Do you have a user happiness problem?
You may notice it in your churn rates or in the comments that get left on popular review sites.
Or, you may have surveyed your users and learned about their dissatisfaction directly.
Regular user surveys are vital to keeping your finger on the pulse of user happiness. That’s because the majority of unhappy customers don’t bother to tell you there’s a problem — they just leave. Customer strategy consulting organization ThinkJar’s annual Customer Experience Study estimates only 9% of unhappy customers will tell you there’s a problem before leaving.
How do you measure — and bolster — the happiness of your users, before they simply walk away from your platform?
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Crafting a user happiness survey
Typically, a user satisfaction survey is sent to a user soon after an interaction with your company. Maybe they’ve contacted customer service or reached their first milestone with your platform. This type of survey is ideal for learning how well your company is doing in a particular area.
Surveys can help you learn not only about how satisfied your users are today, but also how likely they are to remain loyal and recommend your service to others in the long run.
This measurement is your Net Promoter Score (NPS), and it can be extremely telling. According to McKinsey’s 2014 customer experience survey, measuring the overall satisfaction of a customer journey is 30 percent more predictive of overall customer satisfaction than measuring individual interactions.
To measure your NPS, you need to regularly send out a simple survey to users that asks not about their satisfaction, but rather how likely they are to recommend your service to their peers.
Generally, this should be a small imposition on their time — otherwise you risk losing out on a large portion of your user base who might be frustrated (with, for example, a bad customer service experience) but don’t have the motivation to answer lengthy questions. Using this data, you can get a better understanding of the overall happiness level of your users.
And what should you do when your surveys tell you there’s a problem?
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Make a strategy to improve
A low NPS score is often a user success issue. When presenting survey findings to your senior leadership team and seeking funding for a project to improve those numbers, design your strategy around the idea that user happiness and user success go hand in hand.
Good training is at the heart of solving user success problems for many on-demand companies. Users who are well-trained on the platform tend to have fewer questions, fewer customer service issues and a greater level of adoption of the platform.
Well-trained users experience more success — both in the small day-to-day wins that come from having a better understanding of how to navigate the platform and in seeing their own businesses grow as a result of utilizing the platform to its fullest extent.
Whether your user surveys reveal problems with customer service, frustrations with user experience or lack of satisfaction with their results since joining your platform, a robust training program can be the key to addressing those concerns.
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Empower user success with better training
User training programs don’t need to take months to implement. Most companies already have much of the content they would need to get started. It’s just a matter of knowing how to deliver the content effectively.
Understanding how to do that is where many companies get tripped up. That’s why SchoolKeep has developed the On-Demand Training Framework, a proven methodology to help on-demand companies kickstart their training programs.
The On-Demand Training Framework consists of five parts: Define, Outline, Build, Engage and Measure. Let’s break that down.
- Define your program: Get a handle on exactly what you’re planning to achieve with your training program by developing learner personas, setting goals and defining your metrics for success.
- Outline your course: Create a detailed content creation plan for your training program. This includes selecting the topics for your content, outlining your first training and writing the script.
- Build out the course: Enter your existing training content and your new material into the delivery platform.
- Engage learners: Get your material in front of your target audience, incentivize them to take the training and ensure they remain engaged with the material throughout the course.
- Measure outcomes: Track intelligent metrics in order to iterate and optimize course material to reach your business goals.
Following this step-by-step framework allows on-demand companies to build out successful training programs with confidence, knowing the courses will empower users to have success on their platform.
While knowledge of how to create an engaging training course is critical, it’s equally important to use the proper platform. A top-quality training platform will offer you plenty of options when it comes to content delivery, white labeling and integration with your brand and data reporting.
If you have a user happiness problem, it’s time to get started down the path to correct it. Use training to empower your users and ensure ongoing success.