Beyond Surveys: Reclaiming Human Connection in Customer Experience

Customer experience (CX) is no longer a marketing buzzword; it has become a critical differentiator for businesses across industries. Yet, many organizations continue to rely heavily on traditional surveys to gauge customer satisfaction. While surveys can provide quantitative data, they often fall short in capturing the nuanced emotions and motivations that drive customer behavior. To truly understand and serve customers, businesses must move beyond surveys and foster genuine human connections.

The Limitations of Traditional Surveys

Surveys have long been a staple in CX strategies. They are relatively easy to "set and forget"; however, their effectiveness is increasingly being questioned. According to Forrester, customers often feel that their feedback is ignored, leading to decreased participation and engagement. In fact, up to 11% of customer feedback goes unseen because customers perceive that no one is listening. 

Additionally, the overuse of surveys can lead to "survey fatigue," where customers become overwhelmed by frequent requests for feedback. We've all been there: minutes after leaving the local car wash our phone lights up with a request to fill out a survey; a few minutes later, after picking up our groceries curbside, we're met with another request for a survey. The onslaught of surveys not only reduces response rates but also diminishes the quality of the data collected. 

The Power of Human Connection

Human connection is a fundamental aspect of effective customer experience. Research from Harvard Business Review stated that when companies connect with customers on an emotional level, the payoff can be significant. For example, a major bank introduced a credit card designed to inspire emotional connection, resulting in a 70% increase in use among Millennials and a 40% rise in new account growth.

If a credit card can connect on an emotional level, how much more so can an actual face-to-face conversation?

Integrating Conversations into CX Strategies

To harness the benefits of human connection, in which all humans both need and desire, businesses should consider integrating direct conversations into their CX strategies. This approach allows for deeper insights into customer needs and fosters a sense of trust and loyalty.

Imagine a company you frequently use calling to set up a face-to-face conversation, not so they can defend satisfactory service, but so they can actually listen to what you have to say so you, in turn, can be served better. How would that change the way you interact with that company? Even if your experience prior to the conversation had been subpar?

By engaging in meaningful dialogues, companies can demonstrate that they value customer input and are committed to continuous improvement. They can stand out from the litany of other businesses who are contributing to the survey avalanche.

While surveys have their place in customer experience strategies, they should not be the sole method of gathering feedback. By prioritizing human connection and engaging in authentic conversations, businesses can gain richer insights, build stronger relationships, and ultimately drive greater success. It's time to move beyond the limitations of traditional surveys and embrace a more holistic, human-centered approach to customer experience.

Add Conversations to Your CX Strategy