Enhancing User Experience: Best Practices for In-App Surveys

Customer Satisfaction: the holy grail for any brand/business that wants to offer high-quality products/services/experiences to its audience. If you’ve been doing some research on how to measure customer satisfaction, you have probably stumbled upon CSAT. Now it’s time you get better acquainted with this metric and discover why it is widely used and trusted.

User feedback is invaluable for app developers and product teams seeking to improve their offerings. In-app surveys are a powerful tool to gather insights directly from users, but designing them effectively is key to obtaining meaningful and actionable feedback. Let’s explore some best practices to consider when implementing in-app surveys.

Best Practices for In-App Surveys

1. Keep it Short and Simple:

One cardinal rule of in-app surveys is to keep them short and simple. Users are more likely to participate if the survey is quick and doesn’t feel like a burdensome task.

  • Minimize the number of questions to prevent survey fatigue.
  • Use concise and clear language to make it easy for users to understand.

2. Timing is Key:

Timing is crucial when it comes to triggering in-app surveys.

  • Trigger the survey at an appropriate moment, such as after a user completes a key action or achieves a milestone within the app.
  • Avoid interrupting critical tasks or bombarding users with surveys.

3. Offer Incentives:

Consider offering users incentives for participating in the survey. This could be in the form of discounts, access to exclusive content, or early access to new features. Incentives not only boost participation but also show users that their input is valued.

4. Personalization:

Personalization goes a long way in making users feel heard and understood.

  • Tailor survey questions based on user behavior or preferences.
  • Use variables like the user’s name to make the survey feel more personalized.

5. Use a Mix of Question Types:

Use a mix of question types. This approach provides a comprehensive view of user opinions and allows for both quantitative and qualitative analysis.

  • Combine multiple-choice, rating scales, and open-ended questions to gather both quantitative and qualitative data.

6. Prioritize Important Questions:

Place the most critical questions early in the survey to capture user attention. If users drop out, you still get feedback on the most crucial aspects.

7. Mobile-Friendly Design:

Optimize the survey for mobile devices to enhance the user experience. Use responsive design to ensure the survey is accessible on various screen sizes.

8. Testing:

Before deploying the survey, conduct thorough testing on different devices and platforms. Test for clarity, flow, and any technical issues to ensure a smooth user experience.

9. Clear Call-to-Action (CTA):

Conclude your survey with a clear call-to-action, letting users know what to do next. If applicable, communicate how their feedback will contribute to improving the app.

  • Clearly communicate what users should do after completing the survey.

10. Anonymity and Privacy:

Respect user privacy.

  • Clearly communicate how user data will be used and assure anonymity if required.
  • Follow privacy regulations and best practices for data collection.

11. Follow Up:

If users provide contact information, consider following up with them after the survey. This not only shows appreciation for their time but also fosters a connection between the users and the development team.

12. Data Analysis:

  • Plan how you will analyze and interpret the survey data.
  • Look for trends and patterns that can inform improvements to the app.

Our Data Analysts team can provide insightful reports by exploiting gathered data and identifying correlations & CX behavioral patterns.

13. Iterate and Improve:

  • Use the feedback received to make iterative improvements to the app.
  • Regularly update and refine your survey based on changing needs and user feedback.

By following these best practices, you can create a more effective in-app survey that provides valuable insights for enhancing your app and user experience.

Contact us to create the perfect in-app survey for your business.

Understanding the Likert Scale: A Powerful Tool for Satisfaction Surveys

Customer Satisfaction: the holy grail for any brand/business that wants to offer high-quality products/services/experiences to its audience. If you’ve been doing some research on how to measure customer satisfaction, you have probably stumbled upon CSAT. Now it’s time you get better acquainted with this metric and discover why it is widely used and trusted.

When it comes to measuring attitudes, opinions, and satisfaction levels, researchers often turn to a versatile and widely used tool—the Likert scale. Named after its creator, Rensis Likert, this scale has become a staple in survey research for its simplicity and effectiveness. In this blog post, we’ll delve into what the Likert scale is and explore the benefits of using it in satisfaction surveys.

What is the Likert Scale?

The Likert scale is a psychometric scale designed to gauge individuals’ attitudes and opinions towards a particular statement or set of statements. It typically consists of a series of items or questions, each accompanied by a range of response options. Respondents are asked to express their level of agreement or disagreement with the provided statements.

The Likert scale involves 5 or 10 response options; some researchers opt for the more nuanced approach by expanding the scale to include 10 response options, which allows for finer distinctions in respondents’ opinions, offering a more detailed picture of their attitudes.

Benefits of Using the Likert Scale in Satisfaction Surveys

1. Quantifiable Data:

The Likert scale provides a structured and quantifiable way to collect data on respondents’ opinions. The numerical values assigned to each response option allow researchers to analyze and interpret the results with statistical methods, making it easier to identify trends and patterns.

2. Ease of Administration:

The Likert scale is straightforward and easy for respondents to understand, reducing the likelihood of confusion and ensuring a higher response rate. Its simplicity makes it accessible across diverse demographics, making it an ideal choice for a wide range of satisfaction surveys. 

3. Versatility:

Whether you are measuring customer satisfaction, employee engagement, or any other subjective experience, the Likert scale can be adapted to suit various contexts. Researchers can customize the scale’s wording and response options to address specific aspects of satisfaction relevant to their study. The 10-point scale, in particular, allows for more nuanced distinctions in respondents’ opinions.

4. Comparative Analysis:

Both the 5-point and 10-point Likert scales enable researchers to conduct comparative analyses, comparing satisfaction levels across different groups, time periods, or other relevant variables. The expanded scale’s additional response options offer a higher level of detail in assessing differences in opinion.

5. Statistical Validity:

Regardless of the number of response options, the Likert scale is well-established in the field of psychometrics, and its statistical properties are widely recognized. Researchers can employ various statistical tests to assess the reliability and validity of survey results, providing a solid foundation for drawing meaningful conclusions.

In conclusion, the Likert scale, whether employing 5 or 10 response options, stands as a reliable and widely adopted tool for measuring satisfaction in surveys. Its simplicity, quantifiability, and versatility make it an invaluable asset for researchers seeking to gain valuable insights into the attitudes and opinions of their target audience. Whether you choose the traditional five-point scale or opt for the extended 10-point version for more nuanced responses, the Likert scale remains a tried-and-true method for capturing the nuanced landscape of subjective experiences.

Should you start sharing Customer Feedback data with your employees?

Distributing data and insights to members of your sales, marketing and product teams will help them come up with strategies and courses of actions that will enhance the consumer-centric nature of your brand, boost engagement and increase loyalty

Well, that’s not a very tricky question now, is it? The answer is a big YES and the main reasons why you should start collecting customer feedback, analyzing and distributing CX data to the various departments of your brand, e-commerce business or organization are presented below.

Reason #1: Customer Feedback is beneficial for your sales, marketing and product departments

 

Distributing data and insights to members of your sales, marketing and product teams will help them come up with strategies and courses of actions that will enhance the consumer-centric nature of your brand, boost engagement and increase loyalty. They will provide them with a window into your customers’ mindset, what makes them tick, what their expectations are and how you can capitalize on them. No wonder marketers identified “optimizing the customer experience” as the most exciting business opportunity in the Annual Digital Trends report by Econsultancy and Adobe.

Reason #2: CX data are great diagnostic tools and can act as problem-solving catalysts

 

CX metrics, such as Customer Effort Score (CES), can provide insights on how easy or difficult it is for customers to complete a transaction/interaction on your website, if they are able to find what they’re looking for or even contact you. IT, UX and after-sales teams can significantly benefit from this kind of information. Paired with results from Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS) surveys, these metrics can paint a pretty coherent picture of the overall level of satisfaction customers derive on every point of their journeys and draw your attention to problematic areas in need of fixing!

 

Reason #3: CX data help you pinpoint and improve your USP 

 

Listening to what your customers have to say about their experience sheds light not only on your weak areas but also on your brand’s strong suits. If you need to cultivate your Unique Selling Proposition and use it to engage with your audience in a way that will prove fruitful, you need to start harnessing the power of CX data. Plus, engaged customers means engaged employees and vice versa, so why miss on the chance to share your data with them and up your customer service game to a whole new level?

 

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    Why is everybody in retail talking about empathy?

    Οne aspect is gaining more and more attention lately: the customer’s emotional connection with a brand. This connection is the result of empathy, a word that keeps coming up often when we talk about successful online retail experiences.

    Empathy is the brand equity of Retail, according to Harvard Business School 

    It is a widely accepted fact that good customer experience is a many-factored game. Price and quality of the product, service level, the effort of purchase, customer expectations and the feeling that comes when a product is delivered or a service is used, are just some of the aspects of what makes or breaks the experience a brand offers at its audience.

    However, there is one aspect that is gaining more and more attention lately: the customer’s emotional connection with a brand. And this connection is the result of empathy, a word that keeps coming up often when we talk about successful online retail experiences.

    Why does empathy matter in Retail?

    First of all, what is empathy?

    The Oxford English Dictionary defines empathy as “the power of projecting one’s personality into (and so fully comprehending) the object of contemplation.”

     

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      If we project a brand’s personality into the object of its contemplation -its customers- then we can say that empathy in the CX world is “all about walking in our customer’s shoes, and understanding and being sensitive to their thoughts, feelings, and experiences. (Source: M4Communications)

      Empathy drives profitability for Retailers

      This understanding and connection to the customer’s mind is the fuel the generates trust, leads to loyalty and drives sales and growth. To illustrate this point, the top 10 companies in the Global Empathy Index 2015 increased in value more than twice as much as the bottom 10, and generated 50% more earnings!

      Increase empathy by collecting customer feedback 

      The message here is that you don’t need to be one of the top 10 companies in the world to master the effects of empathy when communicating with your audience. You only need to learn to not be afraid of customer feedback and set out to discover what motivates your audience, what they expect and how you can be the one to give them a memorable experience!

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        5 proven tactics of managing and meeting Customer Expectations

        The road to success is paved with good intentions and… customer expectations. Customer expectations are the actions or experiences that a customer can anticipate when he gets in touch with a brand. And the brands that care about said expectations and try to meet them in a satisfactory manner are the ones destined to stand out from the crowd.

        The road to success is paved with good intentions and… customer expectations. Customer expectations are the actions or experiences that a customer can anticipate when he gets in touch with a brand. And the brands that care about meeting said expectations from customers and try to meet them in a satisfactory manner are the ones destined to stand out from the crowd.

        Meeting customer expectations is key to business growth, sustainability and profitability. Gathering insights and understanding their expectations in a key step, but acting on these insights is equally crucial for any company that really cares about their customers. 

        How can you manage customer expectations?

        Even though customers can approach your brand with expectations that have been already shaped by their previous experiences -with your brand or others- or their particular need at the moment, there are ways you can anticipate certain of them and even manage to fulfil them.

        1. Measure your customer satisfaction!

        CSAT or Customer Satisfaction Score is a CX metric that showcases how well or how poorly a brand manages to meet customer needs and expectations. By activating a CSAT questionnaire, you can expect to gather valuable insights on the nature of these expectations and the possible bottlenecks that may deter them from being satisfied.

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          2. Maintain consistency through your channels!

          Social media, call centre, e-mail forms… Customers now expect to be able to communicate with your brand via different channels. The majority of them also expect that they won’t need to repeat their personal details, when communication moves from one person/channel to another, but in reality, they find out this a rather unlikely scenario.

          A way to solve this classic “Expectations VS Reality” conundrum is to try to surprise customers by keeping their communication with your brand as consistent as possible. Sure, it won’t happen in a day and it requires effective communication between different departments, but it is definitely worth the effort. Keep in mind that, according to the 2020 Customer Expectations report by Gladly, 86% of customers now expect you to know them as they switch from channel to channel.

          3. Treat your customers as human beings, not numbers!

          Customers want you to know them! More specifically, 79% of them say personalized service is more important than personalized marketing. Despite this, many customer support teams still centre their support around cases instead of customers. The result? Only 36% of consumers feel like a unique individual when engaging with customer service. Judging from these numbers, creating personalized experiences based on your customers’ previous interactions and feedback is not just a trend anymore. It’s a necessity!

          4. Ask for customer feedback!

          How can you know what people expect from your brand if you’ve never asked them? Asking for feedback is a sure-fire way to engage in a conversation with your audience, make them feel known, heard and valued. Start listening to them today by checking out our customer feedback guide.

          5.Engage your social media followers!

          33% of customers that participated in a survey conducted by Statista claimed that they don’t expect any response at all on the complaints they post on brands’ social media accounts. Imagine their surprise when you get to be the one that proves them wrong and start having conversations with your fans and followers.

          Customer engagement and expectation fulfilment in one go! Who said there aren’t any ways to engage your customers without breaking the bank?