Questionnaire Design for Action-able B2B Customer Feedback

Collecting the Right Feedback with Strategic Questionnaire Design 

SAM KENINGERDirector of Product Marketing,

Medallia

STEVE BERNSTEINPrincipal,

Waypoint Group

Medallia & Waypoint B2B Webinar Series

Getting the most from your CX programs

Part 1: Engage Your Sales Force in Improving the Customer Experience (Recording here)

Part 2: Accelerate Customer Success withEffective Governance (Recording here)

Part 3: Financial Linkage: Turning Insight into Action Throughout Your Organization (Recording here)

TODAY: Collecting the Right Feedback with Strategic Questionnaire Design  (Recording here)

© 2014 Waypoint Research Group, LLC

Relationships == Loyalty

Relationships are the “Space Between”

Pre-SalesSales

ProcessImplement

Use /Support

Next Phase / Cross-sell

© 2014 Waypoint Research Group, LLC

Pitfalls Tips and Tricks Framework Process

Setting Expectations: Am I Going to Get a “Best Practice” Questionnaire from this Webinar?

© 2014 Waypoint Research Group, LLC

Your Questionnaire Is the Face of Your Program

© 2014 Waypoint Research Group, LLC

Your Questionnaire Is the Face of Your Program:Who is Showing Up?

© 2014 Waypoint Research Group, LLC

10. It is signed by the CEO9. It treats all respondents the same8. It asks the same question several different ways7. It is worded from your perspective, not theirs6. It strays from a “customer experience” objective5. It fails to establish WIIFM4. It doesn’t proceed in a logical flow3. It doesn’t appropriate set expectations about “investment”2. It comes from “donotreply”1. It asks the customer to provide information that you should know

10 Signs That Your Questionnaire Needs Work

© 2014 Waypoint Research Group, LLC

Step 1: For Whom Does the Questionnaire Serve?

© 2014 Waypoint Research Group, LLC

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights REALITY: The key is getting the right

information from the right people at the right time

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights REALITY: The key is getting the right

information from the right people at the right time

Myth: 2-3 Questions is the ideal length for an online B2B survey

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights REALITY: The key is getting the right

information from the right people at the right time

Myth: 2-3 Questions is the ideal length for an online B2B survey

REALITY: Expectations of time and WIIFM are proven to be larger contributors

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights REALITY: The key is getting the right

information from the right people at the right time

Myth: 2-3 Questions is the ideal length for an online B2B survey

REALITY: Expectations of time and WIIFM are proven to be larger contributors

Myth: An effective survey will help me drive the right actions

© 2014 Waypoint Research Group, LLC

Myths and Realities of Survey Design Myth: Surveys are the key to gaining

insights REALITY: The key is getting the right

information from the right people at the right time

Myth: 2-3 Questions is the ideal length for an online B2B survey

REALITY: Expectations of time and WIIFM are proven to be larger contributors

Myth: An effective survey will help me drive the right actions

REALITY: Surveys are a conversation starter and won’t provide root-cause on their own

© 2014 Waypoint Research Group, LLC

Best practices in Strategic Account Engagement(Objective = Trustworthy insights)

1. Initial positioning2. Active recruiting3. Delegated recruiting4. Update Campaign5. Pre-note6. Invitation7. Reminder #18. Personal outreach9. Final reminder10. Demonstrated listening

Result: Trustworthy insights from 60%+ response rates

© 2014 Waypoint Research Group, LLC

Big jobs usually go to the men

who prove their ability to

outgrow small ones.

~ Ralph Waldo Emerson

© 2014 Waypoint Research Group, LLC

EXEMPLIFIES the customer experience Collects data that drives ACTION Shows RESPECT for the respondent STRENGTHENS relationships with your customers

EARS: A Questionnaire Must Be A Good Listener

© 2014 Waypoint Research Group, LLC

• Response• Role • Recommend / Renew• Fit• Engagement “Ladder”

• Quality Overall• Value for investment• Ease of Business• Success creation

Journeys

Relationshi

p

Strength

Relationship Elements

Experiences

Touchpoint Performance

Purchase Model-based Questionnaire design

Need for Contact

© 2014 Waypoint Research Group, LLC

No Religion: B2B is Complex

EXAMPLES:

How likely would you to be recommend if you were in a position to do so?

Should a colleague ask you to make a recommendation, how likely would you be to recommend [Company]?

How likely would you be to recommend renewal, should a colleague ask you to make a recommendation?

© 2014 Waypoint Research Group, LLC

1. Acquire your internal audience Are they interested? Are they prepared to act? What do they want to learn?

2. What business questions are you trying to answer?

3. What commitments can you make to the customer?

4. Try it out in a limited scope5. Refine business questions and define

the analysis process6. Acquire data, link to operational and financial data, and

execute improvements7. Tell everyone what you did!

Next Steps

Help all levels drive response

rates

Keep feedback top-of-mind with mobile

apps

Focusing on the whole account story

Track who’s happy, who’s

not, and who’s gone

silent

© 2014 Waypoint Research Group, LLC

Complimentary Expert Assessment & Recommendations

Steve BernsteinFounder & Principal Consultant

steveb@waypointgroup.org408-673-2211 ext 11

Questions

SAM KENINGERDirector of Product Marketing,

Medallia

STEVE BERNSTEINPrincipal,

Waypoint GroupSteveB@waypointgroup.ORGsam@medallia.com