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Session 302: Boondoggle to Beneficial: Rethinking Customer Surveys

Andrew Gilliam (ITS Service Desk Consultant, Western Kentucky University)

Location: Panzacola G-1

Date: Wednesday, April 10

Time: 3:00pm - 4:00pm

Pass Type: Conference and Expo Package, Executive Connections - Get your pass now!

Track: Customer Experience

Format: Session

Vault Recording: TBD

Audience Level: All

This session will inspire you to supercharge your customer survey and maximize the value of experience data. Witness how redesigning survey invitations can dramatically increase response rates, turn responses into actionable experience intelligence, transform your survey into an active part of your customer experience program, and make sense of results that look "just fine" on the surface. Go behind the scenes with the architect of Western Kentucky University's revitalized customer insights program and experience the new survey first-hand, deconstruct the purpose and meaning of each question, analyze actual survey responses, and explore the closed-loop process that promotes loyalty and advocacy.

Attendees will learn:

  • How different survey invitations affect response rates
  • How to use both industry standard and innovative new questions
  • How WKU's customer recovery team intervenes in negative and incomplete experiences to correct them
  • How to use reporting and incentives to gain stakeholder buy-in

Presentation Files