We’d recommend building your program and process around the relationship survey initially. Focus on optimizing the buy-in, adoption, and some metrics around it. Once you are in a good flow with platform logins, data quality/management and close the loop actions and have set the first steps towards improving your response rate and closing the bigger loop, you can start thinking about rolling out additional touchpoints.


How do you define which touchpoints to roll out to, and in what order?


Directions

  1. When creating your relationship survey, you will have used your existing Customer Journey Mapping – or your newly created one with the help of our Customer Journey Mapping Recipe or the AX course on Customer Journey Mapping – to define your survey drivers.

  2. Do you feel like you’d need a third layer of drivers? That would be a touchpoint survey. Your primary driver could become a (perhaps transactional) survey in itself, where its secondary drivers can become the primary drivers in that touchpoint survey. 


    For example, your question could be structured this way: 

    "Based on your experience with Company X's support environment, how likely are you to recommend us to a colleague or business acquaintance?"


    Drivers would be:

    Ticketing system
    - Access
    - Alerts
    - Time to solution


    Friendliness
    - Support articles
    - Search
    - Depth

  3. You might get some additional inspiration from the following list of touchpoints:


    Post Demo
    Won/Lost Opportunity
    Support Ticket
    Churn
    Product
    Event
    Implementation

  4. So now that you have identified touchpoints based on your customer journey and relationship survey driver set, you should prioritize their rollout. What touchpoints will add the most value short-term? Rolling them out is something that requires time if done well. The rollout of a new touchpoint is a mini-implementation in itself.

    The (email) invitation and survey text (including drivers) need to be drafted, set up and tested. You may need to extend platform access to more users, or do a refresher training for the relevant department(s). Targets may need to be set for a different group of people in the organization, as well as reports and alert emails. Your integrations will have to be adjusted to allow for the additional touchpoints.

  5. When choosing which survey touchpoint to add next, you can consult your driver output. What is your biggest primary driver for improvement? You can decide to choose that as your next touchpoint.

  6. Another route to take is: do you already have surveys for different touchpoints in a different system, and are you looking to bring your B2B CX data together? You may then want to prioritize moving over any existing touchpoints to CustomerGauge. Do note that you will not be moving them over exactly as they are, but you will be reshaping them according to our best-practice survey model based on years of research.

  7. If there is a certain department that is very keen to get started, it means that the lift on the program adoption side will not be as heavy. You may want to grab that momentum and use it as your trigger for adding the touchpoint survey that the team would be responsible for.

  8. Use our Recipe on Transactional Surveys to get some inspiration for drafting the content of your touchpoints, and simultaneously raise this with your CSM on your next call. They can provide guidance in the form of a project plan and offer best practice advice.

  9. Use our Campaign suite video training to find out how to set up the new campaign in the system. Ensure to fully test the campaign with internal stakeholders before setting it live.

  10. Use our resources on data management integrations to understand how the logic of the data flow needs to be adjusted in order to allow for transactional survey sending, if that is relevant for the touchpoint selected.