How Conversational Surveys Can Offer 91% More Actionable Insight Than Form Based Surveys

The purpose of this study was to compare the effectiveness and performance of conversational surveys against form-based surveys. We look at the impact on the quality of feedback, the survey experience, the level of actionable insight and more.

How Conversational Surveys Can Offer 91% More Actionable Insight Than Form Based Surveys

The purpose of this study was to compare the effectiveness and performance of conversational surveys against form-based surveys. We look at the impact on the quality of feedback, the survey experience, the level of actionable insight and more.

We want feedback from our customers. It helps us get better. The problem is that a bad survey means bad data and might even irritate the customer. This extensive case study/report has some excellent ideas around surveys and if you do any type of customer service, it will be worth it.

Shep Hyken, Customer Service and Experience Expert

This study from Wizu has some excellent insights on eliciting useful data from your customer surveys.

Jeanne Bliss, Customer Experience Practitioner & Pioneer

Scenario

The scenario selected for the comparison was a hotel, post visit, satisfaction survey. This scenario was selected as it involved a simple subject that everybody could relate to and would be easy to recruit for.

Audience

An independent panel provider was used to gain a representative sample of respondents with an even distribution by gender, age and location. Around 500 responses were gathered through each survey.

Measurements

The results look at the quality of feedback gained through each platform, highlighting areas such as the amount of actionable insight.  Then an additional section asks for feedback on the actual survey experience.

The Findings

Data Metrics Comparison

Challenge: Would using a conversational survey affect the CX metrics that are being measured and what impact does the platform have on the quality of feedback?

The Answer: The results showed that the survey medium has very little impact on the core metrics such as NPS. The conversational survey resulted in respondents taking more time to answer questions and provide more detailed responses.

“When using AI based intelligent follow-up prompting, respondents gave 118% more words than survey forms.”

Feedback Experience

Challenge: Would respondents prefer a conversational survey interface and does it allow them to express their views more easily?

The Answer: The results showed that respondents rated the conversational survey experience much higher than the traditional survey meaning they are more likely to complete the survey and provide better quality insight. 88% more respondents that took the conversational survey also strongly agreed the survey made it easy for them to express their feedback.

“57% of respondents rated the conversational experience as 10/10 while only 11% gave the top score for traditional form based surveys.”

Actionability

Challenge: Do conversational surveys provide more actionable insight?

The Answer: The study shows conversational surveys generated almost twice as much verbatim comments from respondents, meaning there was a much deeper customer insight available. This means organizations can more easily identify where they can focus attention to improve the customer experience.

“91% more actionable insight was generated from the same number of responses via the conversational survey platform.”

Impact on Loyalty

Challenge: What impact does a positive survey experience have on customer loyalty?

The Answer: The study showed that 32% of conversational survey respondents would be ‘much more likely’ to use the hotel chain again after taking the survey compared to just 21% on the traditional survey. This highlights a better survey experience can actually directly impact customer loyalty and increase revenue.

“50% more respondents who took the conversational survey rated themselves as ‘much more likely’ to use the hotel chain again after taking the survey compared to those who took the form based survey.”

Demographics

Challenge: Would older demographics be open to a conversational survey interface?

The Answer: Though the largest increase was in the younger generations, the study found that all age ranges rated the conversational survey experience higher than the traditional survey. This ensures you are getting a wide sample of responses from customers and delivering a positive experience for all respondents.

“All age groups and genders expressed a clear preference for conversational surveys over traditional form based surveys.”

Conclusion

This study has effectively shown that chatbot led conversational surveys have a number of key benefits over traditional form-based surveys:

  • The positive survey experience (final touchpoint) reported a higher likelihood to re-purchase.
  • Conversational surveys do not adversely affect core metrics being measured.
  • Respondents spent more time providing more data while rating the survey experience higher.
  • Respondents were more engaged.
  • Respondents of all ages gave better survey experience ratings than traditional form-based surveys.
  • Intelligent follow-up questions have a huge impact on the amount and quality of additional text
    uncovered. This provides much more valuable insight that enables organizations can action to
    increased customer loyalty and ultimately improved sales.
  • Conversational surveys provide opportunities to close the loop or even rescue dissatisfied customers
    while the text analytics reporting reduces the resources required to analyse feedback and highlight
    actions.

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