As an audio and web conferencing provider, ReadyTalk employees have multiple touch points with our customers on a daily basis. Surveying our customers lets us know how we’re doing, and what we can do to improve our customer’s experience. We see customer feedback as vital to growing and improving our business. We regularly review feedback from areas where we currently gather data, as well as explore new areas where we may want to measure performance in the future. We recently finished our first annual customer survey at ReadyTalk. Questions for this survey were designed specifically to measure how we’re doing in relation to our internal corporate values.
Several items were addressed in the process of putting together our annual customer survey. We reviewed everything from question content and presentation, to survey vendors to ensure a successful campaign. Selecting a survey vendor was a key part of my involvement in the process. In my role as Manager of CRM Optimization, I focus on improving how we view and use data within our CRM system to drive both new business, and keep our current customers happy. Having the survey data fully integrated with our Salesforce.com instance was our primary selection criteria. We also looked at ease of use, time of deliverability, cost and scalability. As a growing company we needed an affordable surveying solution that would also scale to meet our future initiatives. By addressing all of our requirements up front, we were able to find a vendor that fit all of our needs, and then some.
In the end, ReadyTalk’s first annual customer survey was a great success. Since we kept the survey short without compromising relevance, we had a very high response rate. We also offered a small incentive for completing the survey which we believe also helped to boost the number of responses. We received invaluable feedback from both our audio and web conferencing customers regarding our support teams, existing services and future feature requests. The results set the benchmark as we look to improve our scores in 2010. And since all of this was integrated with our CRM system, we were able to follow-up with customers, aggregate responses, and measure areas where we can improve our services in the future. The ReadyTalk Management team loved the ability to simply click on a Dashboard to get to the information they needed. Our Sales and Support teams were thrilled to be able to see real time responses from their customers, and our Marketing team is now hard at work leveraging customer referrals and market potential for our future customers.
How is your company using surveys to measure your customer’s experience? And what are you doing to optimize your results? We’d love to hear your success stories.