Generally a customer’s perception of your company will not change as they are merrily walking down the street. Pros and Cons of Transactional Feedback Pros Measures the points at with a customer’s perception changes Neither approach is right or wrong and both have their advantages. Relationship surveys are longer (20 or more questions) and rely on getting more information from each customer to be successful. They rely on a high number of responses and lots of qualitative data in order to be successful. Transactional surveys are very short often just 2 or 3 questions. On the other hand, Relationship (or top down) surveys occur on a regular timeframe: say monthly, quarterly or annually. This could be completing a sale, receiving an invoice, contact a service centre, etc. Transactional (or Bottom-up) surveys occur shortly after a customer has interacted with your organisation. How likely are you to recommend us to a colleague or client on a scale of 0 to 10? What is the Difference Between Relationship and Transactional Feedback In contrast, Relationship customer feedback surveys occur at regular intervals in the customer relationship and ask about the customer’s overall satisfaction with the organisation. e.g.īased on your recent product delivery, how likely are you to recommend us to a friend or colleague on a scale of 0 to 10? What is Relationship Feedback? Normally in this approach you will directly reference the transaction in the survey question. Typically this will be at one or more of your customer touch points and can include: Transactional customer feedback is generated when you survey the customer after each interaction or transaction with your organisation.
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