Surveys are an extremely effective way for your business to analyse consumer insights and thus reach new customers while maintaining long-term relationships with existing ones. Of course, the survey must be carefully crafted to provide reliable information on the customer base. The perspective of users who have previously interacted with the brand, for example, can provide useful indicators for assessing their satisfaction and focusing concretely on what works and what needs to be improved. This analysis will also provide strategic insight on how to increase the reach of potential customers by removing any obstacles to a smooth customer experience. All of this information should be incorporated into your marketing strategy.
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Surveys help you improve the product and increase customer retention
Information and data should be collected along an essential map of touchpoints, i.e. those virtual and physical points of contact through which your brand interacts with its customers, from the store to the website, from advertising to sales representatives. This will allow your brand to improve its overall offer in terms of products/services Feedback from users of an e-commerce site, for example, can provide information on both the quality of the product and the site’s navigation.
There are multiple tools and techniques to conduct such a survey, including a dedicated page on your website, emails sent to users who shared their contact information when making a purchase, and a series of targeted questions submitted by customer service representatives.
Involving consumers actively in the product evaluation process will also result in a more organic and interactive relationship between them and the company. Indeed, customer satisfaction will become an essential criterion for the continuous improvement of the product and the customer journey. And this will help you strengthen and broaden your customer base.
However, product sales are not the only business operations to which surveys can be relevant. Surveys are equally useful, for instance, in event planning.
Using the information provided by participants at the time of registration, it will be possible to determine which aspects of the event were successful and which were disappointing. In short, a detailed analysis of attendees’ impressions is critical for assessing the event’s value or identifying problems if the outcome was not entirely satisfactory.
Surveys are the only way to conduct a truly comprehensive assessment in this regard without resorting to guesswork.
How to compile a workable survey
Here are some helpful hints for compiling a useful survey for your brand or event.
Before you start thinking about Questions, you should identify the appropriate target audience. What section of your audience are you reaching out to? Do you want to assess the experience of your general customer base or are you interested in a specific subset of customers? Which touchpoints are you thinking about? And which time frame will you be looking at?
Also, you should resist the urge to include a lot of questions, lest your customers grow frustrated and abandon the survey halfway through.
Limit yourself to a few, very targeted questions, and you’ll get the information you’re looking for with minimal effort.
Finally, depending on your needs, you can create open or descriptive questions, as well yes-no questions and multiple-choice ones. Use clear and direct language and favour a funnel-like pattern, with general questions at the beginning, getting more specific as the survey progresses. This is the best way to get a quick, and effective overview of the customer experience.
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