Objective:
In this How-To, we will learn about how to run a Survey Outcomes Report to analyze data after a survey has been sent. We will explore the following topics:
- How to run a Survey Outcomes Report
- How to create a one-off campaign using survey data to retarget customers based on responses
Once you have sent a survey out to your chosen audience, it’s important to analyze the results for trends and vital feedback. Today, we are going to look at exactly how you can find out what responses you received on a survey, along with how you can use those responses to send follow-up communications.
Survey Outcomes Report Settings
Those of you that are familiar with Core iQ’s reporting apparatus will feel right at home within the Survey Outcomes Report. While we won’t break down every setting within this report, I want to highlight a few key dropdowns that can help you segment your responses and surveys.
- SENDING EMPLOYEE
- This dropdown works similar to the way that it does in other outcomes-based reports within Core iQ. Using this dropdown menu allows you to filter based on the sending banker for each survey sent by your financial institution. If you choose to use a survey that leverages merge fields based off of banker information (Banker Name, for example), remember to send it on behalf of the Assigned Banker. The Sending Employee field only represents the banker whose information may have been merged into the survey if merge fields were present.
- SURVEY
- This menu will allow you to select the individual survey(s) that you want to view. These can be either Active or Inactive surveys, and you can input as many surveys into this area as you would like. Selecting an individual survey allows you to isolate the individual responses that might be most important to you. Additionally, selecting an individual survey will include all responses that were submitted, regardless of whether a question was edited or deleted after the survey was sent. If you were forced to make an edit to a survey after it was sent, this is the best place to aggregate your response data.
- ACTIVE SURVEY QUESTIONS
- This menu allows you to select one or more survey questions to run the report on. We designate ‘Active’ survey questions as those that are currently in a survey template, whether that template is marked as Active or not. Core iQ will aggregate all of the responses to that question over every survey which it was sent out on if it is a Standard Bank question. This is great for analyzing trends in data over time, especially if you are using an annual survey that is collecting data from the same customers every year. You can also use this area to isolate customer responses to a single satisfaction rating question or other NPS-related data in order to assess your customer’s overall happiness with your financial institution over time. One thing to be aware of for Custom questions is that this area will only pull responses to the distinct version of the question you are selecting. This means that if edits were made to that question, you will want to add all versions of the question to ensure that you have all relevant data. You can use the next area, Inactive Survey Questions, to find any previous iterations of your question to add to your report. If you only add the Active version of the survey question, you might be missing previous responses.
- INACTIVE SURVEY QUESTIONS
- Within this menu, you will see any questions that are not actively associated with a survey but have responses associated with them. This means that if you modified or deleted a question that had received customer responses, it will be present within this area. If you are forced to make an edit to a LIVE survey and want to pull data from a single question, you will want to find both the Active and Inactive versions of your question to collect all the relevant information.
Turning Survey Responses into an Actionable Campaign
Gathering all of this data is very important, but the question remains of what to do with the data after you have reviewed it. Core iQ is the perfect platform for taking response data from a survey and turning it into actionable communications with customers. As we mentioned above, Core iQ surveys allow you to look at response data over a single survey or trends of data over several surveys. This means that you can easily pull a report for, say, an NPS rating question and use the Survey Outcomes Report to filter down to only the NPS questions within a series of surveys. Once you have the list of every customer who has given you an NPS rating sending a campaign is as easy as clicking the Convert to Campaign button.
Once you click the Convert to Campaign button, you will be shown a popup window that will allow you to name your campaign, assign an Approved template, and select the sending banker and assigned status. As always, we recommend using either the Pending Approval or Reviewed and Approved status for these types of communications. Once you have assigned your template and sending banker, you can review the costs and add filters.
Core iQ will aggregate all of the responses and then output an estimated cost for sending out the campaign. At the top of this Campaign screen, you can choose the date and time that the communication will be sent to your chosen audience. Then, you can use the Additional Filters area to filter that audience down to only those that gave you a high or low rating. To achieve this, you will want to set the first field to Responses, which will key off of all the relevant response data. We recommend using this to only filter off of a numeric field or one with predefined text answers only. For a rating of 5 or lower, we would set the second field to Less Than or Equal To and the final field to 5. This will only pull in customers that responded with a 5 or less on the survey question. If you choose to trigger a follow-up question based on this same rating, you could have just pulled your Survey Outcomes Report based on those who answered that question.
Once you have filtered down your audience to the correct segment, queue up your communication by clicking the Finalize Now button. This will place the campaign into your queue and in the case that you marked it as Reviewed and Approved, Core iQ will send the communication on the responsible banker’s behalf. If not, then it will queue the communication up for approval before being sent out to the targeted audience. Please be aware that if you have used this campaign template within 14 days of the time you specified at the top of this page, Core iQ will exclude anyone who has previously received it.