The customer experience survey has become a ubiquitous part of our world, with companies everywhere trying to gather information and feedback about their interactions with clients and customers in an effort to improve. In that world of constant survey requests, it might seem like a bad idea to send out your own survey, but post-onboarding feedback can provide your company with valuable information about how to improve your process to create better, longer-lasting relationships with new clients in the future.
Here are some strategies to help you gather good information in an unobtrusive way.
Timing is Everything
Sending a survey out soon after the onboarding process is complete will usually provide you with better information than one several weeks or months later. The more recent the experience, the more likely you will get accurate feedback. However, it’s also important to recognize that the client’s time is valuable, and if you ask for feedback within a very short timeframe that isn’t convenient, they are unlikely to respond. Give them enough leeway to get it done on their own time, without letting too much time go by after the onboarding is finished.
Narrow it Down
Obviously the more questions you ask in a follow-up survey, the more feedback you can get about specific parts of your onboarding process, but the desire for more data should be balanced with keeping it simple for your client.
Provide an Incentive
If possible, try to provide an incentive for filling out the survey. In some industries, regulations may prevent you from doing that, but even a simple reward (like a $10 Amazon gift card) can increase response rates. Some of your clients will be willing to fill out the survey without a reward with the hope that their feedback can improve onboarding for future clients, but when there’s a tangible benefit attached, more people are likely to fill it out.
Use the Results to Improve the Customer Experience
Most companies plan to use the results of post-onboarding feedback to improve future onboarding with new clients. However, you should also take a look at the survey results to determine if there is actionable insight you can use to also improve your relationship with the client who filled it out. Gleaning information about how you can improve future interactions with that specific client that you can pass along to the account manager or client relationship manager can help them provide a better ongoing experience for your new client, increasing the chance that they stick with you.
Implementing some simple best practices in your post-onboarding feedback helps you avoid surveys that are poorly timed, only look backward, and don’t offer any benefit to your respondents. If you’re looking for more ways to improve your onboarding experience, or you want better feedback on those surveys, talk to GuideCX today about our industry-leading project management platform.
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