Maximize the value of 4Q - listen continuously!
With all the excitement in the air surrounding the imminent 4Q global language launch, it's a good time to talk about the value of continuously listening to your site visitors.
A significant chunk of our 4Q community is using the survey as a continuous monitoring solution. (Applause!) But there are some users who have turned 4Q on to take a quick snapshot of visitor satisfaction and then promptly turned it off, with a plan to take the next dipstick reading in a couple of months. While insights gleaned from a snapshot approach are certainly actionable and valuable, the real power of 4Q can only be unlocked through a commitment to continuous listening.
Measuring customer satisfaction is truly a process, not an event. There are several key reasons for this:
1) Trending provides context. If you have a task completion score of 68% today, what does that mean relative to the week, the month, or the year? Are you riding the crest of an upward wave, or are you sinking down into the nadir of dissatisfaction? Only trending can provide you with that insight.
2) Continuous listening reduces the effect of seasonal biases or marketplace shocks. So, you have a satisfaction score of 91%? That's amazing. But what if you are a car site and you took that reading right after you populated your pages with information on new models? You probably experienced a bump up based on fresh content, but it's not indicative of the true pattern of customer satisfaction.
3) In an information economy, where the vicissitudes of customer opinion are legendary, the last thing you want to do is rob yourself of valuable sources of information about your site and your brand. Continuous listening can function as a crucial early warning system, allowing you to respond to problems before they cause long-term damage.
I'll refer back to Duff's seminal blog post from September 2006. Duff argued,"Knowing what drives customer satisfaction, past, present, and looking forward is the most powerful decision support possible, but it becomes a reality only as a process not an event."
So, if you're running 4Q and thinking of shutting it down, consider leaving it on at a lower invitation rate. And if you've already shut 4Q down, don't be afraid to turn it back on. Your account settings will remain the same and the insights will still be there waiting for you!
As always, don't hesitate to jump feet first into the Forum and share your 4Q continuous listening success stories.
A significant chunk of our 4Q community is using the survey as a continuous monitoring solution. (Applause!) But there are some users who have turned 4Q on to take a quick snapshot of visitor satisfaction and then promptly turned it off, with a plan to take the next dipstick reading in a couple of months. While insights gleaned from a snapshot approach are certainly actionable and valuable, the real power of 4Q can only be unlocked through a commitment to continuous listening.
Measuring customer satisfaction is truly a process, not an event. There are several key reasons for this:
1) Trending provides context. If you have a task completion score of 68% today, what does that mean relative to the week, the month, or the year? Are you riding the crest of an upward wave, or are you sinking down into the nadir of dissatisfaction? Only trending can provide you with that insight.
2) Continuous listening reduces the effect of seasonal biases or marketplace shocks. So, you have a satisfaction score of 91%? That's amazing. But what if you are a car site and you took that reading right after you populated your pages with information on new models? You probably experienced a bump up based on fresh content, but it's not indicative of the true pattern of customer satisfaction.
3) In an information economy, where the vicissitudes of customer opinion are legendary, the last thing you want to do is rob yourself of valuable sources of information about your site and your brand. Continuous listening can function as a crucial early warning system, allowing you to respond to problems before they cause long-term damage.
I'll refer back to Duff's seminal blog post from September 2006. Duff argued,"Knowing what drives customer satisfaction, past, present, and looking forward is the most powerful decision support possible, but it becomes a reality only as a process not an event."
So, if you're running 4Q and thinking of shutting it down, consider leaving it on at a lower invitation rate. And if you've already shut 4Q down, don't be afraid to turn it back on. Your account settings will remain the same and the insights will still be there waiting for you!
As always, don't hesitate to jump feet first into the Forum and share your 4Q continuous listening success stories.
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