Panic or Systematic Mode in Digital Experience Management
If the answer is Panic mode, then we need to talk. You need Systematic mode.
If the answer is Systematic mode, then we need to talk. You also need Panic mode.
Read time: Four minutes
Digital experience management is a hot topic that keeps getting hotter. It doesn’t matter if you are a retailer, a healthcare provider, or a service provider: To stay ahead of the game you need to understand how people perceive you and your services in the moment – wherever they are, whatever they do.
Working in Systematic mode will take you a long way in your ambition to continuously improve the experience:
- Measuring satisfaction consistently across the organization and in all relevant touchpoints helps you to compare and develop performance with a positively competitive spirit
- Implementing a solution that maximizes response rates whilst still detecting root causes for good or bad performance helps you get insights that you can trust. It’s all about providing the most frictionless way to get feedback: Fast, anonymous, and in the moment
- Providing teams and individuals with easy-to-understand reports and other tools help make experience management a top-of-mind priority for everyone.
Being systematic is however not enough. You also need to be able to react immediately if something goes wrong. This is where Panic Mode comes in handy – or perhaps it’s better to call it something less contentious: Incident Management Mode, that helps you to fix critical issues on the spot. This is what you’d need:
- Immediate notification if an incident occurs that triggers negative feedback, including root cause and comments
- The ability to acknowledge an incident and take the ball or pass it on.
- A tool to collaborate with relevant stakeholders to resolve the issue in a heartbeat
- A log of incidents and related discussions to make the Incident management mode feed into the Systematic Mode for continuous learning and improvements.
What this means in practice in different touchpoints
Web pages and Apps
“I bought things from you because I had to.”
“I couldn’t find a suitable time for my online consultation.”
“Making a table reservation with you is almost impossible.”
“Why does it have to be so hard to make an online service request?”
Comments like these are the ones you really want to pay attention to. If a person is unhappy after, for example, completing a purchase, then that is worth flagging immediately so it can be addressed.
What about those visitors who end up not buying or reserving anything, how can you capture their feedback? You could place a survey on the main page or on a search page. If they left you and still had items in the cart, you could send a follow-up message with a survey trying to find out what were the reasons they did not proceed to checkout with you. In a similar fashion you can set up alerts also for these surveys.
Our customers tell us that the response rates for HappyOrNot surveys on web pages are very high. It is not uncommon with even 80% response rates for eCommerce checkout pages.
“Where is my delivery?”
“I don’t understand what you need me to do.”
“You did not have all the products that I needed”
“I wasn’t able to find a suitable time”
“Stop spamming me”
It really doesn’t matter which email you send to people. It is always a good idea to provide a survey that is consistent with those of other touchpoints. To ensure high response rates, it is also recommended that the first question can be answered directly in the email, which saves time for the respondent. Typically, with HappyOrNot, it takes only a few seconds to respond. Therefore people often share valuable comments in the final and third step of the survey.
One of our customers encloses HappyOrNot surveys in their product delivery messages. Some responses come instantly, but quite often people answer to the surveys after several days. What they learned was that this happened at a time when there was a delay in the delivery. This helped our customer to spot problems in the logistics chain and reduce the number of complaints.
“You are not able to solve my problem…”
“You are not friendly”
“I’ve been waiting for 10 minutes”
“I want to talk to a real person”
More and more, people resort to chats for support. Some customers have implemented HappyOrNot surveys in their chat service. Like in the case of customer service emails, the share of negative feedback is a bit higher than for instance in a checkout page or in a physical store location. The statistically relevant insights as to why people are happy or unhappy has proven extremely valuable, allowing our customers to take corrective measures.
Text messages and employee engagement
We’ve seen extremely high response rates when our customers send HappyOrNot surveys via SMS, in some cases over 90%.
During the past year, remote working has become the new normal for more and more people. Lockdowns have also happened in for instance production facilities. One customer used text message surveys as a way check in with people at home as they were about to come back to the workplace. This way, the HR department and leaders get a feel for how the employees are doing. Follow-up questions as well as open comments have provided invaluable understanding of the concerns people have.
The solution: Smiley Digital with Real-time Collaboration
Smiley Digital from HappyOrNot is a one-stop-shop solution. Be it a Web page, a mobile app, a customer service chat, an email, a text message or even a social media post: Wherever you use Smiley Digital, it is the fully anonymous feedback solution that can get you the highest possible response rates with root cause insights that you can trust. Best of all, the very affordable annual subscription is a flat rate, so you don’t pay for the number of responses.
Thanks to Real-time Collaboration, you can set alerts in many ways, for example:
- Your NPS or Happy Index goes under or over a threshold level for a certain time period
- The share of negative feedback responses exceeds a certain threshold level, for example 30%, during a time period
- The number of very unhappy responses exceeds a threshold, for instance two votes, in a certain time period, during for example 15 minutes.
Because of the variety of dimensions, you can run in both Systematic and Incident Management mode.
Alert acknowledgements and chat capacities in context of each case are included. It makes efficient collaboration between relevant people possible. Furthermore, you’re able to export the alerts and the related information. This way you can review the performance and plan improvement actions in Systematic Mode.
Last, but not least, HappyOrNot Reporting unifies all feedback data from Smiley Terminal, Smiley Touch and Smiley Digital into one convenient and easy-to-use analytics tool that allows you to compare all in-person and digital touchpoints and dive into the insights that can help you to get happier customers.
Get in touch with us today to find out how you can get started with Smiley Digital.
Written by Björn Wigforss, Product Marketing, HappyOrNot