Gartner Research

Outcomes-Based Online Surveys (Intuit and Cisco)

Published: 02 December 2015

ID: G00339657

Analyst(s): CIO Research Team

Summary

Most companies seek to improve the online user experience by referencing Web analytics data such as page visits, click-through rates, and Web CSAT. However, this data fails to reveal why customers frequently abandon the Web channel without achieving their desired outcomes. Reference this best practice on online customer service surveys to design an online survey that reveals quick-win self-service improvement opportunities, better understand your Web site's problem areas, and drive a customer-focused Web site improvement project.

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