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Due to changes in customer behaviour - an increase in the adoption of tablet and smart phones primarily - a leading Retail Brand needed to update their Customer Experience surveys to maximise engagement, and to account for changes in technology and software.
With a clear objective, aura’s team of in-house experts analysed the types of devices used to share feedback through routed, online questionnaires. Findings revealed that two years ago a mere 10% of consumers were using smartphones and tablets to complete Customer Experience surveys, however, the latest statistics reported a 55% engagement across these same mediums.
This marked increase in the use of tablets and smartphones as a feedback mechanism highlighted a need to implement the latest in Responsive Web Design (fully adjusts size and layout to device used). This was to maximise compatibility across the most popular browsers and Operating Systems (OS), including iOS, Android, Safari, Chrome, Edge and so forth.
Coupled with re-designed email invitations to reflect the Brand’s CI and continued focus on social media channels, the fully optimised templates were well received by Retail consumers. Figures revealed a nigh on 10% increase in engagement from smartphone and tablet users, which contributed to an overall increase in completion rates. This positive impact has been well received and helped garner overall response rates in excess of 60%.
aura’s unique approach to continually changing consumer behaviour allowed the client to improve and capitalise within their Customer Experience, delivering a better UX while attributing additional feedback to their Customer Experience programme and CE Portal, Supersite.