See how Baremetrics struck feedback gold by replacing text-only surveys

“The value that we got out of [Voiceform] is 1000x more than any other kind of customer feedback survey that I've ever done and having done a lot of product, a lot of product marketing surveys and used many feedback tools to run surveys to get feedback, being able to hear the voice of the customer is an extreme advantage. It's not as easy to put onto a chart or to make it into a graph. But it’s so much more actionable and so much more useful.”

-David Thomas, Head of Marketing, Baremetrics

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Challenge

As a rapidly growing software platform, maintaining a close relationship with customers is a top priority of the Baremetrics marketing team, so they can test new messaging, features and value propositions. As part of their feedback loop, they spend a lot of time doing insight gathering for customers. In order to gather this insight, Dave and the team at Baremetrics was required to either conduct customer interviews which took a lot of time or send traditional surveys which lacked the qualitative insight they were looking for. As an insights product, they also are looking for better ways to deliver insights to their business customers, which led them to want to know if voice would be a more effective method of insight collection. 

Baremetrics  wanted to see if replacing their existing survey methods with Voiceform surveys would result in improved feedback, and more actionable information from customers. They also looked to validate what possibilities exist for embedding Voiceform right into their own product for customers to benefit from.

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Solution

Baremetrics shared Voiceform surveys across multiple product channels, including email and in-app surveys to capture feedback from their customers. As an additional test, Baremetrics also launched Voiceform surveys for internal feedback to get employee insight as well. Voiceform’s can be launched across a customer journey over email, chat, text and more, so finding ways to collect customer feedback at the right moment was key in being able to test how customers would engage with voice surveys.   

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"When it comes to surveys, there’s always feedback that never really comes through. We're always looking for ways to understand the problems for our customers. When evaluating Voiceform’s solution, we observed that voice allowed us to hear our customers give us feedback in ways that they wouldn't if they were just typing out an answer. If you ask them traditionally, they’d just respond with a short text answer, but voice actually got them talking about Baremetrics in deeper ways, sharing what they liked, what they wanted changed…etc. These responses went well beyond answering the base question. I would never expect to get the same detail out of a normal standard form"

-David Thomas, Head of Marketing, Baremetrics

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Results

Voiceform surveys created an entirely new way for Baremetrics to collect feedback and data of all kinds - from both customers and teammates. As a now defacto survey solution for Baremetrics, they’ve seen 10x improvements in the quality of information they collect from customers and internal teams. 

When evaluating survey results, it was clear that customers who used voice gave their teams so much better feedback than the people who just typed or clicked to answer. With voice and Voiceform, customers would unknowingly share 5-10x more information than a traditional open ended text response, and jump into a stream-of-consciousness that led them to start diving into insightful tangents and thoughts, and share nuggets of information for Baremetrics that would have otherwise never been heard. 

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"The voice data we gathered, I would say is 1000x more useful than traditional text responses. Having the ability to hear people's inflection and hear their voice and just hear how they're talking to you. Again, they go beyond just that first one line sentence that generally we all would put into a survey text box. And the insights that come out when somebody starts kind of letting their guard down and starting to actually tell you how they feel about it. Those responses are worth their weight in gold. As far as trying to make improvements to our product, or nail the messaging that we're trying to test. Being able to hear people's actual thoughts is a game-changer. We stopped reading the traditional text responses during some of our surveys because the voice [responses] are so much more useful”

-David Thomas, Head of Marketing, Baremetrics