If reviews are feedback left on third-party sites, consider surveys as first-party feedback.
The Surveys 3.0 tab allows you to build and send tailored customer surveys to assess performance (NPS ) and uncover hidden service issues, before bad reviews affect your ratings.
Beyond simple surveys, your Customer Success Manager (CSM) should assist you with the survey setup process. This process consists of the following main steps:
- Survey Design
- Email Template (if managed through the platform)
Before you consider the design of the survey, you must decide how your customers will access the survey. There are two methodologies for survey delivery:
|Outside the platform||Obtain a direct link to the survey to display within or send from your own systems (Facebook, website, email, etc.). This option is beneficial if you already have a fully managed customer email infrastructure in place.
However, this option requires additional configuration for automating follow-up requests, tracking open and click-thru rates, mapping location codes, and other considerations.
|Inside the platform||Send automated surveys via email or SMS through the platform using a request template (see #2 below). This preferred option is beneficial for streamlining the entire survey process because all data resides within one system.
Additionally, sending from the platform allows you to embed an initial survey question into the body of the message, such as an NPS or star rating, to leverage immediate pathing based on the response (e.g., Positive Flow vs. Negative flow).
2. Survey Design
The survey builder allows you to specify the styling, pages, and questions that make up a survey. You can also specify pathing and visibility; configure custom scoring; and specify which questions to use for overall rating, NPS, and comments. Although your CSM can assist you with this process, the survey builder gives you the tools you need to perform much of the design yourself!
3. Request Template
If you choose to send surveys via email/SMS through the platform, your CSM will help you configure the request template. Some important considerations for the template include:
|Type||Should the survey invitation be sent via SMS or email? Although SMS supports a more conversational style, email templates provide more design flexibility.|
|Recipients||Configure an automated integration with your CRM or external system, which uses real-time data via API or transactional data via CSV over SFTP.|
|Segmentation||Determine whether the template applies at the tenant (all locations) or location level (unique per location).|
|Design Elements||Depending on the template type, specify a logo, header content, and footer text that is consistent with your brand.|
|Body||Compose the introduction, apply custom variables to personalize the email, and determine whether to use an initial survey question in the message to initiate positive/negative flow.|
Request templates require respondent Email and Name questions in the survey (can be hidden from view). These questions pass identifying information necessary for delivery and responses.
Survey results are viewable in multiple areas of the platform.
- Surveys tab – Provides summary and detail data for all surveys associated with the locations for which you have access. View ratings and NPS over time, view completed surveys, and respond to survey submissions. This tab is often provided to users who need to see results but who do not participate in the survey design.
- Surveys 3.0 tab – Provides summary, score, and detail data broken down by survey. View ratings/NPS by time and by location, and view results broken down by question.
- Operations tab – View responses grouped into themes, category, and sentiment in order to identify strengths and areas to improve.
- Reports tab – Run or schedule related reports or export survey results.