QuestionPro: How the Survey Software Leader is Humanizing Online Support with New Approaches to Customer Engagement

QuestionPro: How the Survey Software Leader is Humanizing Online Support with New Approaches to Customer Engagement

TL; DR: Most of us have experienced the impersonal face of online support tickets and feedback forms, filling them out only to feel marooned in an endless queue of requests. QuestionPro is changing the game when it comes to how businesses are interacting with their customers. The survey software leader’s new feedback capture solution morphs forms into conversations to optimize online engagement. The tool allows businesses to create customized logic funnels that directly address customer concerns, offering a personalized touch to communication. With an intuitive, centralized interface and powerful analytics to help drive business decisions, QuestionPro’s new approach is pioneering how businesses talk to their audiences online.

Customer experience has undoubtedly become a central issue in the modern business landscape. In fact, studies show that by 2020 customers will place a higher value on experience than on price and product. As a result, businesses are scrambling to find solutions to optimize how they’re interacting with their audiences.

Today, the vast majority of businesses have implemented basic personalization strategies. And, with 89% of customers refusing to return to a business after experiencing poor service or support, it’s no wonder so many organizations are zeroing in on how they’re engaging their audiences.

Thanks to its decade-long history in the survey software space, QuestionPro knows how to gather feedback. The company is now pioneering a new way for businesses to interact with their customers — it’s an approach that humanizes feedback capture, turning forms into conversations.

“When you’re taking a regular survey — answering questions, filling in bubbles — it’s reminiscent of taking a test in high school,” said Lindsey Rapose, QuestionPro’s Product Manager. “It’s not exactly the fondest memory I’d want to bring back. We wanted to offer something more personal.”

Lindsey Rapose's headshot and QuestionPro logo

QuestionPro’s Lindsey Rapose told us how Conversational Forms lets businesses offer richer customer experiences.

QuestionPro’s new Conversational Forms software revamps form filling into an activity more akin to talking to a real person. The new solution makes customer support and data entry easier, quicker, and — most importantly — more enjoyable.

“Whether it’s filling out forms for opening a bank account, sending feedback on a product, or answering customer support questions, the focus is on putting a human face to the process,” Lindsey said. “You answer a few questions and the conversation leads to the answers you’re looking for.”

This personalized approach, coupled with an intuitive UI and an effective analytics suite, is helping organizations seamlessly capture feedback, drive better business decisions, and provide optimal experiences for customers engaging with their brands.

Turning Forms into Conversations to Personalize Feedback Capture

The customer-facing chat bubble users interact with on a site’s frontend provides a communicative feel, Lindsey told us. It’s not just text on a screen. There’s an expressive chatbot avatar actively talking to you.

“When we demoed the software internally, one of the primary highlights was just how engaging it was,” Lindsey said. “It was conversational. You didn’t feel like you were taking a survey, you felt like you were having a conversation.”

Similar in appearance to chat boxes found on iOS and Android media, the chatbot stays present as users navigate a site, ready to interact when the customer wants to. The bot may even be initiated upon visits to specified pages, so as to measure engagement on separate sections of the site. The chatbot will ask the visitor a set of questions — dictated by rather complex logic rules — as if it were a real person, and invalid answers are met with a polite response from the bot to re-enter the correct information.

Screenshot of Conversational Forms backend and customer-facing form

Businesses can tailor question logic in Conversational Forms so customers feel like they’re talking to a real person.

Conversational Forms works similar to support chat widgets but with the added benefit of automation. This way, customer concerns can be addressed immediately, even when no support staff is available. This can dramatically reduce the time it takes to respond to customer concerns, which can sometimes take hours or even days when the process is done manually.

“The old way involved going to a support page, filling out a form, and waiting,” Lindsey said. “Meanwhile, you think to yourself, ‘I’m still sitting here, with the problem still going on.’”

QuestionPro’s solution solves this common customer plight. Even if customers know they’re speaking to a bot, they can still potentially find resolutions without the need to be routed to a representative. According to Lindsey, a major appeal to this approach is “the perception that you’re being responded to immediately, that someone is taking this issue head on right now.” Using a bot to fill out forms, gather engagement statistics, and address customer concerns takes the guesswork out of the equation, for both the enterprise and the end user.

An Intuitive Centralized Interface to Develop Customized Interactions

QuestionPro’s dashboard offers a multitude of customization options to make engagement with the bot as personal as possible.

“It’s very customizable, from the color palette to adding a logo, and even the avatars available,” Lindsey said.

When creating a new form, admins can start from scratch or choose from a template — including designs for customer experience, lead generation, and net promoter scores. The Preview option allows them to demo a selected template, so they have a better idea of what the end user will experience.

Forms are viewable in two modes — Workspace and Design. Questions can be added through the Workspace pane, while Design allows the user to customize the form in a way that is aesthetically pleasing to viewers. Current design options include themes, colors, and avatars, with a visual Preview pane.

Screenshot of the design tab in the Conversation Forms UI

The intuitive UI offered by Conversation Forms makes refining customer interaction points simple.

With customized color and logo coordination, a conversational form will look right at home on the target site. Admins can implement embedded functions, such as storing the variable that corresponds to an end user’s entered name and then remembering that name in subsequent questions — just as a human would.

QuestionPro’s extensive branching logic library also allows for intelligent interaction between man and machine. Survey paths correspond directly to how the end user interfaces with the bot, and irrelevant questions may be skipped depending on how previous questions are answered.

“Users are more interested in giving the information because it’s done in a way that’s similar to how people already navigate the world,” Lindsey said.

Showing tailored information and intelligent question logic illustrates to the end user that the organization using the bot truly cares about their opinions and concerns. It lets customers know a business has taken the time to design and implement a visually appealing and quasi-artificially intelligent bot that responds to input in meaningful ways.

Analytics Break Down Results & Promote Data-Driven Business Decisions

Surveys can collect a wide variety of statistics, including the net promoter score, which measures the willingness of customers to recommend a company’s product or service to others. Used to gauge overall satisfaction and loyalty metrics, the net promoter score is one of the most important pieces of analytical data to a marketing team.

“We offer a dashboard where you can see where people are answering, how long it’s taking them, and how many have started compared to how many have completed,” Lindsey said.

Screenshot of the Conversation Forms analytics dashboard

Conversation Forms comes complete with powerful analytics that provide valuable insight into customer behavior.

By providing direct insight into customer satisfaction, net promoter scores and other data help businesses make informed decisions regarding which products to promote and how to do so. Lindsey told us the powerful analytics tools that come with Conversational Forms are helping businesses predict consumer behavior and and guide business decisions.

“We’ve got a lot of customization with our analytics,” she said. “That’s the main value we bring over competitors. A survey’s no good if it’s not collecting useful data.”

On the QuestionPro platform, there are more than 40 question types, and results can be sorted to gain insight on which questions give the best feedback. Smart data collection and analysis leads to smart decision-making. Businesses benefit by driving revenue based on product and site feedback, and by optimizing sites for speed and to rid them of technical issues that customers bring to light. Intelligent feedback also provides benefits in the latter stages of customer engagement, such as post-purchase, when customer issues can be immediately addressed by a conversational bot.

New Edit and Take Survey Features Continue to Optimize Engagement

QuestionPro understands the increased value today’s consumers are placing on experience, and the company shows no signs of slowing efforts to help businesses optimize their engagement strategies to keep customers coming back. Continuing its tradition of innovation, QuestionPro is enhancing some of its offerings and turning them into new solutions.

“We’ve just released a new redesign of our edit experience,” Lindsey said. “We’ve lightened it up to make it easier to use.”

Previously, options were displayed to the right, fonts were heavy, and boxes were darkly shaded. The redesign makes editing a survey easier by providing a cleaner dashboard and by allowing the designer to add more customized questions.

This year, QuestionPro also plans to implement its Take Survey solution, which lets users test surveys prior to posting them to the site to see exactly what the participant sees. Permitting users to recreate and relate to the visitor perspective leads to a greater understanding of the customer’s willingness to engage with the bot and adds to the overall site experience.

For businesses to stay relevant in the modern experience-centric environment, they need to leverage tools and analytics that lead to ideal customer interactions with their online touchpoints. No matter the industry, companies can benefit from QuestionPro’s intuitive survey and form-filling solutions. Through the use of its innovative Conversational Forms, businesses can craft richer, more enjoyable journeys for customers on their way to conversion.

Sean Garrity

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