People are multidimensional. They are highly expressive in nature. While seeking feedback, often just plain text cannot justify their feedback. Bringing multimedia to the feedback game can change the equation. You will gain more than just plain conclusions. There will be a room to understand their needs, feelings, emotions towards a certain service or experience, their opinion on products to name a few.
In this blog, we will see what is multimedia survey and what are the benefits of including rich media while collecting customer feedback.
What is a media rich survey?
Multimedia or media rich surveys is a robust format of collecting customer feedback. This structure utilizes various media formats, such as images, audio, and video responses. These surveys can provide more vivid feedback and insights compared to traditional surveys. These insights will be based on customer’s emotions and attitudes towards their products or services. With multimedia surveys, businesses can engage customers in a more interactive and enjoyable way while improving response rates.
In 2023, bringing multimedia surveys for your audience should be mandatory and not optional. This will be a massive opportunity to gather customer feedback in a way that helps businesses build on customer retention strategies, polish their customer support team, and prepare the organisation to include best practices for response collection. All of this will determine the overall quality of customer experience (CX).
Benefits of offering a media rich survey to collect customer feedback
There is a lot more to express than mere text. Customers go through a plethora of experiences on different touchpoints. Understanding them thoroughly needs some involvement and upgrading of feedback tools. Here is an overview of the important benefits of keeping a multimedia format to seek respondent insights.
Change your passive customers to active respondents
Having a media rich survey can effectively increase survey participation. Most customers who could shy away from writing a review will now be inclined to provide vivid feedback. All they need is options. Different options will suit the comfort level for various respondents. A busy customer may not be willing to sit and type a testimonial. They could be more inclined to providing an audio format of response since it can be done hands free. As long as we offer a minimal involvement for filling surveys, there will be a greater participation rate.
More the merrier with high response rate
Active participation of multiple respondents will give you a high response rate with genuine responses. People are more likely to finish a survey if it is visually appealing, interesting and interactive. Moreover, multimedia surveys can offer a range of options – from taking pictures to recording videos – which can help businesses collect feedback and understand their customers better. After offering multiple options to share feedback, there will be an inevitable rise in the response rate from this upgrade.
A vivid way to collect customer feedback insights
Candid feedback can come to the dashboard via means of a plain text, a document, multiple images, audio or video format. This will give a human touch to data collection. This is important while catering to customers at different touchpoints. Receiving media rich responses from unhappy customers can help you attend to them sooner and close the customer feedback loop. This augments the entire marketing process and brands can build on this feedback to improve on their products and service offerings for the future.
Enhanced brand perception across touchpoints
By bringing a new feature to the feedback surveys, marketers will indicate that they are indeed serious about collecting customer response and building a better user experience overall. This is one of the best way to increase brand perception across touchpoints. When team members are committed to improving the experience, you can get greater engagement for future survey protocols. All of this additionally will translate to customer loyalty.
Retain the conversational nature of feedback collection
People do not prefer to be intimidated when they are filling a questionnaire. Seeking instant feedback in media rich format is friendly in nature. While keeping the survey exercise friendly across touchpoints and for customers, there will be a higher response rate than a traditional method of feedback collection. Customer surveys have one main aim- to understand pain points, collect customer reviews and understand their level of satisfaction based on the service or product. Conversational format is the new way to go.
New age tools that come with multimedia support for customer feedback surveys
Instant messaging channels such as Whatsapp, Facebook messenger are media rich when it comes to features. Billions of messages are exchanged on these platforms globally. These include audio formats, video and external links, emojis and photos and pdf document support. This makes it easier for brands to integrate multimedia feedback surveys into their messaging platforms. This seamless integration will only improve the chances of gathering insights in real-time. Brands can expect faster response rates as customers can provide feedback on-the-go without having to navigate through multiple pages or apps. With such new age tools, marketers can take customer experience to the next level while staying ahead of the competition.
This also includes using dynamic email format such as amp email surveys. They are compatible with emails and offer multimedia formats to seek responses such as interactive polls, quiz etc. AMP emails also seek feedback by an important metric of net promoter score (NPS), customer satisfaction score (CSAT score), customer effort score (CES) and post purchase surveys. This also includes interactive in-app surveys which offer these metrics to measure overall customer satisfaction without going into an external browser.
Merren is a robust customer insight platform that offers all of the above. With our platform, marketers can build instant and responsive surveys, deploy them via super fast messenger channels including dynamic emails and collect customer insights. All of this is done without the need to have any technical know-how. These tools are easily accessible and can be used with the simple drag and drop feature.
Merren users can also choose from a variety of templates and opt for customization as well. These question formats are also conversational in nature. In case you do not want to manually make any selection, ask our AI Survey Builder to give you a hands-free approach to building a survey.
Post launching of surveys, all data is available and accessible real time. Getting instant data to the dashboard will now be in the reach of every single marketing professional. All media rich data can also be segregated as per filters set.
Is multimedia survey a better choice over traditional survey?
Traditional survey methods have a different use but they may not encourage qualitative feedback in the current era. It mostly comes with a predetermined set of questions sent over outdated or time consuming mediums (browser based type of feedback form, static emails, tele caller surveys).
In contrast, qualitative feedback requires a more open-ended and exploratory approach to data collection, and may require methods such as interviews, focus groups, or open-ended surveys
that allow respondents to provide more detailed and nuanced feedback. These methods can help to capture the richness and complexity of people’s experiences and opinions, and provide valuable insights into customer needs and preferences.
Conclusion
A great way to empower a marketing team is to bring a high response rate to the table. A high response rate will come when there are robust tools at your disposal. Businesses can accumulate various media rich responses on their dashboard and attend to negative feedback immediately. We all can agree that media rich survey results can help us comprehend the product feedback, focus on loyal customers, help with customer success and welcome new customers with enthusiasm. While customers may have the paucity of time to give elaborate feedback, multimedia is the right way to capture their responses. Multimedia surveys have proven to be a popular and effective choice for brands looking to upgrade their customer feedback strategy.
Do you want to upgrade your customer service protocols? Supercharge your business with Merren. Try our 14 day free trial and see it for yourself.
