One of the goals of a customer experience program is to measure the relationship between the brand and the customer at various touch points — the customer journey. What is sometimes overlooked is that the survey is a touch point.
Brand image in web survey design is often minimized to “put the logo at the top of the page”. The email invitation is given even less consideration though this is an important step in improving completion rates. However, what about phone studies both CATI live agent and automated IVR?
The market research industry talks a lot about the voice of the customer. What about the voice of the brand? Have you LISTENED to your phone survey not just read it?
Our sister product, MediaVoice, has created a short, fun video to help demonstrate the importance of voice and brand.