Don’t Neglect FAQs and Customer Surveys In Your CX
You’ve spent the time ensuring your online processes deliver a solid customer experience.
Your email and IM chat response times are meeting typical customer expectations.
And the personal interactions, over the phone or in person, get good marks from your clientele.
You’ve gone over virtually every other customer touchpoint from follow-up calls to emails, thank you visits and promotional incentives for customers and all of your outreach efforts are there.
Is there anything else you’re neglecting?
Chances are quite good that two of the most vital components are overlooked.
Your FAQs and your Customer Surveys.
Why are these important and so often neglected? It’s because there are the most passive customer touchpoints. The fact that they don’t require anyone reaching out means they are vulnerable to being overlooked to ensure they deliver a great customer experience.
FAQs and surveys typically offer those customers who don’t want to interact with anyone a more passive method to get information or pass information on.
If you look over many companies websites, their FAQs don’t touch on the most pertinent questions a customer might have. Questions on product returns, shipping address changes and warranty information are left out of the queries. This leaves customers having to go to the method they don’t want – a live person (whether by phone or by chat) or slower email responses – to get what should be easily accessed information.
FAQs go beyond the acronym-ed “Frequently Asked Questions’ and should be thought of as a help guide for any potential customer inquiry. FAQs cannot answer all questions, but by going through the categories of questions a customer – satisfied, unsatisfied or inquisitive – could potentially ask, you can tee up the majority of inquiries and defer other questions in those buckets to an email, chat, or survey.
Speaking of surveys, many CX pitfalls occur here as well.
Survey tend to fall into two categories: tell the company how they did based on the questions that were asked, or tell the company about your experience based on the questions that were asked.
Unfortunately many surveys ask questions that aren’t truly helpful to a customer.
For instance, a recent survey from a retail chain that had a reputation for poor levels of customer service had just five questions. Those questions had a 1 through 5 ranking (1 being agree/very satisfied and 5 being disagree/unsatisfied). Those questions were based on the company’s metrics they wanted to score well on. What was missing were any questions on customer service. This survey was an opportunity for customers to give input on their experience, and many of them felt boxed in and couldn’t provide any real feedback on their recent visit. Because they weren’t able to give that input, a number of them took their business to a competitor.
Your surveys and FAQs are those final pieces of the CX puzzle that will enable those customers to get and give information. It’s only with an ease of open exchange that the trust factor that builds a great brand through customer experience can take a solid foundation to grow your clientele.
Take the time to answer your surveys and read your FAQs through many different customer viewpoints. The opportunities you may find there will help your customers remain loyal to you.