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Truth or Consequences: Making the Most of Touchpoint Surveys

Does it sometimes feel like the only way to better understand your customers is by going over pages and pages of rating scales?

Customer feedback is important. Marketers rely on it to gain a better understanding of what their customers want and the drivers of loyalty, not to mention that research is used to measure performance and identify what's working and what's not. With the end objective, of course, becoming a more efficient and profitable organization.

At Ipsos Loyalty, we believe it's time to think differently about the approach to measuring performance at particular customer touchpoints. You no longer have to ask 30 questions to find out how the last call went — there is a better way to give customers an opportunity to tell you what they want, and still get actionable feedback and measures. The Ipsos Loyalty approach can also be used to target “at risk” customers, and to take more direct action. With customer databases continuously improving, and online feedback options facilitating interaction between a company and its customers, it's important to respect your customers while still trying to better understand what they need and expect.

Find your moment of truth by viewing this presentation now.