I love surveys (in fact, I have a pin on my laptop bag that says as much!). As a market researcher by trade, surveys are - unsurprisingly - one of my most used and most treasured tools for answering business questions, generating insights and getting a read on the health of our business. By my count, my team at Khoros has run at least a dozen surveys in the last 18 months. And I’m not the only team running surveys; our Voice of Customer team pings our customers for NPS feedback, our Support team sends surveys after tickets are resolved, our Product team sends surveys to get feedback on new capabilities… and the list goes on.
Which is precisely why it felt a little awkward when I suggested we run a (you guessed it) survey to uncover the dark, ugly truth about what people think of surveys and how honest they really are when responding to them. The research industry has been abuzz about survey fatigue for over a decade, so I knew going into this that the feedback would be worrisome. And I was right. Consider just a few of the following stats:
People get a lot of surveys but respond to few: 86% of consumers have received at least one request for survey feedback, but only 7% respond to all of them
Survey takers might not always be honest: 23% say they speed through surveys haphazardly just to get the prize, and 35% have been coached by an employee to give a positive rating on a survey they’re about to receive
Consumers don’t like your surveys, so they abandon ship mid-way: 57% of consumers have abandoned a survey before finishing, with 73% saying it was too long.
Now, it wasn’t all doom and gloom. The majority of consumers (64%) say they appreciate when a brand seeks out their feedback or opinion in a survey - even if they don’t end up responding. And 79% of consumers genuinely feel like the feedback they give in surveys is helpful to brands. So don’t put a halt to sending out surveys just yet. Instead, work to do two things: Improve your current survey program (make ‘em shorter!), and stop relying on surveys alone to tell you how your customers really feel about their experiences with you.
Why look beyond just surveys? Nearly half (47%) of consumers say the things they tell a brand or company during their interactions with their employees is so much more meaningful than anything they can tell them in a survey. And 76% think a brand should care about their overall experience with them, not just their feedback on a single interaction or purchase. Your customers are voicing their opinions everywhere - in their chat exchanges, on the phone with your contact center, in the reviews they write, in the comments they leave on social - and so many more places. If you’re not listening to that feedback, and relying only on the small sliver of feedback you get in surveys, you’re never going to fully understand what the landscape of your customer experience looks like.
To read more about what we heard in our survey about surveys, and to get some tips for how to make your feedback program more effective beyond just surveys, head on over to the Khoros blog to read our full article. And of course, feel free to ping me directly if you need advice on how to improve surveys or want to chat about how our CX Insights solution can help broaden your understanding of your customers’ experiences.
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Forrester has predicted that 2018 will be “The Year of Reckoning” for customer experience, and there is a lot happening to support that theory. According to their report, this is the year customer expectations will outpace companies’ ability to evolve or invent experiences; CEOs will experience more intense pressure to transform digital to save on operational costs; and artificial intelligence, algorithms, and intelligent agents will continue to shift and evolve the customer experience. And finally, the General Data Protection Regulation (“GDPR”) will fundamentally change the way CX leaders make this all happen.
The European Union’s General Data Protection Regulation (GDPR) goes into effect on May 25, 2018 and is the most comprehensive change in data privacy in the last 20 years. While it was created by European leaders, specifically to address the evolving data privacy rights of their citizens, it affects all organizations which handle personal data of EU citizens- whether that business resides in the EU or not. Despite the far reaching implications and steep fines associated with the GDPR, many organizations simply haven’t prepared for -- or even fully comprehended -- how the new laws will impact their business.
What does GDPR mean for your community?
For those in the digital customer experience and social care space, the GDPR can be considered overwhelming since we capture data on our members and social followers each and every day. And while there are myriad sources of information about the regulations and stipulations that fall under the new law, many of our clients have expressed that very little information has been tailored specifically to their business and how they should prepare. Furthermore, social and community comprise just one chunk of your data mountain; many collect and store data about their customers from dozens and even hundreds of sources, and your online community is just one of them.
To bring some clarity to the matter, we’ve created this handy infographic to outline some of the primary ways the GDPR impacts online communities. This resource offers up some of the key pieces of information you need to know, what some of the most common areas of vulnerabilities might be for online communities, and ideas for how to address them. For those who are considering deploying an online community but experiencing cold feet due to the GDPR, we’ve included some questions you might explore with potential vendors to make sure your usage of their platform is compliant.
Lithium and GDPR
At Lithium, we take data privacy and security seriously. We’ve been working in the background for more than a year to both ensure our own compliance as well as make it easier for our customers to be compliant while using our tools. While we can’t offer up any legal advice, we are here to help in this transition, so please reach out with any questions.
View the infographic here.
Questions? Contact your Lithium CSM or reach out to email@example.com.
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@evanwolf : Given our strategic focus Pete mentions above, we made the decision some time ago that Klout no longer made sense as a standalone service. The upcoming deadline for GDPR implementation simply expedited our plans to sunset the product. We’re currently working on additional communications to end-users of the consumer website, which will include a pop-up notification for all Klout.com visitors.
We will be deleting all of the individual user data of registered Klout users over the next few weeks as the site shuts down. And just to be clear, Klout has never aggregated and saved user data indefinitely. If you would like your information permanently deleted ahead of the shutdown date, just go to https://klout.com/#/settings/optout and follow the included directions. You can also access your 90-day score history, current topics, and other metrics by going to https://klout.com/#/measure and either saving the HTML or taking a screenshot.
And lastly, Klout and Lithium integrated teams and resources long ago, and we have fantastic data science resources as well as AI and machine learning investments in place to continue evolving our product suite.
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@buckleyplanet As Pete indicates above, we are doubling down on our strategic focus on being the leading provider of digital customer care solutions for brands, so things like the free consumer service and the API no longer made sense as standalone services. That said, Klout provided Lithium (and in turn, our customers) valuable AI and machine learning capabilities. These capabilities will persist within our solution suite, and we will continue investing in new ways to leverage them for digital customer care.
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