Customer Experience Management Pre & Post Launch: How To

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Contrary to the popular belief, gathering feedback and Customer Experience management can start as early as you think of an idea for your business. Moreover, it actually helps to know what needs your audience has, and if your vision finds its users. More on how you can implement customer experience (CX) surveys along the way in this article. 

 Customer Experience at The Pre-Launch Stage

As we mentioned, your customer experience journey can start at the pre-launch stage. After you have researched the market, determined your target audience, and developed a concept you can move on to check if it will be viable.

Product or Service Development Survey (Concept Testing)

A customer satisfaction survey is used to gauge customer response to a new product before launching.

This one is a bit harder to prepare since you will have to give your customers a glimpse of the products somehow, and then collect their feedback with questions like What is the overall impression and Would you buy such a product? It’s good practice to sprinkle in some open-ended questions to receive a more detailed opinion.

The benefits: first of all, you can learn if the audience needs your product and if it fixes the problem they have. If you see overwhelmingly bad feedback, you can re-think your idea, or wrap it up completely. And thus, save a ton of money. 

As a bonus point, customer loyalty also increases. As human beings, psychologically, people like to be involved in something. By letting them glimpse the product before the world sees it, you let your customer feel included in a small circle of the chosen ones. They can influence the development of something new – how can they move on from it later on? 

Customer Experience at The Posy Launch Stage

Your product/service is out in the world – congratulations! Time to move to the next stage: making sure your customers are happy using it. 

Customer Effort Score (CES)

Used to measure how much effort it took a customer to interact with services/products/customer support, etc.

The way to approach such surveys would be to ask How easy it was for you to resolve your issue with our help, or any similar wording. 

The easier the experience, the more likely it is that the user comes back and uses the service again. With this survey, you can detect what points in the customer lifecycle are not going smoothly, and what you need to do to fix it.

Net Promoter Score (NPS)

A survey that is used to measure customer loyalty. The question that is usually asked with such a survey is how likely are you to recommend our company/product/service to a friend or colleague? The customers can pick on a scale from one to ten. 

NPS surveys are usually taken to check satisfaction and customer loyalty, and compare how their customers feel about their service, in comparison with the competitors. 

Post-Purchase Surveys

A survey that is used to get feedback on a particular experience. It is longer than the ones we previously mentioned and is usually sent out by link, or email. 

Post-purchase surveys are taken after the customer has made a purchase or tried a product. The questions of such a survey can be both open-ended, and close-ended with a “Strongly Disagree” to “Strongly Agree” type scale.

This survey offers a much closer look at a specific aspect, customers can explain further and offer their own opinion on how something can be improved. It is an incredible source of feedback, a Voice of customers that can help resolve real issues.

Customer Experience after the Customer left

Sometimes customers leave and switch to your competitors. It’s sad, but also an opportunity to learn what you’re doing wrong, and how that specific competitor is better. Grasp that chance, and if you see that the customer is no longer using your services, try sending out a small survey. Tell them that you are thriving to provide a better service, and ask what made them quit using your services.

Now I know, what’s next?

Enable ongoing data collection: opinions, likes, and needs change, and you need to learn about those changes quickly.

Follow up with customers that are neither excited nor unhappy about your service: proactively improve their experience before it is too late.

Track, and analyze your survey results: see customer feedback change as changes are made to the product.

Do the changes: do not gather information, and let it go to nothing. Your customers will quickly see that whatever they say is not taken seriously, and it will hinder your reputation and loyalty.

Do not overwhelm: remember that every survey takes time to complete, and if the customer provides their feedback – they are willing to dedicate those minutes to you. Do not overstay your welcome, and bombard the customers with surveys every time they move their mouse. It will be counterproductive and will drive away any CX data you might have gathered.

Find a good software: Customer Experience software like Checker, will allow you to align your CX campaign with your needs. You can run multiple surveys and gather data from multiple channels at once, continuously. The platform will gather all data into adjustable graphs, and make the analyzing process a lot easier.