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Voice of the Customer

5 Reasons Why You Should Use Multiple Voice of the Customer Surveys

by Philippe Aussant, on Mar 1, 2017

#1 rule when running a Voice of the Customer (VoC) program: Be curious. 

You’ll often have a laundry list of items for which you want to get your visitors’ feedback so you can optimize your website’s performance.  And that’s a good thing; the more curious you are about your visitors’ website experience, the more you will get out of your digital Voice of the Customer (VoC) program.

Once you know your research goals, you then need to figure out where, when and how you’re going to collect your visitors’ feedback. 

When launching a digital VoC program for the first time on your website, taking a broad approach to your research, like using a single survey to collect feedback, allows you to get a feel of your visitors’ overall website experience, why they are on your website and if they are successful in doing what they want to do. 

As you start analyzing your data, you will uncover trends in your visitors’ feedback that you want to better understand.  Whether you are seeing an increase in those coming to make a purchase and not completing their task, or a drop in satisfaction for your Product Configurator tool, you might consider expanding the length of your survey to look further into these items, and use Skip Logic and Branching so your respondents are only shown questions relevant to them.

Alternatively, at this stage of your digital VoC program, you can also consider converting to a targeted research approach where you use multiple surveys to tackle your different research goals.  Specifically, running multiple surveys simultaneously in the following manner:

  • 1 core survey to measure key business KPIs like your visitors’ Overall Experience and Task Completion rate, and identify new trends in your visitors’ intent and profiles.
  • Multiple, more focused surveys with which you can tackle specific research goals, and dig deeper into any new trends that you identified with your core survey.

In this post, we examine 5 benefits of taking this targeted research approach so you can get the most out of your digital VoC program.


1.More flexibility in how you engage your visitors

The way you engage your visitors significantly impacts the type of feedback you will collect, and each engagement method has its own advantages.  Check out this article for more details on these different invitation approaches.

Voice of the Customer survey Methods

Quick summary: An active invitation approach lets you get a representative view of how your visitors feel about certain aspects of your website, and is the best approach when first starting out with your digital VoC program so you can get a general feel of your visitors’ website experience.  As your research progresses and you look to get more tactical, you can consider other ways to engage your visitors.  For example, a passive invitation approach is ideal when you want to keep an ear out for Customer Relationship Management-related issues or provide a medium through which you can let your visitors vent, as opposed to doing so through social media.  Even further, when you want to engage a group of visitors about a specific topic (such as the checkout process on your website), taking a Triggered approach makes sure the feedback you collect is relevant and comes only from qualified visitors. 

Depending on your research goals, using multiple surveys in your VoC program allows you to engage with your visitors in ways that not only best fit the context of their session, but also makes sure that the type of data you collect is in line with your current research goals.


2. Easier to keep your research fresh

Your business and research goals today might change a few months from now.  After launching a digital VoC program, you should revisit it regularly to make sure you keep collecting feedback relevant to your current goals. This prevents your research from becoming stale, and helps make sure you get the most out of your digital VoC program. 

When analyzing your data, you might find a new trend in which you want to dig deeper, like the examples mentioned at the beginning of this post. A targeted research approach lets you dedicate a survey specifically to investigate these trends, which you can easily activate or deactivate whenever you’ve collected the data you needed. 

As well, there may be certain questions in your existing research that no longer bring you much value.  Updating larger comprehensive surveys can often require a considerable amount of testing to make sure the questions are being shown properly and to the right respondents (if you programmed skip logic in your survey).  On the other hand, a targeted research approach typically involves managing smaller surveys, so it can help shed some of the required testing time. 


3. More flexibility for your internal stakeholders

The topics covered in your research will be relevant to many stakeholders within your company.  As your VoC program progresses, these stakeholders will want to dig deeper into your website visitors’ experience to gather more and more insights that they can leverage to improve your customers’ online and offline experiences.

One way to avoid expanding the length of your survey too much is by splitting up your research into multiple surveys, where each individual survey can be used to benefit a specific group of stakeholders.  For example, if you are managing a hotel website, you can use one survey to gather feedback specific to your booking engine to benefit your User Experience team, and use a different survey to gather feedback about their “My Account” experience to benefit your Customer Service team. 

This approach can help keep the size of your surveys down, while also providing each group of internal stakeholders with more flexibility for when they want to dig deeper into your visitors’ website experience without needing to worry as much about survey length. 


4. Get specific with who you invite

When you want feedback about a specific aspect of your website, you’ll want to target those who actually experienced it first-hand during their session.  For example, when you want to address shopping cart abandonment on your website, the most valuable feedback will come from those who actually used the shopping cart on your website and chose not to complete the checkout process. 

Using different surveys to tackle individual research goals provides you the flexibility to program invitation triggers with specific criteria so you can target only the visitors who are best qualified to provide feedback on the research goals you want to cover.


5. Offer an optimal survey experience to your visitors

Last, but certainly not least, you want your visitors to have a positive experience when prompted for their feedback. They are volunteering to take time out of their day to help you improve your website, so you should pay them back in kind by making sure that their time is well spent. 

Your digital VoC program should be treated like an extension of your brand, and a client-facing member of your team. When reaching out to your visitors, you want to get the most valuable insights in the shortest amount of time.  This can mean only asking visitors questions that are reflective of their website experience, and that you would benefit from knowing. Taking a targeted approach with your digital VoC program can help you reach this level of effectiveness with your research and offer an optimal survey experience to your visitors at the same time, which can lead to better collection rates compared to using a broad research approach.


Both you and your visitors should benefit from your digital VoC program

As your digital VoC program progresses, you need to find the right mix to your research so you can continuously collect insights that are pertinent to your current business goals, as well as keep your finger on the pulse to identify new trends in your visitors’ website experience.  

A first-class VoC solution provider should provide you the flexibility to take a broad or targeted approach with your digital VoC program, and allow you to leverage multiple engagement methods to help you collect the type of feedback you need based on your current business needs, and offer a positive survey experience for your website visitors at the same time.  As well, to make sure you get the most out of your digital VoC program, your VoC solution provider should offer a full-service solution where you can get expert support to handle the entire process of launching, implementing and managing your digital VoC program.


Image source: Pixabay

Philippe Aussant
Philippe Aussant

Philippe Aussant is a marketing professional with over 10 years of experience in content marketing, data analysis, account management and product support. As Content Manager, Philippe is responsible for generating and managing iperceptions marketing content assets, including the iperceptions blog.

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