CX Survey Apps w/ Qualtrics & Salesforce

Increasing customer responsiveness through Survey Apps and key data integrations.

Customer Experience Survey Apps

Paper Survey to Qualtrics / Salesforce API
At the nations 2nd largest provider of medical imaging, a complex client structure and 1000's of sites needed to be enrolled in a new survey program. The current survey infrastructure was highly manual and insufficient to handle the new requirements created, keeping the organization from gaining the advantages from near real-time access to survey responses.

Key Outcomes

Increased Efficiencies
  • 13 minutes / 70% reduction in effort required to document and close contact requests.
  • 6 minutes / 50% reduction in effort required to enroll a site

    My Role

    • Lead UX Designer
    • Product Owner
    • Project Manager

    Timeline

    6 months

    Other Roles

    Product Owner
    Creation of the survey program, survey design, enrolling several thousand individual sites, the selection, preparation and shipment of tablets for participants to complete surveys, and the creation of the training to onboard service sites.

    Project Manager

    I represented and managed IT for feasibility studies with App Dev and Data Engineering and ultimately the development necessary to access the Qualtrics API, store results from surveys and ETL processes to reporting data stores to support dashboards and monthly / quarterly survey program reporting needs.
    John’s influence, creativity and resourcefulness regularly made the difference.
    Senior Manager, Project Development (ex-Lending Tree)

    Overview

    Paper Survey to Qualtrics | Salesforce

    ACHIEVING ACCESS to near real-time survey responses...
    The nation's 2nd largest medical imaging provider of MRI, X-ray, PT / CT scan, moved from paper surveys sent in the mail to Qualtrics surveys delivered on tablets and kiosks at the service sites; gaining deeper insight into our service centers.

    Problem

    High-touch Process

    Current survey administration was built on manual data collection across multiple spreadsheets and systems, causing inefficiencies, tracking challenges and delays in responding to potential incidents and patient requests.

    Asset allocation

    The organization had new requirements stemming from the allocation of devices to support surveys taken at service sites.

    Branding Structure

    Qualtrics allows for branding at the service site level. While the feature was overall a positive, with 1000s of provider sites in our network, the available structure didn't meet our needs.

    Goals

    Responsiveness
    • Alerted to contact requests within 24 days.
    • Close all contact requests within 7 days.
    • Document the outcome of 100% of contact requests.
    • Increase consistency in handling contact requests by regional and operations managers.
    • Provide for visibility into the age of requests.
    Efficiency
    • Reduce the administrative effort for enrollment by 50%
    • Reduce the time to document the outcome of a contact request by 50%.
    • Provide for increased access by sales, CX and operational staff for survey administrative functions.
    • Allow for services sites to manage aspects of their own profile.
    Engagement
    • Services sites to brand surveys executed at their facilities. 
    • Insights into which providers and their service sites are enrolled into the survey program.
    • Direct communication with other operational teams using current infrastructure.
    • Identify asset allocation at the service site level.

    Discovery

    The process of gaining insight had been ongoing and several Subject Matter Experts supported my understanding of the current challenges through process mapping and artifact analysis.

    I also performed interviews, data evaluation and surveys to gain a complete understanding, uncovering several performance metrics falling short of service level agreements and internal expectations.

    Current-state Process Flows
    Data Analysis
    Interviews
    Surveys
    Artifact Analysis

    High-level Findings

    Managers displayed a variety of approaches to handling contact requests due to a lack of standards. This increased the amount of back and forth on email to document outcomes.

    18 min

    per Request

    High-touch

    Enrollments and contact requests required manual data entry while navigating multiple systems, taking up to 18 minutes.

    30 days

    Avg. Response Received

    Delays

    On average, mailed surveys were received 30 days after service, causing delays in addressing issues and requests.

    70%

    Unaddressed Requests

    UN-met requests

    Over 70% of contact requests were not addressed due to the timing of receipt and issues with illegibility of hand-written responses.

    User Needs

    Devices
    • Asset allocation of survey devices to the site level
    • Order a replacement device if one is broken or damaged
      Allow clients to choose devices based on their sites needs
    Enroll
    • Allow for sales staff and CX team to manage enrollment
    • Enroll single or multiple sites at one time
    • Allow for pauses in enrollment
    Branding
    • Allow for branding at the service site level
    • Upload branding directly from email
    • Service sites to upload their own branding
    • Allow providers to inherit a generic branding profile
    Requests
    • Receiving notifications and details of request on mobile devices
    • Provide reminders about requests needing follow up
    • Document the outcome of contact requests

    Technical Feasibility

    HIPAA Regulations
    Imposed regulations created restrictions on how data could be retrieved and displayed within the final solution.
    Existing Infrastructure
    Mobile and tablet access to the organization's extranet was already supported, aligning with user needs.
    Data Governance
    Due to data limitations, responses could not be identified to a patent record for further insight or investigation without patient approval / providing personally identifiable data.
    John has a great attention to detail and a unique ability to make complex topics easy to understand.
    Senior Manager, Project Development (ex-Lending Tree)

    Design Process

    Salesforce acted as the flag to allow companies to be enrolled into the survey program based upon a stage of relationship and type of service provider. The access to Salesforce data stores provided client specifics allowing provider and or their indivdual sites to be enrolled.
    Qualtrics API retrieved survey results, allowing for the routing of contact requests in under 24 hours from service completion / survey submission; allowing service levels to be met.
    Handwires | Sitemap | flows
    With an inderstanding of data available to us, we developed site maps and key flows. Our team liked workign on white boards and large-sized easel pads for collaboration.  
    Handwires | wireframes | v.0 mockups
    Wireframes and mockups brought a clear understanding of what was to be built along with some specification documentation, technical feasibility continued.
    V1 | Usability
    Our previous enrollment data was not accessible from our current survey provider, making pre-population of our current state impossible.

    Since our survey program had changed and branding was now possible, sales and operations staff who were the direct interface to the client sites performed the enrollment and uploaded branding.

    because Devices were issued with the original program enrollment, requesting deivce replacements was released after the initial iteration.

    Results

    A responsive application designed primarily for the tablet and phone to manage exception events, enabling quick response to core issues while reducing the time required to document outcomes and perform administrative functions.
    Core navigation
    Providing access to entry points for use cases involved in survey program administration.
    Device Replacement
    When devices are damaged or go missing, requesting a replacement meant submitting a ticket to the support desk. As a result of our process, the ticket is created and associated to the client, allowing for efficient replacement by our device vendor without tying up support desk resources.
    Contact Request
    In the past, the process of alerting operations managers to a contact request was a highly manual process that resulted in many requests not getting answered in a timely manner, if they were answered at all.

    Now, the Qualtrics API allows access to data and queues a manager to the request in under 24 hours, eliminating the need to log the request, send emails and follow ups.

    Responding to customer requests was an intermittent but important function as many times these requests resulted in a safety incident or referral to our internal legal counsel or compliance department.

    Documenting outcomes is key to understanding the bigger customer satisfaction picture.

    The process minimizes notes, maximizes data, optimizing the experience and reducing the time to document the outcome.
    Enroll
    Salesforce provides access to eligible clients and all of the details needed about the site. As salespeople and operations staff are the contact point for the client and client sites, meeting a goal for the project meant providing these groups with access to enroll clients and sites directly, without entering a ticket with the help desk or having the check Salesforce directly for codes required for enrollment.

    Because the API allowed for us to send enrollment actiivation flags, all tokens and authorization codes required were part of our integration.  

    Outcome

    67%
    Reduced time
    13 minutes - Reduced time to manage and document a contact request.
    43%
    Reduced time
    6 minutes - Reduced time to enroll a site into the survey program.
    Responsive
    • 74% of contact requests responded to within 48 hours.
    • 100% of contact requests receive a final resolution within 30 days.
    • 100% of contact requests received and routed to operations within 24 hours of service completion.
    • Increased consistency while handling service requests with patients / survey participants.
    Engagement
    • Services sites to brand surveys executed at their facilities. 
    • Direct communication with other operational teams using current infrastructure.
    • Identify asset allocation at the service site level.
    “Scalable and long-lasting insights that are still used by cross-functional partners today”
    Sr. Product Manager Meta (Ex-Amazon)
    Top
    tl;dr
    Overview
    Goals
    Discovery
    Findings
    User Needs
    Design
    Results
    Outcome