Surveys are good for business, hints and tips part 2.
In this blog series,we will be discussing why Surveys are good for business, and tips for making them successful.
Three MORE reasons to run Online Surveys
1. Solve issues when they are minor
Your customers may have (in fact, probably will have) small annoyances and niggles. Think of those niggles like having a minor toothache – you can live with it for a while but eventually you can live with it not longer, so you take action.
A simple survey can expose those niggles early on, giving you the opportunity to act positively before minor niggles develop into major issues that cost you business.
2. Cost effectiveness
Online Surveys are usually cost-effective (i.e. cheaper) than other customer engagement methods, and can me more effective. In addition, the data you get back can be very well structured – therefore extremely valuable.
Improving the ROI (Return On Investment) of your marketing budget is always a good reason to consider alternative engagement methods like Online Surveys.
3. Brand value
Businesses rightfully focus on Brand Values – which are greatly influenced by customer experience. You can promise customers a great service, but Online Surveys let you validate that the actual customer experience is upholding your Brand Values.
This is particularly important when don’t have direct control over the day-to-day customer experience, e.g. when your services are delivered by sub-contractors or external vendors.
Three MORE tips to making Online Surveys a success.
1. Follow-up properly
Respondents have given their valuable time to express their views, so you should always follow-up from your Survey and make sure you communicate your findings, at the very least as a summary.
You may have some uncomfortable survey findings to grapple with, but nonetheless you should act, and be seen to act, on those findings.
Importantly, the pre-Survey planning should incorporate the post-Survey action plan.
2. Carefully word the questions
Questions must be carefully worded to avoid any doubt as to their meaning.
Brevity and precision trumps verbosity and vagueness.
3. Use rules-based intelligent routing
Use a Survey system that provides ‘rules-based routing’, meaning that respondents are presented with relevant questions based on their previous responses. For example, don’t ask what dog food the respondent buys if they have already answered they don’t have a dog. Rules-based routing will allow you to customise the Survey workflow based on response.