The News: Delighted has announced the introduction of an all-purpose survey tool, Delighted Surveys, which broadens its current experience management platform. The new offering is designed for users to easily create and customize surveys and allows for team collaboration and feedback sharing on one platform. More information on the solution can be found in the blog posting on the Delighted website.
Delighted Introduces All-in-One Survey
Analyst Take: Qualtrics is a well-known name in the experience management segment, serving companies of all sizes. In 2018, Qualtrics purchased Delighted, a CX measurement and rating company focused on providing fast, easy feedback with smaller companies being a target market. This segment is often underserved in the experience management market.
Delighted is a simple, self-service tool but has been expanding its offerings. I was able to speak with Delighted customer Rachel Black, senior manager of CX at men’s apparel brand Chubbies Shorts, about how the company has used the Delighted platform, the experience being a beta customer of the new Delighted Surveys offering, and how the platform has helped elevate the company’s feedback program.
Delighted by Qualtrics
Delighted was founded a decade ago to create a tool that could collect NPS feedback. Aimed at the small business market, the Delighted platform allows for feedback outreach via email, web, SMS, or mobile optimized URL. The platform also supports closed-loop feedback with out-of-the-box integrations including Salesforce.com, HubSpot, Slack, and Zendesk.
Its new Surveys offering is more of an all-purpose survey tool, broadening the company’s solutions set. It allows for easy survey creation and customization, with a wide variety of question formats. Results analysis can happen in-platform and a wide range of visualizations are available. Its collaboration functionality supports internal team editors as well as potential external reviewers, and when reports are shared, team members can comment directly on the reports to enable results discussions.
The platform is optimized for mobile, and users can create and see feedback trends right from their smartphone, if desired. More updates to the platform are coming, and of course, generative AI capabilities are being worked on.
Chubbies Shorts Elevates Its Feedback Program with Delighted Surveys
“Chubbies has been using Delighted for as long as I have been with the company,” said Rachel Black, senior manager of CX. “We were happy to be part of the beta program, testing Surveys as we have been eager to start gathering feedback beyond NPS and CSAT.”
Using the new Surveys tool, the company was able to start asking questions on topics such as:
- Ease of contact
- Ease of product search
- Quality compared with other brands
- Purchasing process compared with other brands
Black worked with others in the company to see what other types of feedback they might want to gather and started using the Surveys tool, adding a short survey onto the NPS and CSAT outreach.
One of the pain points they were able to solve by using Surveys was centralizing and coordinating surveys better, as prior to this tool, it was not a holistic effort. Previously, customers were getting too many survey emails from varying platforms. This effort is now better coordinated and consolidated.
Black also pointed to ease of use. “The solution is very, very user friendly and we have been able to get surveys drafted and live very quickly.” Chubbies has seen high survey start rates (over 90%) and decent completion rates of around 30%.
Adding on the Surveys functionality was able to bring light into issues that may have previously gone unnoticed. Said Black, “We were able to get great information from some of our open ended questions. For example, we asked if there was any additional feedback on how we could improve customer experience and while there were some things that we already knew, like maybe an inventory issue, we also received feedback on items like our rewards program that we were able to put on our radar and address.”
The company was also able to use Surveys to do some short, pulse surveys with employees. Chubbies has been growing, and the desire for feedback has also been growing across different parts of the organization, aside from customer experience. The company is in the process of making the move off the Delighted platform to Qualtrics but stated that the Delighted tool was perfect for getting its CX feedback program started and met their wish list of pricing appropriate for a company their size and being fully featured but yet easy to use.
Small companies are often a bit overlooked by the CX technology ecosystem, and in some ways, in need of the most support. Sometimes understaffed and underresourced, smaller companies might not have the tools necessary to support strong growth. Knowing how your customers feel about your products and the experience the company delivers needs to be table stakes for companies of any size. Often, bare bones feedback tools are simple but do not deliver the end results needed. Sometimes they are great at delivering the results, but they are too complicated. Finding that just-right fit can be a challenge for this company type, so it is always good to see solutions that are ticking the boxes for smaller companies, and in turn, helping them deliver a better experience for their customers.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
Frontline Worker Experience: Interview with Dr. Benjamin Granger
Qualtrics Broadens XM for Healthcare With New Solution
Qualtrics Uses AI to Generate Automated Summaries for Video Feedback
Image Credit: Delighted by Qualtrics
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
