Five Ways to Improve Survey Engagement and Customer Insights

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In many cases, data can only be collected if the test is completed in full, and if users are not incentivized to complete your test or survey, you likely won’t gather complete data. Gamify your test to create an engaging experience that persuades volunteers to provide complete feedback. Prompt your users to click on different offerings or ideas, or present them with the ability to drag or rearrange options based upon their preference. Users’ involvement in simple puzzles or image games can boost the chance that users will complete your test – and it may entice them to pass it on to their friends. As you increase your organization's ability to compile data more quickly, your organization can rapidly take action to improve where needed.

A new urgency is uniting people in marketing, management and customer-facing roles: the need to capture insights from people to drive real-time, data-driven decisions. To stay competitive, enterprises face the challenge of collecting that insight, and are turning to new ways to help engage and encourage users to provide them with true, fast feedback.

eHarmony is one company that uses accurate and fast customer data by tweaking its unique relationship questionnaire, and even mobile access capabilities, based upon users’ quickly changing habits. “Better, cheaper, faster feedback means better business results,” says Ryan Smith, CEO of Qualtrics, a software organization that helps businesses collect ideas and feedback from customers and employees to make better business decisions.

With this in mind, organizations are now analyzing data to learn about the tendencies of their customers and to quickly act upon the findings – and these researchers now range from IT departments to senior management. While accuracy of data is important, it’s often crucial that any user can access this data, and visualize it using an intuitive interface. Big Data analytics software like Splunk and Tableau now offer data output dashboards and visualizations for users to track data trends and see results in real time.

Often overlooked, organizations can also use visualizations to collect actionable, true customer data – from any type of customer – and return fast results. “While feedback is nice, results are better,” says Smith. Here are some examples of how businesses are using data visualizations to produce such results.


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