Lots of companies administer surveys for customer feedback but most of those lack the ingredients needed to take action. Align your questions with business outcomes that impact the bottom line. Includes Top 10 Signs your Questionnaire Needs Help.

1. Collecting the Right Feedback with Strategic
Questionnaire Design
SAM KENINGER
Director of Product Marketing,
Medallia
STEVE BERNSTEIN
Principal,
Waypoint Group

2. Medallia & Waypoint B2B Webinar Series
Getting the most from your CX programs
Part 1: Engage Your Sales Force in Improving the
Customer Experience (Recording here)
Part 2: Accelerate Customer Success with
Effective Governance (Recording here)
Part 3: Financial Linkage: Turning Insight into Action
Throughout Your Organization (Recording here)
TODAY: Collecting the Right Feedback with Strategic
Questionnaire Design (Recording here)

3. © 2014 Waypoint Research Group, LLC
Relationships == Loyalty
Relationships are the “Space Between”
Pre-Sales
Sales
Process
Implement
Use /
Support
Next Phase /
Cross-sell

4. © 2014 Waypoint Research Group, LLC
 Pitfalls
 Tips and Tricks
 Framework
 Process
Setting Expectations: Am I Going to Get a “Best
Practice” Questionnaire from this Webinar?

5. © 2014 Waypoint Research Group, LLC
Your Questionnaire Is the Face of Your Program

6. © 2014 Waypoint Research Group, LLC
Your Questionnaire Is the Face of Your Program:
Who is Showing Up?

7. © 2014 Waypoint Research Group, LLC
10. It is signed by the CEO
9. It treats all respondents the same
8. It asks the same question several different ways
7. It is worded from your perspective, not theirs
6. It strays from a “customer experience” objective
5. It fails to establish WIIFM
4. It doesn’t proceed in a logical flow
3. It doesn’t appropriate set expectations about “investment”
2. It comes from “donotreply”
1. It asks the customer to provide information that you should know
10 Signs That Your Questionnaire Needs Work

8. © 2014 Waypoint Research Group, LLC
Step 1: For Whom Does the Questionnaire
Serve?

9. © 2014 Waypoint Research Group, LLC

10. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights

11. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights
 REALITY: The key is getting the right
information from the right people at the right
time

12. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights
 REALITY: The key is getting the right
information from the right people at the right
time
 Myth: 2-3 Questions is the ideal length for
an online B2B survey

13. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights
 REALITY: The key is getting the right
information from the right people at the right
time
 Myth: 2-3 Questions is the ideal length for
an online B2B survey
 REALITY: Expectations of time and WIIFM are
proven to be larger contributors

14. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights
 REALITY: The key is getting the right
information from the right people at the right
time
 Myth: 2-3 Questions is the ideal length for
an online B2B survey
 REALITY: Expectations of time and WIIFM are
proven to be larger contributors
 Myth: An effective survey will help me drive
the right actions

15. © 2014 Waypoint Research Group, LLC
Myths and Realities of Survey Design
 Myth: Surveys are the key to gaining
insights
 REALITY: The key is getting the right
information from the right people at the right
time
 Myth: 2-3 Questions is the ideal length for
an online B2B survey
 REALITY: Expectations of time and WIIFM are
proven to be larger contributors
 Myth: An effective survey will help me drive
the right actions
 REALITY: Surveys are a conversation starter
and won’t provide root-cause on their own

16. © 2014 Waypoint Research Group, LLC
Best practices in Strategic Account Engagement
(Objective = Trustworthy insights)
1. Initial positioning
2. Active recruiting
3. Delegated recruiting
4. Update Campaign
5. Pre-note
6. Invitation
7. Reminder #1
8. Personal outreach
9. Final reminder
10. Demonstrated listening
Result:
Trustworthy insights from 60%+ response rates

17. © 2014 Waypoint Research Group, LLC
Big jobs usually
go to the men
who prove their
ability to
outgrow small
ones.
~ Ralph Waldo Emerson

18. © 2014 Waypoint Research Group, LLC
 EXEMPLIFIES the customer experience
 Collects data that drives ACTION
 Shows RESPECT for the respondent
 STRENGTHENS relationships with your customers
EARS: A Questionnaire Must Be A Good
Listener

19. © 2014 Waypoint Research Group, LLC
• Response
• Role
• Recommend / Renew
• Fit
• Engagement “Ladder”
• Quality Overall
• Value for investment
• Ease of Business
• Success creation
Journeys
Relationship
Strength
Relationship
Elements
Experiences
Touchpoint Performance
Purchase Model-based Questionnaire design
Need for Contact

20. © 2014 Waypoint Research Group, LLC
No Religion: B2B is Complex
EXAMPLES:
 How likely would you to be recommend if you were in a position
to do so?
 Should a colleague ask you to make a recommendation, how
likely would you be to recommend [Company]?
 How likely would you be to recommend renewal, should a
colleague ask you to make a recommendation?

21. © 2014 Waypoint Research Group, LLC
1. Acquire your internal audience
 Are they interested?
 Are they prepared to act?
 What do they want to learn?
2. What business questions are you
trying to answer?
3. What commitments can you make
to the customer?
4. Try it out in a limited scope
5. Refine business questions and define
the analysis process
6. Acquire data, link to operational and financial data, and
execute improvements
7. Tell everyone what you did!
Next Steps

22. Help all levels
drive response
rates

23. Keep feedback
top-of-mind with
mobile apps

24. Focusing on the whole account story
Track who’s
happy, who’s
not, and who’s
gone silent

25. © 2014 Waypoint Research Group, LLC
Complimentary
Expert Assessment & Recommendations
Steve Bernstein
Founder & Principal Consultant
steveb@waypointgroup.org
408-673-2211 ext 11

26. Questions
SAM KENINGER
Director of Product Marketing,
Medallia
STEVE BERNSTEIN
Principal,
Waypoint Group
SteveB@waypointgroup.ORGsam@medallia.com