Customer acquisition is expensive. It is said that it is six times more expensive to win a new customer than to retain an old one. As a result, companies are constantly searching for ways to improve customer loyalty and retention. Businesses that focus on consumer retention are more likely to succeed in the long run. One effective method is by building a multi-channel customer satisfaction engine. In this blog, we will discuss the meaning of multichannel surveys and mediums that are a part of multi-channel surveys. We will also share effective implementation strategies.
What is a Survey Distribution?
Survey distribution is the method of sending feedback surveys via multiple mediums where your potential respondents are present. The main aim is to collect their response regarding a certain campaign- customer satisfaction, product development or to gather demographic information. You can distribute surveys via multiple interactive online mediums or social media.
Importance of using multiple channels for survey distribution
- People are active on multiple platforms, sometimes at the same time. This can help brands connect with their customers, in-the-moment effectively.
- It can bring a high response rate alternative to traditional feedback methods (example paper based forms or external browser based links).
- It can capture the new age audience of millennials and Gen Z who are more tech savvy. They spend most of their time on various social media profiles.
- It can help brands understand what people are looking for across platforms.
- Multichannels surveys are real time in features. It can help you get responses without a lag in the data collection process.
How to Choose the Right Survey Distribution Method?
There are important considerations to undertake before sharing surveys with your audience. Here are some of the considerations.
1. Understand the target audience:
The method you choose should align with how your audience prefers to communicate. For instance, younger audiences may respond better to social media surveys or mobile apps. Older demographics might prefer dynamic email or phone surveys. If you want instant response rate after a transaction, messenger based surveys are highly successful.
2. Survey length and complexity:
The length and complexity of your survey will also influence the distribution method. Longer, more complex surveys are better suited for email or web-based formats. An example of a longer survey includes detailed research on a product usage.Shorter surveys are easy on the respondents. Here you can use SMS, WhatsApp or Facebook Messenger surveys.
3. Budget and resources:
Different survey methods come with varying costs. SMS and mobile surveys may require specific tools and software. This method is relatively inexpensive if you’re using an existing mailing list. Physical surveys, like paper-based forms, can be more costly due to printing and distribution expenses. Consider your budget and available resources to determine the right method.
4. Reach and scalability:
Consider the scalability and the distribution method. If you need to reach a large, geographically dispersed audience, online methods like dynamic emails or social media surveys are ideal. These methods allow for mass distribution with minimal effort. In contrast, phone or in-person surveys are less scalable due to the time and labor involved.
5. Response rate expectations:
Some survey methods offer a higher response rate than others. Distributing surveys through channels that your audience frequently uses, like WhatsApp, Facebook messenger or SMS, may result in higher engagement. WhatsApp has an open rate of 98% while emails have a 16% to 30% open rate.Choose a method that aligns with your desired response rate.
Types of Survey Distribution Methods
Multi channels surveys are real time in features. They are robust with user activity. Here are highly recommended multi channel surveys you should use from 2024 onward.
WhatsApp and Facebook messenger surveys
WhatsApp Forms and Facebook messenger surveys are interactive in feature. Millions of people globally use these apps to communicate. It makes sense to use popular messenger tools to get quick feedback from your customers. Statistics mentions that there are 194 million users of Facebook messenger as of July 2024.
Dynamic email surveys
Dynamic emails use Google’s AMP features to create interactive elements within the email body. This avoids taking users into an external browser (that is a friction point anyway!). Merren uses dynamic email surveys to get responses from people across any platform- be it your phone or your desktop. The surveys offer a ‘few clicks only’ response option. Here you get a high response rate and a high survey engagement rate.
In-app surveys
In-app surveys are short and crisp that collect both closed-ended and an open ended response. It usually contains one closed ended question with an open ended question that asks the people, the reason for rating. In-app surveys are highly useful across mobile applications. It is usually launched after a certain transaction or an interaction with a support rep within the app.
SMS surveys
SMS surveys offer high open rates and are easily accessible to customers via their mobile devices. This allows businesses to quickly identify areas for improvement and take action to address any issues, improving overall customer satisfaction. However, keep SMS surveys short and straightforward, with clear questions that are easy to understand, to ensure high response rates.
Chatbot surveys
Chatbot surveys can collect massive amounts of information from people. It has the ability to work round the clock without manual intervention. CX professionals can schedule surveys on their websites hassle free with Merren tools. Chatbots have the ability to mimic human interactions making the experience less robotic.
Conclusion
Multichannel surveys play a crucial role in building brand loyalty and improving customer retention. By implementing multi channel surveys, you can gain valuable insights into customer experience and satisfaction across various touchpoints. This data can be used to make improvements and personalized interactions with customers, ultimately leading to increased brand advocacy and customer loyalty. Don’t miss out on the opportunity to improve your customer satisfaction engine. Sign up for a 14 day free trial and empower your customer service agents today!
