Campaign response management overview
Sending a campaign survey to a segmented audience via email is a cost-effective way of ascertaining valuable data on all aspects of social housing provision. Following the campaign, the most important part is to collect the data and evaluate the results, focusing not just on the individual responses but also analysing the number of respondents against the original segment size. Some campaigns may not be linked to a survey at all but instead contain a series of communications to raise awareness of a high profile topic, or perhaps to invite tenants to a particular self-development workshop. The first step in the process is to capture each contact's willingness to participate in the campaign. Customer engagement on a campaign initiative can take place during a conversation via the call centre; it might equally well be in response to an email. Whatever the method, the customer's response should be recorded as an outcome to the campaign invitation, which will then trigger any number of follow-on actions. For instance, where the contact declines the opportunity to participate further in the campaign, their status will be set to 'cancelled' and no further actions will be launched. Conversely, where their response is positive, the campaign process will proceed to the next step - a survey, communication messaging, a course outline, etc. Where no response has been obtained from one or more contacts, it is possible for reminder communications to be dispatched as part of the campaign communication workflow.
The ability to create any type of campaign survey is a very powerful feature within Civica Cx Housing. The survey is delivered using a customised template and can be constructed to retrieve information on literally any topic, whether that be a marketing campaign focusing on diversity and social inclusion, a household's energy consumption profile or establishing appropriate pet restrictions within the community. Their complexity can vary greatly, depending on local requirements, ranging from a very basic set of self-contained questions presented on a single page, right through to numerous pages, sections and inter-dependent question sets seeking to gather a wealth of respondent data. For each campaign with an associated survey, these responses can be completed over any time period within the overall campaign duration boundaries. So, for example, where a survey is triggered during a live customer interaction, all questions would typically be completed at the point of contact. In contrast, where responses have been received on printed forms or via email, these can be transferred to the individual contact surveys in discrete blocks, at the end user's discretion, with the saving process validating responses for all mandatory questions.
Separate help articles have been created for each key aspect of campaign response management, including: