Think about this- humans are dynamic and highly expressive in nature. When you seek feedback from your customers, you know that plain text based feedback may not do the justice. To combat this one dimensional issue, enrich your customer feedback surveys with a multimedia facility. Empower your customers to share their feedback via audio, video or voice notes. In this blog, we will understand what are multimedia responses in a survey. We will discuss platforms that seek media rich feedback and how to upgrade your customer surveys.

What are Multimedia Responses in Surveys?

Multimedia responses utilize various forms of media such as audio, video, voice notes or external pdf files/attachments. These responses go beyond text-based feedback, allowing customers to express their thoughts in a more engaging and interactive way. There may be nuances and emotions that may not be fully conveyed through written feedback alone. To solve this gap, multimedia responses provide a more comprehensive understanding of customer experiences and opinions. Analyzing these responses using NLP techniques can uncover valuable insights of a customer’s needs and pain points. This is the reason why a thorough sentiment analysis is a useful CX tool to capture frustration metrics. A CX tool that seeks feedback using more than just text is a useful tool for the current market needs.

Different types of multimedia responses

In customer feedback surveys, there are various types of multimedia responses that are engaging and interactive. Here are the different types :

• Digital diaries: This involves recording video of a a product that is in use. The video will depict the customer experience of using that product throughout its usage lifespan. People share their experiences in their own words and often share these clips on social media or share it with the respective brand.
• Voice messages: Marketers can seek voice message responses to gauge a person’s sentiments, capture their frustration points and close the feedback loop for unhappy customers.
• Screen recordings: Screen recordings are helpful when you want to demonstrate your experience of a certain product usage. This is most helpful for SaaS companies. Screen recordings can identify glitch points and gauge the overall experience of a customer using the software.
• Photos: Photos are a great way to see the world from the lens of your customers. When your customers purchase a new phone, they will dabble around with the lens and share new visual feedback with the brand. Photos are a visually appealing way to understand how a customer could feel about a product.

When you offer these diverse options, businesses can gather richer insights and create a more comprehensive understanding of customer experiences. These different types of mult-imedia responses empower respondents to express themselves and contribute to a more customer-centric feedback process.

Why are Multimedia Responses Essential in Customer Feedback Surveys?

Multimedia responses capture non-verbal cues and visual details, allowing for a deeper understanding of customer sentiment. This is a good way to gauge the responses from your target audience. A mix of both qualitative insights and quantitative data is required to complete the way you collect customer feedback. Here is how a media rich satisfaction survey can enhance your feedback game:

Enhancing the quality of feedback:

Incorporating multimedia responses in customer feedback surveys can significantly enhance the quality of feedback. The visual elements present in mult-imedia responses enable customers to convey complex information more effectively, resulting in a more comprehensive and well-rounded view of the customer experience. Moreover, analyzing multimedia responses using NLP techniques can identify patterns and trends in customer sentiment, providing valuable insights for decision-making.

Engaging experience for customers:

To create an engaging experience for customers, incorporating multimedia responses in customer feedback surveys is key. These responses make the feedback process interactive and enjoyable, allowing customers to express themselves creatively. This personalized and unique survey experience shows that organizations value and appreciate their input. Furthermore, multimedia responses create a sense of fun and novelty, encouraging customers to provide feedback more frequently.

Customer satisfaction surveys are interactive:

The one way to make an interesting NPS survey is to seek for an open ended response from your respondent. A one sentence question can determine customer loyalty. An open ended response section will give you the “why” behind the ratings. Media rich responses can make your customer survey questions more interesting.

How to Implement Multimedia Responses in Customer Feedback Surveys?

Merren empowers organisations to implement multimedia responses in customer feedback surveys. Clearly communicate to customers the types of mult-imedia they can use and provide guidelines for creating effective content. Ensure a user-friendly survey interface and consider offering incentives for participation.

WhatsApp Surveys and Facebook Messenger Surveys:

Messenger based applications are a standard way of collecting media rich responses from your user base. People can share product feedback, testimonials, answer customer feedback questions and share multi-media responses easily. WhatsApp messenger and Facebook messenger surveys are a small tool for the modern day marketers. These messenger tools are robust to handle complex data round the clock. With billions of message exchange round the clock, businesses must look into this potential survey tool to gather actionable insights.

AMP emails and embedded email surveys:

AMP is known as an accelerated mobile page developed by Google. The AMP email facility prevents people going into an external browser to answer customer feedback questionnaires. This dynamic way of bringing feedback can prevent survey dropout rates and increase completion rate to a large extent. Marketers can curate satisfaction survey questions, CSAT score surveys and share it via AMP emails. This is the new age way of increasing your response rate.

Embedded email surveys are short surveys that consist of a single question. The embedded email surveys can seek post purchase customer experience especially from an ecommerce website. The email directly reaches your inbox where the buyer can share their inmoment response over the mailer. Similarly, email signature surveys are embedded at the bottom of the email. It can consist of a small rating scale and it requires only one click from their readers/ respondents. You can also seek feedback over a customer effort score scale immediately after a conversation with the customer service team.

Website chatbot surveys:

Chatbots are powered by artificial intelligence and are usually a robust way to collect insights from a large number of respondents. Chatbots are available round the clock and offer instant responses to the customer support team in the background. Similarly, a live chat bot asks users to share feedback over a simple question after a transaction or post purchase. This includes net promoter score, customer effort score, or asking for a quick product review. Chatbots are an efficient way to gather a customer’s experience round the clock when a human might not always be available at odd hours.

Evaluating the impact of multimedia responses on surveys

Analyzing NLP data extracted from multimedia responses can provide valuable insights into customer sentiment and preferences. By comparing response rates and feedback quality with and without multimedia responses, organizations can evaluate the effectiveness of incorporating multimedia in feedback surveys. Conducting customer satisfaction surveys allows businesses to gauge the overall impact of multimedia responses on customer experience. Using Merren, marketing professionals can create their own WhatsApp survey or build a Facebook messenger survey in less than 5 minutes. These messenger based apps are robust to collect feedback responses in audio, video, voice notes, photos and pdf files.

Additionally, there are robust AI tools that can analyze complex human emotions and segregate it as per urgency and intent. However, despite an efficient technology you might still need a manual intervention to view a lot of the open ended feedback. Real time insights are a great way to gauge positive responses and segregate negative reviews to prevent a dent on your online reputation. Multimedia responses alongside a swift AI analysis of every survey response can go hand in hand to improve customer retention rates.

What are the common challenges in using multimedia responses and how to overcome them?

To ensure compatibility, multimedia responses must be compatible across devices and operating systems. Managing storage and bandwidth is crucial for handling large volumes of data. Privacy concerns can be addressed by implementing secure storage and data protection measures. Developing efficient algorithms and NLP models helps analyze and extract insights from multimedia data. Providing clear instructions and guidelines to customers ensures effective multimedia responses. Additionally, utilize the feature of multilingual surveys to make the questionnaires more relatable for your respondents.

Conclusion

To implement multimedia responses in your customer feedback surveys, consider using Merren that supports different media formats. Ensure that the survey design is visually appealing and intuitive to encourage maximum participation. Regularly evaluate the impact of multimedia responses on your feedback collection process to gauge its effectiveness and make necessary improvements.

By embracing the advantages of multimedia responses, you can gain deeper insights into your customers’ experiences and preferences, ultimately leading to improved products and services.

Ready to supercharge the way you collect customer feedback data? Sign up for a 14 day free trial with Merren and get started today. You do not need any coding experience for using our software and tools. Additionally, if you are looking for a free and instant online survey market, try our AI survey builder. Create a free customer satisfaction survey template in a few clicks and your customer satisfaction survey is ready for you. You can view the details over the dashboard and customize it as per your market research goals.