Associating survey data to customer files or ensuring anonymity - is there a happy medium?
If you're trying to measure customer experience, one of the most important things to consider is how you plan to use the survey results. It is possible to associate results with customer files (automatically, by integrating them with the CRM, or manually, by asking customers to enter their contact information) or to simply keep the results anonymous.
Let's look at the pros and cons of each:
Associating results with customers
- + Centralized customer data sources
- + Option to use survey results to personalize products and services or for automated marketing purposes
- - Greater risk of receiving censored answers
- - Risk of higher abandonment rates
Maintaining customer anonymity
- + Higher likelihood of receiving honest, uncensored answers
- + Stronger probability of higher response rates
- - Fewer options for follow-up actions
As you can see, the benefits of one method are the drawbacks of the other. Ultimately, the choice you make needs to be guided by the main internal use that you have in mind.
There is a way to get the best of both worlds by using a hybrid approach, where customers can accept or refuse to have their answers associated with their file. This can be applied systematically or only when certain situations arise (e.g. the customer is dissatisfied), so that appropriate follow-up measures can be taken. This win-win approach is a surefire way to make the most of your survey results.
Regardless of the approach you opt for, the most important factor remains the same: transparency. You must always let customers know whether their answers are going to be anonymous or associated with their customer file.