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SurveyMonkey

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"Create and manage online surveys effortlessly."

Case Study
Frequently Asked Questions
This company lets you create and manage online surveys easily. You can collect data, gather feedback, and analyze results quickly. It integrates with over 100 apps and is used for various purposes, like customer satisfaction and product testing.
BlurbSTAR Case Study
Greyhound & SurveyMonkey
Revamped survey process boosted Greyhound's NPS and profitability.
15%
NPS Increase
45%
Great Stat
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1.
Situation
Long Surveys, Poor Engagement
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57-question survey with less than 18% completion rate
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Inefficient manual survey methods
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Reduced NPS and unclear actionable data
Greyhound, a 100-year-old company transporting nearly 16 million passengers annually, sought to revamp its feedback collection process. Initially, their 57-question survey took an hour to complete, resulting in a completion rate of less than 18%. This low response rate hindered Greyhound's ability to gain actionable insights. Lengthy reports further complicated matters, as station managers struggled to interpret data, especially open-ended responses. This ineffective feedback mechanism led to a dip in Greyhound's Net Promoter Score (NPS), and station managers were left with unclear next steps to improve service quality.
2.
Task
Streamline Survey Process
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Simplify the survey to increase completion rates
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Integrate with Salesforce for seamless data gathering
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Ensure GDPR compliance for data protection
Greyhound's challenge was to create a more efficient and effective survey process to elicit actionable customer feedback. Matt Schoolfield, the senior manager of commercial analytics, aimed to replace the burdensome survey with a streamlined version that would improve completion rates and gather vital customer insights. They needed a platform that could integrate seamlessly with Salesforce, providing station managers with easy-to-interpret data to drive operational improvements. Furthermore, the new survey system needed to comply with GDPR regulations for data protection, a crucial requirement given Greyhound's large and diverse customer base.
3.
Action
Implement SurveyMonkey Solution
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Adopted a five-question survey format
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Achieved 94% response rate via Salesforce integration
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Reduced data analysis time to three minutes per week
Matt Schoolfield chose SurveyMonkey to overhaul Greyhound’s survey process. They replaced the lengthy survey with a concise five-question format, including NPS and one open-ended query. This change catapulted the response rate to 94%. The integration with Salesforce allowed survey emails to be triggered 24 hours post-trip, ensuring timely and personalized customer outreach. Station managers significantly reduced their data analysis time from three hours to just three minutes weekly, thanks to the streamlined feedback system. This approach not only made it easier to detect actionable themes but also correlated specific station issues with NPS scores for targeted improvements.
4.
Result
Boosted NPS and Revenue
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Nearly 15-point increase in NPS
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Over 90% station manager daily usage
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Revenue growth linked with improved service metrics
The revamped survey process led to a near 15-point increase in Greyhound’s NPS. Over 90% of station managers began using the new system daily to monitor specific stations. The actionable insights derived from SurveyMonkey's efficient platform allowed Greyhound to address key issues, such as restroom availability during peak hours, which directly influenced customer satisfaction and NPS. Additionally, a comprehensive churn survey revealed that improvements in on-time performance and terminal conditions correlated with increased revenue. This data underlined the significant value of customer perception and provided Greyhound with clear directives to enhance profitability and operational efficiency.
Keywords
CUSTOMER FEEDBACK
NPS INCREASE
SURVEYMONKEY INTEGRATION
SURVEY COMPLETION RATE
DATA-DRIVEN INSIGHTS
CUSTOMER SATISFACTION
GREYHOUND CASE STUDY
SALESFORCE INTEGRATION
CUSTOMER EXPERIENCE
ACTIONABLE DATA
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