Companies have ever been concerned about customer experience.
First format I can recall is the suggestion box sticked to the wall. You could take a piece of paper and write down what went wrong, suggest improvements or even compliment a specific employee or service. Those papers were regularly collected and eventually tabulated for further analysis.
Then there were some paid surveys, people hiring others at the streets as they were passing by, for explicitly testing new products or services. This format required more dedication on trying and answering specific questions in a controlled environment, and was completely guided by the product/service owner.
The most interesting one is called hidden customer, or mystery shopper. This is basically implemented by companies to check the level of quality and standard for their products and services. It consists in hiring and guiding people to behave in a specific way when shopping at a given place, while they must register and report their experiences.
Finally others, with much less insights, suddenly pop up all around physical stores such as a terminal with four faces so you could just vote for their service, while in-store or leaving a specific area. They were even placed at bathrooms to assess cleanliness. ?
And of course, not mentioning the e-mails asking for online feedback on goods and services, mostly pushed by market places such as Amazon.com.
All of them serve different strategies and purposes, but at the end of the day, how much it takes to collect, organize and leverage customer experience data, cross it with the operational data, and take the best decision at the right moment?
SAP went ahead and acquired Qualtrics in 2018, envisioning a new fuel for the companies, called X+O: experience and operational data working together for better results.
Of course that, also at the SME space, we got all the right tools to go for it along with our innovative partner’s ecosystem.
It's now time to check X+O running live!
ALFA Sistemas, a Brazilian SAP Business One partner and their passionate customer Impecável, from Rio de Janeiro, built their first customer experience real-time dashboard leveraging the power of Qualtrics (X) and SAP Business One (O): customers' feedbacks flow real-time from Qualtrics to the SAP Business One, version for SAP HANA, where the data is crossed with operational data and transformed into ready-to-consume dashboards and KPI’s available at the manager's Cockpit.
With that, Impecavel’s management team got real-time customer’s satisfaction visibility on every and each store, and can now take immediate action over complains or suggestions while measuring the short and mid-term impact on sales. They can also evaluate the reactions over different store layouts and product-mix effectiveness by region.
There’s a long list of advantages they take from the X+O and this is fuelling them to the next level, really putting the customer at the center of every single decision.
Enough of business, let's jump into the tech side and see how it's done.
We basically need three pieces working independently together:
//End-point called by qualtrics webhooks
app.post("/", function(req, res) {
// loop to avoid duplicated calls with the same ResponseID
if (responseID != req.body.ResponseID) {
responseID = req.body.ResponseID;
} else { return };
//Get Survey response and post to B1
QUALTRICS.EventSurvey(req.body, function(error, resp) {
if (error) {
console.error("Error - " + error);
res.send(error);
} else {
var jsonResponse = JSON.stringify({ surveyresp: resp });
res.setHeader("Content-Type", "application/json");
res.status(200).send(jsonResponse);
}
});
});
function EventSurvey(eventData, callback) {
console.log("Qualtrics Event Data: " + JSON.stringify(eventData));
var uri =
"https://" +
process.env.QUALTRICS_TENANT +
".qualtrics.com/API/v3/surveys/" +
eventData.SurveyID +
"/responses/" +
eventData.ResponseID;
//Set HTTP Request Options
var options = {
uri: uri,
headers: {
"X-API-TOKEN": process.env.QUALTRICS_TOKEN
}
};
//Make Request
console.log("Getting Survey data from Qualtrics " + uri);
req.get(options, function(error, response, body) {
if (!error && response.statusCode == 200) {
var obj = JSON.parse(body);
var rating = obj.result.values.QID1;
var surveyText = obj.result.values.QID2_TEXT;
console.log("Survey Text:" + surveyText);
B1SL.PostActivity(surveyText, callback);
} else {
callback(response.statusMessage, response);
}
});
}
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