Ariel:
Very good question here. I have included my point of view beneath each question. Additionally, I have a survey invite guide that I can share if you want to shoot me a PM via my email address below.
1) How would you recommend wording the survey invitation for CX surveys that are directly being used as a closed loop feedback as well as for broader root change implications? How would you ensure that customers understand the purpose of the survey without skewing their results?
The general rule of thumb here is that you should be as clear as possible to consumers when you are soliciting their feedback. This applies to everything from the time it will take to the purpose/usage of responses. If you are planning on closing the loop with them, I would explicitly state that in the invite as a bare minimum. It is also fairly standard to embed a question in the survey asking if the consumer is ok with being contacted based on their responses.
I've been building and running VoC/EE programs for the better part of a decade and the concept of skewed data associated with confidentiality is something more applicable to the EE area. Consumers have no real motivation nor reason to skew their feedback based on the perception of confidentiality. This is especially true when they must opt-in to provide feedback in the first place. The EE domain runs into this issue quite a bit as there is often fear of retribution associated with employee surveys. This area also grapples with the often misunderstood debate between confidentiality and anonymity.
Long-winded way of saying that you should just be up front with customers about how their data will be used. This will elicit a higher response rate and more valid data.
2) Is there research on this that anyone can point me to? I'm assuming qualtrics/medalia and others have differing view points.
Shoot me a PM and I can send you a survey invite guide I use. I also have a closed-loop best practices guide that I can pass along if you have interest.
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Kyle Groff, Ph.D.
Principal Consultant, CX
Qualtrics
Salt Lake City, UT
kyleg@qualtrics.com
Original Message:
Sent: 03-03-2016 11:41
From: Ariel Snapp
Subject: Confidentiality with CX Surveys
I have heard of a variety of programs that use differing levels of confidentiality with closed survey loops in CX programs.
I'm leaning towards programs that are linked to account actions, thus not implying confidentiality.
A few questions:
1) How would you recommend wording the survey invitation for CX surveys that are directly being used as a closed loop feedback as well as for broader root change implications? How would you ensure that customers understand the purpose of the survey without skewing their results?
2) Is there research on this that anyone can point me to? I'm assuming qualtrics/medalia and others have differing view points.
Thank you!
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Ariel Snapp
Client and User Experience Leader
Willis Towers Watson
Denver CO
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