TechValidate Research on SurveyMonkey GetFeedback (Digital)

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GetFeedback Case Study

China Southern Airlines

Introduction

This case study of China Southern Airlines is based on a July 2020 survey of GetFeedback customers by TechValidate, a 3rd-party research service.

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“The UX team and Sales Requirement Management in the Sales department uses GetFeedback. We help the product team get feedback quickly through campaigns on the app channel. GetFeedback is cost-effective and quick and easy to use.”

Challenges

The business challenges that led the profiled company to evaluate and ultimately select GetFeedback:

  • Main reasons they are using GetFeedback:
    • A lack of an understanding of customers
    • Need for an automated/programmatic way to send out surveys
    • Difficulty taking action on feedback
    • Challenges connecting feedback data and customer data
    • A desire to continuously collect real-time feedback across multiple channels (email, web, in-app, etc.)
  • Top business challenges GetFeedback has helped them to address:
    • A need for a better understanding of what’s impacting retention rates
    • A need to connect feedback to individual customer profiles

Use Case

The key features and functionalities of GetFeedback that the surveyed company uses:

  • GetFeedback products they are currently using:
  • GetFeedback Digital (website and app)
  • How they are using GetFeedback:
    • For product experience and development improvement
    • For support experience
    • To capture customer loyalty
  • Confirmed that it took them over 6 months to get up and running with GetFeedback.

    • Results

    The surveyed company achieved the following results with GetFeedback:

    • Level of agreement that GetFeedback enables them to:
      • delivers the fastest time to value in the market: agree
      • is easy to use: strongly agree
      • integrates easily with many other technology solutions: agree
      • makes feedback actionable: agree
      • allows you to analyze feedback across multiple channels easily: strongly agree
    • Confirmed that since using GetFeedback, they can take action on customer feedback in weeks vs. months.
    • Improvement realized in the following metrics since leveraging GetFeedback:
    • Response Rates: Notable improvement
    • CSAT (Customer Satisfaction): Improvement
    • CES (Customer Effort Score): Minimal improvement
    • NPS (Net Promoter Score): Improvement
    • Retention Rate: Improvement

    Company Profile

    Company:
    China Southern Airlines

    Company Size:
    Large Enterprise

    Industry:
    Financial Services

    About Usabilla

    SurveyMonkey is an online survey development cloud-based software as a service company. SurveyMonkey solutions make it fast and simple for organizations to collect feedback and share insights, so they can provide better experiences for their customers, employees, prospects, and communities.

    Learn More:

    SurveyMonkey

    Usabilla

    Source: Jessie Chen, Product Manager, China Southern Airlines
    Validated
      Published: Nov. 22, 2021   TVID: 0E3-553-693




    About This Data

    This data was sourced directly from verified users of SurveyMonkey GetFeedback (Digital) by TechValidate.

    TechValidate verifies the identity and organizational affiliation of all participants that contribute to published research data. When research participants so desire, we also guarantee their anonymity so that they may share information honestly and freely.


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