Mobile CEM: Best practices for analytics and data collection
- Keep the survey short. If you have multiple pages, give a clear indication of progress. As a rule of thumb, the survey should take less than three minutes.
- Ask concise questions and provide answer choices that can all be displayed on a single screen. Do not ask users to type long free-response answers.
- Avoid excessive branding. Too many images clutter up the UI and slow load times.
- Explore how you can capture location data, and encourage users to include photos (e.g., of a dirty hotel room) with their survey responses.
Dan Wilson is senior project manager for Medallia, Inc., a leader in designing CEM programs to promote transparency and engagement. He has over 11 years of product management and engineering experience. Dan’s most recent endeavor has been refreshing Medallia’s mobile app for CEM analytics.