One of the most important ways to comprehend customer needs is to track their purchase and decision making at every stage of the customer journey. Curating a customer journey map can empower businesses to detect detractors, roadblocks, track every customer interactions and gradually scale.
Customer journey mapping is an integral part of capturing your customer’s journey with the organization. This involves understanding their behaviours and preferences, walking them through the onboarding process, helping them have a seamless experience and capturing their feedback as an ongoing process. In this blog, we will walk you through the process of building your own surveys and capturing feedback from your audience at certain touch points. It is time to equip your customer support team and boost customer loyalty across timelines.
What is customer journey mapping and why is it important?
Customer journey mapping is the process of visually representing a customer’s experience with a brand across all touchpoints. It helps businesses understand their customers’ needs, pain points, and preferences, allowing them to optimize the customer experience and increase customer satisfaction and loyalty.
How to Get Started
When you sign up as a client on the Merren platform, you can get a complete overview of the dashboard. We also offer a 14 day free trial where you can use most of Merren’s features before offering a financial commitment.
The first step to undertake is to create a survey from scratch. The survey will depend on the type of customer feedback you want to collect at a certain touchpoints. When you click on ‘create a survey’, you can choose the type of feedback form you want to create from the drop down options. Let us say we are looking for product feedback from a certain brand. The product feedback leads us to the customer satisfaction survey templates.
You can now choose from a survey template or create a template from scratch. We recommend that you choose a survey template since all our templates are predesigned and pre tested to bring a high response rate.
Customer Satisfaction Survey for Recent Buyers
Customer satisfaction metrics such as net promoter score NPS , CSAT or the customer satisfaction score and CES or the customer effort score are universally applied. Using these metrics, the customer service team members can differentiate promoters from unhappy customers and close the feedback loop. The only caveat is that these metrics are to be launched at the right time and at very specific customer touchpoints (post purchase or after problem resolution).
The main purpose of this survey is to understand the customer satisfaction metrics of recent buyers. Under this metric, there are pre made templates that you can edit and use as per business objectives. You can choose to upload or add your own set of questions.
The product satisfaction questionnaire will contain a set of 12 questions. Using the preview button, you can view how each question might appear on the screen. However, towards the end of the survey design, you can also demo test this customer feedback form.
Building your own questionnaire
Merren offers pre-tested customer journey map templates that need no-code at all. Clients can customize the templates as per their business goals and target persona. These templates are simple to use and easily accessible on the dashboard throughout the journey mapping campaigns.
The respondent response rate depends on the medium but also the conversational format of the questionnaires. Using Merren, clients can use pre-developed questions and utilise the features for editing existing questions, creating additional questions, and opt for survey translation into different languages. Clients can use survey branching logic, multiple choice options, likert scale and demographic based questions to understand your respondents better. Opting to pose a demographic based question towards the initial part of the feedback form, can help you gauge your user base for a more detailed analysis. This will also determine if your product is used among your preferred target audience or if there is an untapped potential waiting to be explored.
While building a questionnaire, clients can also include an option to seek multimedia type of feedback. Multimedia feedback includes audio, video, photo format of responses. This makes the survey media rich and you can collect a more vivid, open-ended insight. With the help of Merren’s facilities, the Whatsapp survey feature makes for a robust tool that can collect audio visual format of responses.
Demo testing the product satisfaction form
Instantly create a Whatsapp link that can be tested on any cellular device. It will be shared as via an interactive Whatsapp survey as seen below:
When you are satisfied with the demo test, you can publish the survey that can now be connected to the touchpoint.
This entire procedure is UX friendly and compatible across android or iOS platforms. Before you launch any questionnaire to your potential customers, make sure you have clear objectives for your mapping campaign.
Touchpoint Creation for Mapping the Customer Journey
Customer journey mapping is the process of understanding the user experience throughout the journey of a consumer. A customer interacts with the brand on multiple different platforms. To understand if a product meets the needs of a patron, it is imperative to capture their in-moment insights. This will help us gauge pain-points in the initial stages and address them at the earliest. The only way to address negative feedback is to equip the support team with the necessary evidence.
Using Merren, it is time to start creating a touchpoint. You can add a new touchpoint and link it to the existing published survey. In this scenario, we created a product satisfaction survey that will be deployed via Whatsapp.
Select survey implies that you had created a survey prior to integrating it with a touchpoint. It is important to create a survey before we create a touch point. Here, the wait time implies that the selected survey on product satisfaction will get deployed for a user after a particular hour (it could be 10 hours or after 24 hours post purchase.). Post purchase surveys are crucial when it comes to collecting important user data before any friction point aggravates to a negative word-of-mouth or translates to an unhappy customer. We recommend giving it ample space depending on the goal of the survey.
If we are looking at a customer satisfaction score or a CES metric after an interaction, this will require an in-moment feedback system where the experience of an interaction will be fresh in the mind of the buyer or prospect. Note that different products will have different usage lifecycles. For FMCG items, a small window will also be a feasible to gather experience based feedback.
Integrating with Zapier – trigger and action
Our Zapier integration allows clients to connect the survey data to trigger the survey as per the action assigned. Using this integration, you can automate the entire survey process with manual intervention.
While launching a survey, there are four aspects of a touchpoint
Triggers
Trigger implies that the feedback collection process was deployed automatically after it met a certain criteria set during the Zapier integration. The survey is now available to the respondents who can answer it via their devices. The ‘trigger’ will take a count of the number of times a Whatsapp survey was started.
Initiated
Initiated implies that active respondents who have received their survey will now participate in the feedback collection process. When respondents start the survey, it goes towards the ‘initiated’ count rate.
Completed
This implies that all surveys that were deployed are completed by the respondents. You will now have data collected on your dashboard for in-depth analysis. All data collected via completed surveys will be segregated based on filters and demographics.
However, feedback forms that are left abandoned will not show up on the table. The number of initiated and triggered surveys will not be equal to the number of completed surveys. Completed Whatsapp surveys are those where the respondents will have finished participating in the entire feedback collection process.
Terminated
While curating questionnaires from templates, there are certain data points that may not be required by the brand. The client can assign branching logic and choose to terminate a survey based on certain criteria. Example, you may seek responses from audiences who are 18 years of age and above. When the chat window detects an underage participant, the survey will be terminated.
Data analysis and reporting
Data from every completed feedback form will be available on the dashboard. Merren also facilitates real time feedback reporting that gets updated by the hour.
You can streamline data as per specific filters and compare one question to the other. Marketers can understand more about quantitative data, open ended responses via word cloud and download all multimedia responses too. Merren as a platform is a well equipped platform to handle all kinds of data collection. Seamlessly deploy feedback forms via email surveys, on social media apps, WhatsApp and Facebook messenger surveys and website chat bots. Capture detractors, happy customers and offer a seamless customer experience at different points of a customer journey.
Conclusion
Merren is a robust CX platform that can revamp your ability to collect data at every stage of the journey. If you are looking to build an overall positive customer experience for your patrons, deploy omnichannel surveys and get a high response rate. Our survey mediums adhere to privacy policies and always take consent before seeking responses.
Merren also has the AI Survey Builder that can automatically create a survey for you without any manual errors. Sign up for our 14 day free trial today and explore the possibilities of capturing fast customer feedback today.
