When designing surveys, there are basic elements to consider when composing properly designed survey questions
As you begin to plan and develop your survey, you must first determine what information you want to collect, which then guides you through choosing which questions to ask, how to ask them, and of whom. Be precise. you should be creating questions that are as precise as possible. Precision questions have the highest degree of accuracy as a result of the participants’ ability to recall events with ease. When asking questions about events, activities, and behaviors, the following components contribute to improving the precision of your survey questions. Continue reading
Before you develop a plan for customer retention, you need to understand the value of customer retention
Any good business knows that customer retention is extremely important. Managers and leaders recognize that losing loyal customers is not good for the company’s long term revenue goals and overall success. Even though this is understood on a basic level, few businesses – especially those businesses that provide a service – understand what losing a customer can mean to their company.
Let’s take a look at an example. Continue reading
7 strategies to help you determine what your prospects are looking to purchase
Do you know exactly what products and services your prospects want to purchase? Wouldn’t it make sales and marketing much easier if you knew exactly what they want? Although there is no one straight answer to this question, there are several strategies you can use to gather information on what your target market is looking for in terms of products and services.
Here are 7 strategies you can use to determine what your prospects are looking to purchase.
- Ask your current customers for ideas about new products and services. This is an obvious method, but it’s also one of the most effective means for gathering ideas. You can also make use of your current email subscribers and social media followers by asking them if they have any suggestions for new products or services.
- Ask your current customers for feedback on products and services they currently use, not including your company’s. When you survey your current customers, don’t just focus on gathering feedback about your products or services. Ask them what they have purchased from other businesses, and how satisfied they are with those products and services, and what features stood out that made them purchase those products or services. This will give you a clearer understanding of what your customers purchasing habits, and how you can effectively market to them and persuade them to buy from your company. Continue reading
Download our free report now! Report: The 7 Most Common Mistakes in Gathering Customer Feedback
Feedback is a powerful tool, but in an era when feedback channels are proliferating, this report looks at some of the common pitfalls in customer feedback and how you can avoid them.
Snap Surveys partnered with Brand Republic, the UK’s leading online destination for people working in the marketing and communications industries, to explore how brands are capturing customer feedback and what they do with the findings. At the same time, our own Snap Surveys UK consumer panel was asked how they felt about being on the receiving end of such approaches.
Download our free report: The 7 Most Common Mistakes in Gathering Customer Feedback
Throughout our 7 part blog series, we discussed the 7 most common mistakes in gathering customer feedback and what you can do to avoid them. All blog posts in this series are easily accessible and include: Continue reading
Mistake #7: You don’t disseminate key customer feedback findings around your organization
One finding from the Brand Republic and Snap Surveys research, that about 40% of marketers said their organizations had no formal process for sharing feedback internally [See graph], does not surprise former client Jane Woolley, a Consultant for Insight Management Academy, who paints a picture of the fragmented nature of feedback within companies.
“Often in organizations there is an enormous plethora of data – sales data, sales force data, surveys, database data, complaints, online reviews – and it’s not necessarily all handled by one unifying mind,” she says. Continue reading
Mistake #6: Misinterpreting findings from customer feedback surveys
Interpreting results can be a specialized task in itself. Pitfalls include analyzing responses out of context and, in the case of unsolicited feedback on social media and websites in particular, being unaware of the polarizing nature of opinion.
As one marketer told Brand Republic and Snap Surveys: “Customer feedback only highlights the edges of customer sentiment. People only give feedback when they’re very upset or very happy.”
Former Unilever researcher Nicola Stanley feels this quote sums up a vital fact about unsolicited feedback: that often those giving their opinions do not constitute the largest section of your audience. Continue reading
Mistake #5: You’ve asked the question, but you don’t listen to the answer
In Snap Surveys’ consumer interviews, a strong sense of feedback disappearing into a black hole emerged.
“If someone has bothered to provide feedback, companies should take it on board. Sometimes they will thank you and then do nothing,” one consumer told Snap Surveys.
The private sector would do well to look to healthcare to witness how patient feedback is now considered fundamental to service improvements. To boost its effectiveness and sustainability, the NHS is rolling out patient survey programs requiring GPs, dentists, NHS Trusts and hospitals to publish feedback and demonstrate how they are responding. Continue reading
Mistake #3: You believe online is the only feedback channel for customer feedback surveys
When Brand Republic and Snap Surveys asked marketers which feedback channels their companies used, 59% cited social media, followed by online surveys (54%), preferences that were mirrored in Snap’s consumer survey. [See graph]
But while the comparative ease of online research is alluring to marketers, the reality is that not all consumers can be reached online. Bear in mind, too, the depth of information you require and that there are physical restraints on surveys delivered on devices such as mobile. Continue reading
Mistake #1: You start the customer feedback process without clear objectives
A spectrum of sophistication
Experts point to a spectrum of sophistication when it comes to online research tools and that they are horses-for-courses, depending on the scope of your feedback needs.
“The difference between a quick question on Google Surveys and a more refined tool allowing for routing of questions and advanced analytics is like the difference between a ring tone and a live gig,” says Dr Nicola Stanley, director of engagement at agency Silver Dialogue and a former researcher at Unilever. “There’s a need for both, but they are worlds apart.”
Based on the findings from Snap Surveys’ own consumer research, the marketer survey it conducted with BrandRepublic and the opinions of experts, marketers may be prone to committing one or more of the following missteps when commissioning and handling feedback:
Mistake 1: You start the feedback process without clear objectives Continue reading