Data: it can be a confusing and intimidating concept, but it really doesn’t have to be. You have customers, and those customers have names and email addresses – and there you have the basis of your data feed. Theoretically, you could start surveying based on just that information, but that would be a missed opportunity. You want your data feed to be as rich as possible to optimize your analysis of the survey results. And crucially, you should be surveying the right people.
Who should you survey?
First things first – you are surveying individual contacts, so try to avoid “firstname.lastname@example.org” email addresses. For each customer you should have multiple contacts and ideally you should have contacts at different levels of the organization: operational, tactical, and strategic/C-level.
Read more about the importance of surveying different contacts within one organization in our blog post Why "Voice of the User" is not "Voice of the Customer" in B2B.
What information should you include in your datafeed?
Your data feed should allow you to:
1. Identify the individual contact you are surveying so that you can personalize the survey invitation and get in touch with a contact based on their survey response.
- Customer number
- First name
- Last name
- Email address
- Phone number (for SMS surveying, the format should not contain 00 or +. Example of a UK phone number: 442012345678)
- Language (see Language Codes)
- Country/State/Area/City (see Country codes)
2. Identify who that contact is inside their organization so that you can gauge their influence and by extension the weight of their opinion.
- Job position
- Job level
You’ll be able to find this information again in the Customer Details page of a survey response – so you can get in touch with your contact right away if necessary:
3. Identify the type of organization, and how important they are to you.
- Company number
Uploading the company that each contact belongs to allows for very useful analytics:
4. Identify who owns the customer inside your organization – who is the feedback for?
- Agent/Account manager
- Agent Email
You’ll be able to filter the results by this information, and compare results from different segments:
5. If you might want to survey your contacts based on specific transactions or touchpoints (i.e. a new purchase, a support call, etc), your data feed should include information to identify the transaction and its details.
- Order number
- Order value
- Order date (YYYY-MM-DD)
- Purchased product
Please note that not all data fields allow for filtering in the tool. Some fields which cannot be filtered are:
If you’ve got your data ready, find out how to upload it:
Attached you will find a number of data models suitable for uploading data to CustomerGauge, as well as detailed data lists which include a description of each field.
If you have a Business or Enterprise system, the Business/Enterprise Transactional data model is suitable for new survey records.
The Business/Enterprise Historical data model is suitable for uploading results from previously conducted NPS surveys.