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Customer Experience Survey Strategy & Implementation

AgencyU.S. Department of Health & Human Services (HHS)Op/DivOffice of the Assistant Secretary of Public Affairs (ASPA)URLhttps://www.hhs.gov/ServicesStrategic planning and design of the CX survey, Technical implementation of the survey in Qualtrics, Advanced tracking and data collection mechanisms, Comprehensive analysis of survey results, Development of interactive dashboards for ongoing monitoring and insights.Share
Customer Experience Survey Strategy & Implementation

Introduction

Project Context: The U.S. Department of Health and Human Services (HHS) sought to deepen their understanding of the customer experience (CX) through strategic surveys. Analytics Logic was tasked with developing, implementing, and analyzing a comprehensive CX survey strategy using the Qualtrics platform.

Challenges

Identify Key Challenges: Understanding customer experience in-depth presented several challenges:

  • Difficulty identifying specific steps in the customer journey that caused frustration or satisfaction.
  • Inadequate feedback mechanisms to capture comprehensive customer insights on content and usability.
  • Lack of actionable data to drive improvements in customer interactions and satisfaction levels.

Solutions

Solution Implementation: Analytics Logic developed a holistic CX survey strategy encompassing:

  • Survey Design and Implementation: Leveraging Qualtrics, the surveys were designed with advanced flow and logic, incorporating user attributes data (UA) ingestion and custom messaging.
  • Deployment and Tracking: Custom tracking was integrated to allow dynamic survey modifications, including cookie management and Google Analytics events.
  • Data Analysis and Dashboard Creation: Post-survey, the data collected was analyzed to derive actionable insights. Interactive, customizable dashboards were built using Google Data Studio and Tableau to visualize the results and track new KPIs like customer satisfaction rates.

Team Expertise: The project was managed by experts in CX strategy and digital analytics, ensuring that every phase from survey design to data analysis was executed to the highest standards.

Services Rendered

  • Strategic planning and design of the CX survey,
  • Technical implementation of the survey in Qualtrics,
  • Advanced tracking and data collection mechanisms,
  • Comprehensive analysis of survey results,
  • Development of interactive dashboards for ongoing monitoring and insights.

Results

Measurable Outcomes:

  • Creation and implementation of a sophisticated CX survey that captured detailed customer feedback across multiple touchpoints.
  • Development of new KPIs such as Satisfaction Rate, providing HHS with tools to measure and enhance customer experience continually.

Client Benefits:

  • Enhanced understanding of the customer journey, identifying both pain points and areas of excellence.
  • Empowered HHS to make informed decisions to improve content, site usability, and overall customer satisfaction.

Conclusion

Summary of Success: Analytics Logic’s CX survey strategy has transformed HHS’s approach to customer feedback, enabling them to harness detailed insights to refine and enhance the customer experience.