{"id":51144,"date":"2021-09-26T15:04:32","date_gmt":"2021-09-26T19:04:32","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=51144"},"modified":"2021-09-26T22:30:14","modified_gmt":"2021-09-27T02:30:14","slug":"open-ended-questions","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/open-ended-questions\/","title":{"rendered":"In Their Own Words: Open-ended Questions for Customer or Employee Experience Feedback"},"content":{"rendered":"

There\u2019s little doubt that the customer experience (CX) and employee experience (EX) connect tightly to ROI. Nothing dissolves profitability more conclusively than employee<\/a> or customer churn<\/a>. A loyal customer is likely to try new products, forgive hiccups or other small issues, and sing your praises, and the costs of keeping loyalists engaged far exceed recruiting new customers. The facts support this from every viewpoint<\/a>. Losing such a person or entity to the competition can be devastating to your bottom line.<\/p>\n

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All the above applies to HR as well<\/a>. Replacing an employee can cost the company conservatively anything from 100 percent to double the parting individual\u2019s annual salary. And that doesn\u2019t include project disruption, time delays, risks from data leaks, and more.<\/p>\n

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So, what has all this got to do with open-ended questions? Here\u2019s a clue: If you\u2019re not asking employees the right questions in a non-threatening way, you could find your company is in the midst of a churn crisis<\/a> and not know why. Open-ended questions in well-structured surveys get to the heart of EX and CX disruptions. Savvy marketers everywhere rely on open-ended questions to unearth micro-movements in the market, and disruptive ones \u2014 left unaddressed \u2014 can blow up entire relationships.<\/p>\n

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Open-ended questions: The path to employee and customer experience touchpoints<\/h2>\n

Managers should use open-ended questions as a tool to help them keep a finger on the pulse of both customer and employee sentiment.<\/p>\n

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Companies expect CX and EX to be hassle-free. Indeed, HR and marketing professionals can trace every CX or EX lifecycle back across an integrated chain of touchpoints. Thinking about it in that light, it\u2019s pretty scary. Why? Because a single cancerous touchpoint can create customer or employee emotional discomfort, confusion, and frustration, ending with customers flipping over to a competitor or employees handing in their resignations. Here are a few examples of destructive touchpoints.<\/p>\n

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In the HR arena:<\/p>\n

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