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Category

Customer Success

VerticalTechnology, SaaS
TopicUse Evergage to propose questions to gain insight into customer expectationsID #167

Introduction

While behavioral tracking and analytics provide a lot of great insight about visitor and user interests and motivations, you can often obtain valuable feedback and input by simply asking questions. Use Evergage to propose questions - or a series of questions - in an attempt to manage customer expectations, get feedback on new services, or further segment your audience for more targeted campaigns.

 

Example

Your marketing team is interested in growing referrals and they’re willing to offer an incentive to customers who promote your services to others who may be interested (in your solutions). Since they don’t want to provide the incentive to just anyone, it’s important that they identify enthusiastic customers, or those willing to make a referral. To identify this segment of customers, they want to begin by asking a simple survey question (e.g., How likely are you to recommend us to a friend or a colleague?) as seen below.

Segment

Display to all logged in users. 


Measure

Success in this cases can be measured in two ways. It can be based on the number of people that submit an answer to your question and it can also be based on how many people answered positively. In setting a goal of  “clicked submit” (on the message), you can define an action for the button and when tracked, create a user segment of those most interested referring people to your company.


Setup

There are a number of Evergage messages types that can be used to build this campaign. However, we recommend using an inline message as it won’t interrupt a user’s workflow and can be answered the on the user’s terms. The look and feel of the message is completely customizable. 

Also, when configuring the “submit” button, set to dismiss permanently once it is clicked so the message will not be shown again.


Control Group

Because of the nature of the message, and the fact that you want to get information from all of your clients, it is not necessary to create a control group for the message. You might consider an A/B segment to test the format of the survey (to see which generates the most responses). For example, you could test having 9 radio buttons and the user selects the one that is most appropriate or, if you want to save space as in the example above, you could use a drop down for the response.

Follow-Up Surveys

If you are going to repeat the survey, which you should every 6 months, then you should clone the last campaign and create a new campaign, with new field values. For example, you could include the date in the field "NPS - Oct 2015." This means that each survey will propagate a new field attribute instead of overwriting the old field, which removes the ability to look back at prior answers.

 

 

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