Survey Marketing

 
Feedback fosters brand growth –
and happy customers!

How well do you know the needs, likes, or dislikes of your customers?

No matter what kind of business you own, it’s important to ask customers questions about the products and services you offer. Receiving feedback helps you build stronger external relationships, improve your offerings to meet customer expectations, and market your products and services with confidence. Altogether, this enables you to run your business in a more strategic manner.

How do you design a survey that gives us legitimate results?

Creating an effective survey is bit complicated as it collects real-time data, little snapshots of how your customers feel in the brief moments when they interact with your brand. Collecting information that can improve your brand requires both the art and science of how to ask the right questions, whether you’re looking for information about customer service, your product, or internal & external reactions to your brand. We prepare the survey using my brand visibility & techniques; here are the specific steps we take before conducting a survey:

1. Plan the outline of survey and ask your team members for suggestions
2. Write questions in simple language to ensure the meaning and focus is clear
3. Prepare survey (maximum 10 questions). If it’s a multiple choice format, the options are kept short & simple. For example: Overall, how satisfied are you with your customer service experience?
– Very Satisfied
– Somewhat Satisfied
– Neutral
– Somewhat Dissatisfied
– Very Dissatisfied”.
4. Questions will only be related to specifics that are easy to recall. Instead of asking, “How many times have you seen an advertisement for traveling to Montreal?” I ask, “How many times have you visited Montreal last year?” The data will be more accurate and provide better feedback to tune a travel campaign.
5. Not every customer will have an answer to every question, and if you force them to answer, they will either quit the survey or skew the results. My surveys always provide the option to skip the question; adding a simple “N/A” is all it takes.
6. Send survey out internally before sending it to customers. This ensures it’s a team effort that produces a polished result, not a one-man production that fails to cover all the bases.

Not every marketer can write valid questions; many are too general or don’t produce usable data. Show your customers how much you care by requesting their feedback in a quick survey.

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