3 Ways How Support Teams Use Surveys To Offer a Great CX

Run surveys with Survicate, match survey responses with session recordings provided by FullStory, and see for yourself what the user experienced. Learn about 3 ways you can ask customers for feedback, fix product issues, and improve the customer experience.

Customer Experience is the new battleground. The Martech technology landscape grew from 5,300 solutions in 2017 to a whopping 8000 solutions in April 2020. Competition is fiercer than ever. Consumers are savvier. It’s never been easier to start a company, start-up costs are decreasing and interest rates are at an all-time low.

With such increased competition on the market, customer experience has become a key competitive differentiator. More than 80% of companies who prioritize customer experience are reporting an increase in revenue.

That’s why providing great customer support is now key to business survival. However, making it difficult is the fact that support teams cope with increased volumes of customer queries in a post-Covid-19 world. Customers, on the other hand, demand quick and personal support.

Customer Support teams need to have agile tools to identify bad customer experiences, offer personalized support, and speed up resolution times. They also need to do it at scale.

As David Cancel, the CEO of Drift said: “Today, you win on Customer Experience”.

You can’t win on customer experience if your support is less than great.

That’s why FullStory and Survicate work together so you can survey your customers, watch session recordings associated with survey responses, identify product issues and resolve them quickly!

How to survey customers to identify product issues and resolve them quickly

In this article, I’ll discuss three common use cases of how support teams use the integration between Survicate – a survey and NPS tool, and FullStory – a session recording and digital experience analytics platform.

I’ll present the use cases by first explaining a problem, then offering a solution, and ultimately, showcasing a final outcome so support teams know how to reap the benefits of the integration.


Use Case #1 – Identify bugs to reduce the number of support tickets


The Problem

Providing great customer support is no longer optional – it’s a must. In 2020, there’s increased competition in every market. Customers expect rapid and personalized resolutions. If you fail to provide them, you run the risk of a customer churning. The top reason why customers switch brands is that they feel unappreciated.

David Cancel, the CEO of Drift, said: “Today, you win on Customer Experience”.

That’s why now more than ever, it’s important for you to discover what leads to negative customer feedback and increased support queries so you can proactively remove any obstacles your customers are facing.

The Solution

If you integrate Survicate with FullStory, you can uncover what’s causing friction points in the customer journey. You’ll then be able to resolve those friction points before the first customer even contacts your support team.

Nir, Head of Product at Lusha.co, and a mutual customer of FullStory and Survicate says:

“ The integration between Survicate and FullStory lets us figure out which flows lead to negative feedback and which leads to positive feedback. ”

Here’s more on it:

    1. Imagine you run an Exit Intent Survey inside your web app that pops up whenever someone’s about to leave your web app.

Running exit intent survey inside web app

  1. You notice that a fair number of people answered “ I can’t find the option to manage my account ”.
  2. You watch a FullStory session recording associated with that survey response and discover there’s a bug.
  3. You foresee this can result in an increased volume of customer support tickets, and pass on the problem to your developers before someone even flags it to you.

How to increase the volume of customer support tickets, to pass on the problem to your developers before someone even flags it to you

The Outcome

Here’s how your entire business could benefit from quickly identifying and fixing product issues:

  • The developers deploy a hotfix. Affected customers are happy with your proactive support.
  • The volume of customer support tickets has not increased, thus allowing your Customer Support teams to focus on the more pressing issues and keep team KPIs high.
  • You can follow up with affected customers once you fix the issue. You can build a segment in FullStory to identify everyone who encountered that problem, even if they didn’t complete a survey. Then, launch an outreach campaign to proactively let them know that the issue has been resolved.


Use case #2 – Turn a bad customer experience into a good one


The Problem

Bad customer experiences can lead to increased churn rates, negative reviews and as a result, loss of revenue. U.S. companies lose more than $62 billion annually due to poor customer service. In fact, given the rapid growth of products and services that are roughly similar to one another, many businesses compete primarily on the basis of customer experience. That’s why you can’t afford to ignore bad customer experience.

Impact of customer experience on churn rates

Source: UserLane

The Solution

FullStory and Survicate join forces so customer support agents can speed up resolution times and better understand your users’ issues. The integration helps answer questions like: “What caused this customer’s bad experience?”, “How can I make sure it doesn’t happen again?”.

Here’s how it works in more detail:

  1. Imagine a user answers a survey on your website or inside your web app, leaving you negative feedback. They say: “I can’t export users”, which could be a bug.
  2. Any negative feedback captured with Survicate will also include a FullStory session recording URL.
  3. You’ll be able to quickly see what the user experienced, reproduce the issue, and pass it on to the Engineering for a hotfix.

The Outcome

Here’s why it’s worth implementing this process at your company:

  • The sooner you fix the issue and reach out to the customer, the more likely they are to forget it.
  • The communication between the support and the engineering teams will be improved leading to better turnaround times.
  • No more guesswork and assuming as to “What caused this bad piece of feedback?”.
  • You can try to mitigate the risk of a customer leaving a negative review by incentivizing the customer and inviting them to an extended feedback session.

Here’s a video example of how you can turn a bad customer experience into a good one by using Survicate and FullStory. The video starts at exactly the relevant moment 👇

Use case #3 – Improve retention rates


The Problem

Customer support teams need to identify users at risk of churn and those who have a very low customer health score. Customer success teams are often directly responsible for retention rates across businesses. Why is retention important? For one thing, it costs 5 times more to acquire new customers than it does to keep current ones.

If you want to retain customers, your support teams need to know your clients’ pain points inside out. They also need to keep track of the most important Customer Satisfaction metrics – to always stay on top of customer expectations. It might seem like there’s no easy way to do it, as customer interactions are scattered across multiple channels and touchpoints. It’s not quite so.

The Solution

FullStory and Survicate power up so you can establish how low cs metrics CSAT, CES, and NPS scores affect churn rates. Each time a user answers a CSAT, CES, or NPS survey on your website or inside your web app, a link to the corresponding FullStory session is generated in Survicate. As a result, you can discover what’s not working well and improve customer experience.

Let’s take a closer look at this use case:

  1. Run a CSAT (Customer Satisfaction) survey to measure customer satisfaction, CES (Customer Effort Score) survey to measure the ease of an experience (for example, the ease of changing a subscription plan), or NPS (Net Promoter Score) survey to measure customer loyalty and predict repurchases.
  2. If a customer gives you a low NPS or CSAT score, or a high CES score, this means they’ve experienced issues that could possibly lead to churn.

how low NPS or CSAT score, or a high CES score could possibly lead to churn.

The Outcome

What’s the added value of running CSAT, NPS, and CES surveys for your company? The benefits are as follows:

  • Support teams can discover more context behind negative customer feedback, relay the feedback to the relevant team, and get those teams to make improvements in the customer journey.
  • Support teams can follow up with a customer, indicate their feedback is heard and valued, and discourage them from churning.
  • You can send NPS, CSAT, or CES scores to FullStory or your CRM tool so that support teams can offer personalized support and are mindful of both the good and the bad feedback.


How to get started with Survicate & FullStory?

  1. Sign up for Survicate. Survicate offers a freemium plan with 100 free survey responses every month, no credit card required, you cancel anytime.
  2. Make sure you have an account with FullStory.
  3. Follow these instructions and integrate Survicate with FullStory.
  4. If you need additional help, you can learn how to use the integration here.

Survicate wishes you Happy Surveying!

Nicholas Podgórski

I’m a Product Marketing Manager at Survicate. I love running webinars and doing videos. When not at work, I enjoy listening to regional accents of Britain, working out, and having a sauna. Find me on LinkedIn.

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