Surveys ask specific questions that measure the interaction between respondents and company units

Surveys guide survey takers to answer questions about their experiences, by asking specific questions that measure the interaction between respondents and company units. Surveys can be both solicited and unsolicited, and they can appear in several formats. The most common form of survey a form-based web page the survey taker answers in a browser. For example, a hotel might email a survey about room conditions and staff friendliness to each person that stayed with them, or a sports goods store might have a receipt survey that inquires about the shopping experience.

Different forms of surveys often serve distinct segments within a contact base, and can also capture different types of information. For example, while a department store might send email surveys to those who are a part of its loyalty program, it might use receipt-based surveys to capture the feedback of its first time buyers.

When creating surveys, it is important to understand the business objectives, the relationship with the respondents, and the company's IT capabilities, all to ensure the survey is both appealing and relevant. For example, an investment company with a longstanding relationship with its customers and a sophisticated database of information needs different survey forms and content than a retail store that doesn't necessarily gather email or other demographic information from its buyers. Surveys are also a great opportunity for companies to positively represent their brand through the design of the emails and survey.

Medallia Setup supports these types of surveys:

• Feed-based — Also known as Personalized surveys. Unique to each survey taker and are created based on information known about both the respondent and the unit the respondent interacted with. Feed-based surveys require the company provide Medallia Experience Cloud information about the interaction, such as email and company Unit ID. Experience Cloud then generates a survey and provides a unique URL the respondent can follow to take the survey. Often Experience Cloud sends an invitation email to the respondent, but some companies prefer that they send the invitation. In those situations, Experience Cloud provides the URLs to the companies for distribution

• Feedless — Also known as Anonymous surveys. Created on-demand when the respondent attempts to take the survey. To be an effective survey, it is important to identify the business unit the respondent interacted with. In some cases, the survey is specific to a unit, such as when taken from a web-intercept survey (the unit is the web application). However, more often the information is passed to the survey as parameters in the URL. An survey might also request the user provide some identifying information, such as selecting the facility or person they interacted with, or by providing a unique code printed on a sales receipt.