The Case for Using Dashboards to Decode Survey Data
Businesses rely on online surveys to collect firsthand information from their customers and employees, so they can make decisions that positively shape their customer and organizational strategies. However, data is only as powerful as the insights you are able to draw from it. If your insights are weak or unfounded, you won’t be able to exercise the sort of sound decision making that positively impacts companies.
The best way to gain valuable insights from your surveys is to break your results down into smaller parts. You have to take a closer look at certain metrics and points of view that are important to your organization to understand the big picture. Simply viewing your survey feedback in the aggregate won’t provide you with a deep enough look into underlying issues. That’s where survey dashboards come in. Dashboards allow you to quickly break down your data, so you can see it in finer detail. With dashboard filters you can instantly zero in on your key performance indicators (KPIs) on a single screen and populate real-time results for distribution throughout your organization without the hassle of creating multiple, separate reports.
Essentially, survey dashboards can help you easily analyze your survey feedback, conveniently distribute pertinent results to the appropriate groups within your organization, and help your organization make better decisions. Here is how to get started:
Determine KPIs for your dashboard: There are countless ways to break up and manipulate your survey results. In order to actually derive actionable insights from your feedback, you need to decide what performance indicators your organization wants to track. It’s critical to establish KPIs even if you don’t have survey dashboard technology. Your KPIs show you how you are progressing toward your overall goals. For example, if your goal is to increase your customer loyalty, you should make net promoter score (NPS) a KPI. If your goal is to increase customer service, you should make customer service satisfaction levels a KPI.
Segment and filter your results: Segmenting and filtering your data are two powerful features of survey dashboards. Once you have set your KPIs, you can begin to do a thorough analysis. For example, if you’re tracking your customer service satisfaction, you will want to see how responses vary across different geographic areas, so you can zero in on those corresponding customer service representatives at your organization. With segmenting, you can create different data groups for each different geographic area. Once you have different segments, you can begin to filter your results based on your chosen criteria. If want to see the satisfaction levels of customers in the Northeast who had their problem resolved by your customer department, you would simply select your Northeast segment and filter responses to only show those customers who reported having their problem resolved.
Track historical results: Instead of manually combining data from past surveys and then comparing it to your most recent survey, historical dashboards allow you to instantly compare feedback over time. This is an easy way to track improvements and trends. It’s a way to judge the effectiveness of any changes you have made in your organization. It will help you determine whether your changes have made positive impacts or if you are still struggling in key areas.
Tie KPIs to ROI: Sophisticated survey technology will have the functionality to integrate your customer relationship management software into your survey results. For example, if you want to see how NPS is affecting sales, you can view the historical data for both metrics and see how they have progressed. If you notice a certain segment that has a weak NPS, you’ll know where to improve your sales efforts. Tying your KPIs to measurable ROI metrics gives you the visibility you need to see how your feedback-based decisions are impacting your bottom line.
Distribute Real-Time Results: Another benefit of dashboards is that they allow you to view your survey results in real-time. This is important because it provides your organization with the information it needs to make agile business decisions. For example, if you see a sharp decrease in employee satisfaction across a specific department, you will be able to address the issue and stave off any major threats to retention. Additionally, dashboards enable you to show executives at your organization the results on the fly. You can individualize the data based on what they are interested in seeing and provide them with a report instantly, rather than creating several time-consuming Excel spreadsheets.
Dashboards are a very useful reporting mechanisms. They can help your organization delve deeper into the data and zero in on performance indicators, areas for improvement, and key trends. By gaining a more complete look into your organization you will be able to make decisions that improve customer loyalty, increase employee retention and help generate more revenue.
If your organization wants to implement an effective survey program that produces actionable insights, but doesn’t have the resources or expertise to devote to creating and managing it, find out how the Cvent Web Surveys Professional Services Group can help. Our Professional Services Group can take over any part of your survey, no matter how big or small, and lend their expertise to help design your survey, collect data and provide advanced analytics and custom reporting.