I've been reminded recently about the importance of getting to know your customer and ensuring that you do regular customer research.
The question that always comes up when someone want to do customer research is: "How do I get customers to respond; and when they do respond to actually complete the whole survey?"
This is a difficult question to answer, but from my own experience and reading other people experiences there are only two real answers:
The question that always comes up when someone want to do customer research is: "How do I get customers to respond; and when they do respond to actually complete the whole survey?"
This is a difficult question to answer, but from my own experience and reading other people experiences there are only two real answers:
- Keep it short;
- Offer an incentive.
In the past I've offered a free trip to the Gold Coast, and this got us a very good response rate and an acceptable drop off rate for what was quite a long survey. I don't normally reccommend long surveys; but when I stepped into this company they had no idea of their customer base and we needed to get a lot of information relatively quickly so we could move forward with some education on our current audience. This only worked as we had a reasonably high value incentive to offer.
The easiest way to do surveys where you don't want to offer a major prize or incentive is to create short, simple surveys on a singular issue. Sometimes these short surveys can be the most powerful and informative as they get right to the point of only the one issue.
A great customer survey is the one recommended by Ben McConnell in his recent blog post entitled Remodeling Customer Surveys. Ben's customer feedback survey uses just four very powerful questions focusses around the customers experiences when dealing with your company. This survey will provide you with great feedback on customer satisfaction and experiences, give you and indication of how much word of mouth marketing your are acheiving, and what your company can do to improve.
My final word on customer surveys is this: Keep them simple, know what information you want to gather, and always follow through on the information you gather.
The easiest way to do surveys where you don't want to offer a major prize or incentive is to create short, simple surveys on a singular issue. Sometimes these short surveys can be the most powerful and informative as they get right to the point of only the one issue.
A great customer survey is the one recommended by Ben McConnell in his recent blog post entitled Remodeling Customer Surveys. Ben's customer feedback survey uses just four very powerful questions focusses around the customers experiences when dealing with your company. This survey will provide you with great feedback on customer satisfaction and experiences, give you and indication of how much word of mouth marketing your are acheiving, and what your company can do to improve.
My final word on customer surveys is this: Keep them simple, know what information you want to gather, and always follow through on the information you gather.
No comments:
Post a Comment