how do I decide what to measure? Is it best to focus on the end of the customer's journey with us? Should I think about trying to measure more than one stage to catch customers who are not finding what they're looking for?
The temptation is to try and measure lots of different points and customer groups all at once, but you might then find it difficult to work out what needs to change to improve customer experience.
We've found that using feedback surveys on a website can be an effective way of understanding the customer experience to a specific feature or process (eg if you change a function or re-design, or want to improve your e-commerce process).
For email surveys, it's generally better to send to broader groups to get a wider distribution of feedback. For example, if you have 1,000 customers to one product in three different countries then it's worth sending three different emails to the groups in each country. If you have 100 customers in 20 States, it is too small a sample size to better to send to the whole customer base to avoid misunderstanding results.
Even if you survey a bigger, broader group of customers, you can use the Tags feature of SightMill to split this afterwards by type of response, or by product used, or price point, or sales rep.
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