Are your attempts to collect customer feedback a bit of a sore spot? Well… chatbot surveys might just be the remedy you are looking for.
There’s no need to emphasize that customer experiences and opinions of your company or product are important. If you are running a business, measuring client satisfaction should be your second nature.
The issue is, people rarely care that you need their opinions.
They are busy!
How dare you use their email addresses to invade their inbox and disturb their day with an annoying survey? 🤨☝️
Your humble requests for a few answers often go unopened or end up floating in the wasteland that is the JUNK folder.
Yet, we have to do it. We need to ask.
Otherwise, it’s impossible to improve.
Hence, you are here, looking for a better way to collect feelings, thoughts, and impressions and turn them into actionable data – a much better way than online surveys & questionnaires.
Fortunately, there is a better way: chatbots.
Not to undermine the king of rock n’ roll, but sometimes a little MORE conversation is the way towards “satisfactioning” you🕺🏻. Something as simple as twisting the concept into conversational surveys can make a significant difference.
Keep reading to learn why chatbots surveys are such an effective tool for collecting feedback from your customers, along with a seven-step process you can use to launch your first bot survey today.
There are several reasons why you should abandon feedback forms and go for a bot instead. Let’s have a look.
Typical customer feedback survey email typically ask users to navigate away from their inboxes and complete a generic, multiple-choice questionnaire.
On the other hand, bots can connect with users and ask for feedback directly on your website or social media as the user is engaging with your brand. This way, you can make your surveys part of the browsing or social experience. A better alternative to asking them to visit your site days (or weeks) after the thought of your brand even crossed their minds.
Customer feedback bots transform the survey experience. What was once an act of filling out a boring form is now a conversation. A conversation you load with your brand personality. And users appreciate this shift!
Leaving feedback through conversation makes it all the more enjoyable which increases the chances that your customers will take the time to provide you with the information you need. Caring about pleasant experience not just before but also DURING a survey is an extra mile down the differentiation lane – especially in times with CX dominates the business world.
Multiple marketing research studies confirm that chatbot survey (whether presented as part of a popular platform such as facebook messenger or exist on your website) can, in some cases, double or even triple conversions.
For instance, CONVRG company noticed a 70-80% response rate on their bot surveys which was 3x higher than with their usual email surveys.
Bots let you take your customers down different conversation threads based on their answers. Hence, you a chance to react to particular problems there and then.
For instance, if a client complains about a problem you are aware of, you can have the bot offer them a discount voucher in the middle of the survey.
This is perhaps one of the most unique attributes of using a bot to collect customer feedback!
With a traditional survey, you can see how many people accessed the form and how many people submitted it. However, you have no idea what happened to those who didn’t make it all the way to the end.
Bot analytics are more thorough and let you follow customer behavior throughout the questionnaire. You have the opportunity to identify points of friction and improve your conversion flow.
Start Collecting Customer Feedback with Chatbot Surveys in 7 Easy Steps!
If you’re new to chatbots, creating a bot for your business that’s capable of collecting feedback may seem like an overwhelming task.
But, honestly, it’s easier than you ever imagined.
To prove my point, I put together a simple, seven-step process you can use to launch your first survey chatbot.
Most bot builders today come with at least a handful of templates that contain basic workflow outlines. So, the first decision you’ll need to make is whether to look for a customer satisfaction survey template or to start from scratch and build a fully customized workflow.
Landbot App, for instance, offers access to a pre-made survey template that serves as a perfect starting point.
This template provides a basic framework to build your bot, with pre-written questions applicable to a wide range of businesses.
After accessing the bot workflow, you can customize the questions, responses, and conversation flow to match your survey goals.
Work your way through the existing questions, tailoring them to your needs and audience. Then, once you’ve edited what’s included in the template, you can add any other questions and fields as you see fit.
Much like any other survey, you can start your chat bot survey with simple, multiple-choice questions.
For example, you might opt to first ask your customers to rate their overall experience with your company. You can adjust the rating scale to match your preferences (and any existing survey data), by selecting from a scale of one to three, one to five, one to ten, or even a scale of emojis.
These kinds of questions are a great way to begin because they’re easy for customers to answer. By beginning with questions that don’t require much effort, you increase the chances that your audience will continue working their way through your survey.
As you analyze your data, these simple questions make it easy for your team to get an at-a-glance understanding of survey results. E.g., if your “rating” field averages out to a number above four, for example, you can safely assume that your results are generally positive — then keep that in mind as you work your way through the rest of your responses.
As you build out your survey, it’s important to make sure that you’re collecting the kind of feedback that will help you make informed decisions about improvements to your website and company as a whole.
So, before writing questions and responses, consider what you’re hoping to learn from your survey. Then, use this to shape your copy and workflow.
If you want more insight as to why your clients are choosing your brand over your competitors, for example, you might ask what they like best about your products.
Based on the responses to this question, you could make a data-backed choice as to which aspect of your product to highlight in future marketing campaigns.
Alternatively, if you’re looking to develop new pricing plans, you might choose to ask whether your existing clients would be willing to pay those prices. Use this insight to either launch your new plans or head back to the drawing board to come up with a new structure.
When it comes down to it, the value you get out of your customer surveys all depends on how effective you are at asking questions that yield helpful responses.
Multiple-choice questions make for an effective start to any survey. However, they shouldn’t make up all of the questions in your survey.
While they are easier to analyze, multiple-choice questions limit your customers to a pre-written set of responses. Hence, there’s bound to be a certain margin of error.
That’s where open-ended questions become extremely important.
These questions allow your customers to voice their opinions without limitations and provide the kinds of feedback you may not have even considered.
That’s essential if you’re looking to use your survey data to make the kinds of improvements your customers really want.
And your open-ended questions can be as broad or as specific as you want. For example, you might start by asking customers what they think about a specific product. This way, you ask them to focus in on a specific aspect of your business, but give them room to say anything they want about it.
From there, you can also add fields allowing customers to submit any general feedback they have about your company or any suggestions they have for future improvements.
Reading and analyzing these responses is a more time-consuming process than glancing at an average rating. However, it is ultimately one of the best ways to gain a strong understanding of what your customers want, and you can be even better at catering to their needs.
As mentioned before, one of the biggest advantages of using chatbots to collect customer feedback is that they can make for much more interesting experiences than regular survey forms.
And that’s especially true if you take a little extra time to add some personality to your chatbot.
First of all, you can ask customers for their names, then address them personally throughout the survey process.
Then, using the Landbot builder, you can add images, GIFs, and even custom HTML elements to make the experience of interacting with your bot more interesting for users. Adding a GIF to your greeting, for example, only takes seconds — but can go a long way in starting the conversation off on a fun and positive note.
The more fun and engaging the process of completing your survey, the more likely are the visitors to do so — and the more helpful feedback you’ll collect as a result.
If you are unsure about building natural sounding conversations, be sure to check out this tutorial on how to build believable chatbot conversations.
One of the most frustrating things in life if you are asked to do something without having an idea of how much time and effort it will cost you.
If your customer satisfaction survey is going to take 3 minutes, say it. If it’ll take 15 minutes, say that too. It’s always better to be upfront rather than have the survey take longer than your customers expect.
Also, to motivate them, show your respondents their progress.
Much like other digital marketing tools, many chatbot platforms now offer their users analytics dashboards for monitoring customer actions and responses.
Within the context of a survey, of course, the most important data you’ll collect is your customer responses. But beyond that, chatbot metrics can help you determine how effective your bot is in collecting that information.
After all, your survey chatbot is the most useful if it gets your visitors to make it all the way to the end and fully answer your questions.
And you can determine whether this is the case in the Metrics tab of the Landbot app. You can not only see how many people engaged with your survey but also examine flow analytics to find out at which point (if any) do people drop out.
This will give you a sense of how effective your bot is in collecting the information you need. Then, you can use this insight to adjust your questions and workflow to maximize the number of users who complete your survey — along with the value you get from your chatbot.
Of 212 responses who interacted with the survey above, 177 answered all questions which to an incredible 84% response rate.
Customer feedback surveys are an extremely valuable resource for any business. They help you make the kinds of changes to your products and services that your customers want to see.
Chatbots simplify this process and make it both enjoyable for the customer and effective for you.