the changes you implement based on customer feedback and continue to gather insights over time.

What are the tips for conducting a customer journey survey?  

Here are some key tips for conducting a customer journey survey to gather valuable customer insights and optimize their experience:

1. Define your goals and target audience:

• Segment your audience: Tailor the survey to different customer segments based on demographics, purchase history, or touchpoint interactions. This ensures you get relevant feedback.

2. Craft effective survey questions:

• Focus on the "why": Move beyond "satisfied?" and delve deeper with open-ended questions like "What challenges did you face during checkout?" to understand root causes of issues.
• Balance open & closed ended: Use a mix of question types for both specific data (multiple choice) and more nuanced insights (open ended).
• Actionable Insights: Frame questions to yield data for improvement, like "Which feature was most helpful in accomplishing your task?"

3. Design and delivery:

• Mobile-friendly: Ensure the survey is optimized for mobile devices, as many users access email on their phones.
• Clear introduction and progress bar: Provide context about the survey's purpose and a progress bar to show completion time.
• Thank you message: Express gratitude to customers for their time and feedback.
• Multiple channels: Consider offering the survey through email, in-app pop-ups, or after specific touchpoints (e.g., post-purchase) based on your goals.

4. Post-survey actions:

• Analyze the data: Don't just collect data; analyze it to identify trends and common themes in customer feedback.
• Take action: Develop action plans based on the feedback. Prioritize improvements and communicate them to customers to show you're listening.
• Close the loop: If a customer expresses a specific issue, follow up with them directly to address it and demonstrate responsiveness.