Updated, October 2022.
In this blog we uncover effective ways to connect new prospects and customers through a survey. In this digital heavy Marketing world we are all focused on being efficient and effective to maximize business impact. Our solution is the review of Customer Experiences through Surveys.
Taking a look under the hood of a business is the only way to see what is truly happening, both good and bad.
There is no better way to know what customers think about your product or service than to ask them in a survey. The more anonymous the survey the more truth you will find. The information obtained can help connect a business more intimately to prospects and customers by providing a paths to new business.
Having adequate survey data from your target audience offers your business information on their pleasures and pain points.
A huge advantage for B2C brands is the ability to innovate and create new products, based on customer preferences.
Since two-way conversations are essential to B2B brands building strong relationships this can be accomplished through a survey.
If your company is planning a business expansion, understanding the new market can be done effectively with details from survey results. By placing a concerted effort to align your business with customer preferences, you are aligned for growth.
This research strategy can put your business in a deep dive position for best messaging to a specific customer profile which will lead to a better communication plan.
To often business information is disconnected and the silos create bad decision-making for sales team members due to limited profile data. To easily accelerate marketing messaging, connect the dots to build a connected customer journey.
Benefits Of A Survey
Gathering large amounts of data about a “niche” market is a great tool for expanding market share. The process of gathering said information is only one component, but can act as a very heavy tool in aiding changes or improvements.
When reviewing data from a survey, it’s important to not only look at the good but bad comments can also add value to necessary changes. When we look at a franchise brand, we can usually identify a consistent level of quality or service that evokes an expectation to loyal customers regardless of geographical factors.
In a scenario such as this, it may be easy to recognize differences. Think about your most amazing customer service experience and your least favorite. For many reasons they were quite different. As a business you should be aware of each experience to become the first choice of your prospects.
A good way to reach the pinnacle of business performance is being customer centric. Being customer centric requires us to understand our audiences. Brands that understand the importance of staying top of mind by using email marketing, social media marketing, advertising or by asking customers their preferred communication really get a chance to shine. Just by making the connection creates an open line of engagement, that will be challenging for competitors to take your customers.
The Need For Data
Data, Data, Data should be the driving factor for sales and marketing alignment. The marketing trends that drive the best conversions include a personalized approach. People want to be seen and heard and that is what survey research offers.
A non-responsive survey respondent could indicate non-interest in your product/service, which can be further evaluated to find the email address was incorrect. To ensure you reach your audience better and faster than your competitors a qualitative survey method, is a good choice for annual planning.
Survey Monkey is a FREE and reliable source to get you started.
The Importance Of Marketing Messages
Communication is at the heart of every business. To do this effectively requires exploring expectations of our customers. The next step is making the necessary adjustments by first asking the questions and being open to the responses.
Never take the position that your business is operating perfectly. The mindset of not being open to change is a fast lane to negative bottom line results. Instead, reject this notion and focus on customizing as needed and create new and personalized experiences often.
Speak To Your Target Audience
Since we are in the environment of “cultural appropriation” let’s consider if your target audience for a specific product/service is “African American Families” in the demo for a product/service, should you have an African American in the advertising? This may seem like an easy yes, but in many cases that translation is missed and the product will likely not perform as expected. This is where the loyalty opportunity for many brands is missed. On the other hand, when brands connect advertising to targets adequately the results will be more impressive, guaranteed. Don’t take our word for it test the notion with surveys.
How To Get Started with a Survey
When structuring your survey questions, consider the following: No more guessing, instead use one of the two options below to gather responses.
- Open-ended questions give respondents an ability to answer in their voice.
- Pre-selected choices are much easier and faster to compute than open-ended questions, although there is a limit to the feedback (0-5 ratings or yes/no).
8 Important Steps To A Successful Survey
- Determine the business goal. Example: increase sales for x
- Determine how results will be used
- Outline a specific target audience. Example: Parents, Pet owners
- Decide the total number of questions
- Decide on a deadline
- Determine the distribution channel. Example: email or text
- Add a giveaway to the first (x) number of respondents?
After Sale/Service
Based on your recent interaction with “enter your brand here”. You are invited to answer a few quick questions about your experience that will take 1-3 minutes. (offer a prize)
- What was your alternative option for this service/product? (insight into competitor).
- Would you recommend “brand” product or service to a friend or family member? (insight for referral program)?
Recap:
Survey data provides valuable insights to support business decisions. There is no better way to qualify a business decision, increase product offerings or introduce new products or services, which is why focus groups are so important to a product launch.
- Compare variations in responses
- Spot statistical significant differences in how groups answer
- Apply logic and create stories of respondents with shared traits
Need Help Designing a Survey?
Contact us here to get started.
