STEP 1: Define the Customer Journey and develop a Customer Journey Map in which you record where your customers encounter your company, your brands, your products or your services (touchpoints).
STEP 2: Define which touchpoints allow you to record customer experiences through surveys. Select the type of survey that fits best with each touchpoint and create the appropriate surveys.
STEP 3: Conduct continuous customer surveys at the defined touchpoints and collect this data centrally. Automated surveys make this possible with very little effort.
STEP 4: Analyse the collected data to understand the degree of positive vs. negative experiences at each touchpoint. Where are the opportunities to optimise? Where are your most positive customer experiences?
STEP 5: Implement a plan to optimise each touchpoint and then measure if those changes are actually effective over time.