You’ve made a purchase after much consideration and discussion. And one day, you receive a survey asking about your buying experience. “Wonderful to see a business taking the initiative to understand its customers and fine-tune experiences”, you think.
But wait – why are these survey questions difficult to answer? They do not seem related to the product you just purchased. Or maybe, it’s difficult to pinpoint a certain satisfaction level because your experience varied across different touchpoints.
You’re not alone.
This issue is common when it comes to one-size-fits-all surveys. It can confuse your customers and lead you to inaccurate results, insights, and ultimately – poor business decisions.
But there’s a solution now – Persona-Based Surveys. By personalizing your survey questions to specific customer cohorts or touchpoints, you can gather more insightful and accurate feedback that can result in better business decisions.
In this blog, we’ll deep dive into persona-based surveys, how to create them, and how they can ultimately improve your bottom line.
The current scenario with survey feedback
Even in the age of advanced technology, businesses still utilize general surveys that are designed and intended for all customers – irrespective of their preferences, experience, or even demographics. This only leads to one major problem – inaccurate insights.
Why, you ask? Because different customer groups have different needs, challenges and experiences. A single survey with generic questions will not work for multiple personas. Your customers may struggle to answer survey questions, leading to irrelevant or vague responses.
For instance, a customer who has had a strong positive or negative experience may skew the results, or think of a customer who’s only interacted with one aspect of your business – they may not be able to provide accurate feedback on the overall experience.
But it’s more than that. The problem with such one-size-fits-all surveys is that they also lack personalization and fail to engage. Your customers are more likely to provide accurate, honest, and actionable feedback when they feel that the survey is designed specifically for them and because their opinions matter. And that’s why it’s essential to segment your surveys as per your personas and gain better results.
Persona-based Surveys is the way to go
By using persona-based surveys, you are transforming a single, generic survey into smaller, effective surveys targeted to a specific touchpoint or customer group. Here’s how it can give you accurate feedback to make better decisions:
1 . Gather accurate feedback: Assume you want to improve the online shopping experience for your customers. You would want to ask them questions related to website navigation, product images and videos, ease of checking out, or delivery options.
You wouldn’t ask them generic questions that do not apply to them, for example – their experience at one of your brick-and-mortar stores. Persona-based surveys offer you a detailed understanding of customer experience and identify specific areas of improvement.
2. Avoid biases and irrelevant data: By focusing on specific customer groups or touch points, persona-based surveys ensure that feedback comes from individuals with recent, relevant experiences with your business. This leads to feedback that is both reliable and accurate. It also helps you identify patterns and trends in customer behaviour that most definitely cannot be achieved through a generalized survey approach.
3. Engage better with customers: Another significant benefit to using persona-based surveys is their potential to foster a deeper sense of customer engagement. With personalized questions, these surveys show that you genuinely care about the customers’ opinions and experiences.
How to create persona-based surveys?
To reach out to specific customers, there should be a clear strategy in place. Here’s how you can create persona-based surveys:
1 . Identify your objectives: Establishing clear goals is the first step to creating persona-based surveys. What do you want to understand from your customers? What KPIs are you looking to improve for your business? These questions will help you understand what customer groups you want to target for your survey.
2 . Identify customer groups: Once objectives and KPIs have been identified, you can move on to identifying the customer groups that align with these objectives. This could include customers who have bought a specific product, seen a demo about it, or recently interacted with your business. It could even be customers with similar demographic parameters.
3. Create targeted questions: The next step is to create questions that will resonate with the customer group and their experiences. For instance, if you want to create a survey for customers who recently made a purchase, you can ask questions related to product satisfaction or their likelihood of recommending it. Ask questions that will give you more understanding of how to enhance the KPIs you decided on.
4. Select a survey format: The most overlooked factor of a survey is probably its format. It must align with both your objectives and the targeted audience. For quick feedback after a purchase, a brief multiple-choice survey might be the way. However, an in-depth survey could be more suited for customers who have engaged deeply with a specific product or service.
5. Analyze feedback and implement Insights: Gathering feedback is just the first step to creating a seamless customer experience. However, the most important part of this process is to analyze the feedback and data to translate it into actionable insights. You can identify areas of improvement for your business, products or services, or talk to customers directly regarding their feedback.
With persona-based surveys, you can gain valuable insights that can drive meaningful improvements in your business.
Create persona-based surveys with Kapture Insights
Create omnichannel persona-based surveys, analyze feedback for accurate insights, and optimize customer journeys with Kapture Insights. Use professionally designed survey templates and GenAI to craft intent-based surveys with a few clicks. Categorize responses automatically to gain actionable insights and effectively gauge customer experience with a robust scoring model.
