Data collection during the journey is critical to building and managing a world-class customer experience management program. Provides actionable insights on how to fix any issues that may affect conversion or retention.
But when there is a journey engagement as part of the digital customer experience program, it is essential that some good practice tips are followed to balance positive UX with quality insights. It is important that some rules of engagement are adhered to, especially when it comes to balancing positive UX with quality insights (or you risk your CX engagement damaging customer loyalty).
1. Balancing Active and Passive Approaches to Engagement
Active approaches are those in which customers are “tapped”, asking them to provide input on topics such as sample rates, behavior, or customer profile information. They are preferable to get a representative audience within the tour. However, if not done correctly, they can prevent your visitor from reaching their end goal and provide an unwanted roadblock. Passive approaches (for example, those present on the website or app) are easier in UX and are great for identifying weak points in the site, but are usually not representative in nature, as they depend on participation of the clients.
If you can be unobtrusive and still get the amount of data you need, then you are optimizing UX. However, if you feel that you are not receiving enough solid information, then increase the level of your engagement and move to a more active approach.
2. Avoid repeated viewing to avoid bad user experience
Asking for feedback every time a customer comes to your site or app (for active approaches) is bad practice and can harm the user experience. It’s best to start out low-key, say a 6-month period where repeat viewing is avoided, and then, based on engagement rates, move to a more active approach like a 30-day window. This way, you can find the perfect mix of UX and insight without getting off on the wrong foot.
3. Be precise in questions
Although asking everything on your mind when a user is online willing to have a conversation seems like a good idea, it is bad practice and can reduce response rates. It is best to focus on the 3-5 most important questions of the tour. Additionally, with advancements in language processing and machine learning, technology enables a greater collection of feedback that is tailored to customer responses. This allows you to ask only the important questions and allows you to get to the key points more quickly without disturbing your visitors with useless questions.
4. Talk to the right visitors at the right time
Make sure you are asking questions of a relevant audience within a relevant journey. First tracing a map of the various trips, understanding what the objective of each of them is. For example, the objectives of a visitor who comes to your site for help will be very different from those who are looking to buy, and you will want to gather different information from each.