Improving customer experience in feedback and surveys to generate measurable insights with Mat Wylie

On this episode of Now that’s Significant, a Market Research Podcast, Michael Howard, the head of marketing at Infotools is joined by Mat Wylie, CEO and founder of Customer Radar, a customer feedback and reputation management platform. We discussed the issue of how much we actually know about our customers (both internal and external), and how we can know far more if we approach feedback and surveys with a greater emphasis on customer experience. This discussion covered: - The vital role that CX plays in both customer feedback and market surveys. - We discussed the role of feedback and surveys, and how the former can be used to help drive the latter, plus some guidance on when to ask for feedback versus asking a survey. - Mat shared some best-practices around feedback and survey design, which help lift the overall level of customer experience. And this is perhaps best summed up by ensuring we’re respecting people by asking only what we need to take a specific action. - And we finished off with some of the benefits brands can expect when they get customer feedback and surveys right.  If you want to check out more about Mat and what his team offers, check out www.customerradar.com. We hope you enjoy the show.