Example Survey Types

Surveys are the primary method for collecting declarative data, and their design largely determines how effectively data can be analyzed and how well strategic goals can be achieved. In customer experience research, it is crucial to "capture" the respondent at a moment when emotions related to the experience are strongest and impressions are still fresh (the right moment in the Customer Journey).

Designed surveys will therefore vary—different questions will be asked of a user browsing a search engine than of a customer finishing a call with a customer service agent.

YourCX surveys are particularly effective in studying the full Customer Journey—from the first brand interaction, through product purchase and use of support services, to post-purchase support and retention processes.

Below are examples of touchpoints where contextually tailored surveys can be embedded, along with sample contextual parameters that can be automatically passed into the surveys.

Online Surveys

YourCX enables ongoing and context-aware data collection across various areas of a website or digital platform. Example use cases include:

• Ongoing Monitoring of Satisfaction and Issues

  • General website satisfaction surveys 

  • Product category pages

  • Product detail pages

  • Special offer pages

  • Help and support sections

  • Community areas and forums

  • Mobile version of the website

  • A/B testing feedback

• Checkout Process Evaluation

  • Abandonment reasons in the purchase process

  • Post-purchase satisfaction surveys

• Exit Intent Surveys

  • Understanding reasons for leaving the website 

• Search Function Quality

  • Evaluating the relevance and usability of search results

• Email Communication Feedback

  • Measuring effectiveness of emails such as newsletters or promotions

Segmentation and Contextual Data:

Product categories, searched keywords, number of search results, website sections, logged-in/logged-out status, page title, number of products in cart, cart value, delivery method, delivery cost, purchase type, use of discount coupon, new/returning users, mobile/desktop, traffic sources, user characteristics, geolocation, plus other technical and analytical data.

In-Store and Delivery Surveys

• Continuous satisfaction monitoring

• Satisfaction with in-store visits

• Satisfaction with in-person customer service

• ROPO, revROPO effect analysis, and cross-channel influence—connecting offline experiences with online behaviors

• Post-purchase surveys:

  • Satisfaction with home or parcel locker delivery

  • In-store pickup experience

  • Complaint and return processes

  • Cancelled orders

Segmentation and Contextual Data:
User geolocation, store/branch ID, salesperson/consultant ID, order number, delivery provider or delivery channel information.

Customer Service Surveys

• Evaluation of customer service quality

• Online surveys on customer service/help pages

• Event-based surveys after contact (e.g. via email, SMS, live chat)

• Email communication feedback via individual link in email footer

Segmentation and Contextual Data:
Consultant ID, conversation duration, topic of inquiry, order or case ID, customer ID, and other relevant parameters.

Mobile Surveys

• Ongoing satisfaction monitoring

• Mobile version of the website

• Mobile application (via push notifications or in-app link)

• Progressive Web Apps (PWA)

Segmentation and Contextual Data:
Same as in online surveys.

Market Research

• ROPO/revROPO behavior and omnichannel insights

• Panel or ad-hoc studies on current trends and behaviors

• Market share analysis using WAR methodology and related approaches

• Strengths and weaknesses of competitors, NPS by brand, reasons for choosing specific competitors

• Defining common customer personas and their needs

Segmentation and Contextual Data:
Any business-relevant information.