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Data / Empowering High Performance

Porter Research
Russell Green

Embedded Surveys Deliver Actionable Results

Russell Green Jr., Vice President, Operations
May 19, 2010

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Recently, a healthcare information technology client was literally days away from a major departmental management meeting, and subsequently was in need of a customer experience management program that focused on measuring the efficiency and effectiveness of his company's online customer support center.

Naturally, the timeframe of this project was short, but that tends to be the nature of things most often in the research industry. Having only a small amount of time available and a need for "directional-focused" data results, implementation of a customer e-mail campaign utilizing an embedded survey was designed to target a statistically relevant number of the most recent users of the client's online customer support center.

Using a short customized survey that was inclusive of satisfaction key driver and loyalty metrics, it was possible to deliver a snapshot summary of results that met the client's goals.

Organizations are discovering that it's imperative to develop new ways to use the Internet in an effort to better communicate and share information with customers. As a result, marketing strategies have to also evolve and create new ways for organizations to tap into these newly emerging Internet resources.

Market research analysts that have leveraged traditional and online surveys as a data collection methodology have increasingly found that embedded surveys can offer faster response times than traditional telephone surveys or survey links that reroute users to a separate web page.

Reciprocity in business communication (how your customers contact you is how you should contact them) is also very important when responding, receiving and sharing information with users. Embedded surveys tend to be more effective when e-mail has been identified as the preferred communication channel for specific users.

Embedded surveys, with their ease of use and increased response rates, allow businesses to develop personalized and automated email campaigns to strengthen relationships with their customers, partners and prospects through ongoing communications.

They also provide organizations with actionable feedback that allow them to assess individual performance, business value, and quality of products and/or services. Data obtained from embedded surveys can also be used to: develop snapshot summary observations;  apply tactical analysis of issues that identify promoter customers; and develop call-to-action programs for potential defecting customers.







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