17
Nov
2014

The Business of Surveying Customers

In today’s consumer-oriented world, businesses are going the extra mile to better understand their customers. By doing so, they can use the insights they gain to devise strategies and make improvements to achieve greater customer satisfaction.

There are many ways to obtain information about customers, and one of them is conducting customer surveys.

Here is a look at how you can use customer surveys to get better business results….

Benefits of Conducting Customer Surveys

Customer surveys can be used to gather a wide range of useful information about your customers, including their needs and tastes, purchasing habits, communication preferences and satisfaction levels.

The information you obtain through customer surveys can be very beneficial to your company.

Depending on the type of survey you conduct, you can use the information to create products that can meet your customers’ needs and preferences, develop more effective marketing strategies, improve customer communication or increase operational efficiency.

By conducting surveys, you are showing your customers that you value their opinions, and you are committed to providing the best shopping experience possible. This can help you achieve higher levels of customer satisfaction and loyalty.



How to Create Effective Customer Surveys?

Identify Your Goals

Before you start creating a customer survey, you need to have a clear idea of what you wish to achieve through the survey. Do you want to know your customers’ opinions of your brand image, products, services or marketing efforts? Once you have identified your goals, you can proceed to develop a survey that can help you gain the type of information you need.

Craft the Right Questions

Every aspect of a customer survey can have a significant effect on the outcome, including the phrasing of questions, the order in which the questions appear and the options for answering the questions, such as yes-or-no or rating scale. Make sure the questions are as clear and straightforward as possible. Some examples of good questions include “how would you rate your satisfaction with our company?”, “will you recommend our products to others?”, “how long have you been using our products?” and “how likely are you to continue buying our products?” It is a good idea to include at least one or two open-ended questions, such as “please provide suggestions on how we can create a better shopping experience for you”.

Choose the Right Communication Channel

Customer surveys can be conducted through many communication channels, including traditional mail, email, social media and text messaging. Traditional mail and email are the best options for long surveys, while social media and text messaging can help you get fast responses. It is especially important that you conduct surveys on social media because an increasing number of consumers are using this communication channel to engage with brands. Text messaging is one of the best mediums for conducting surveys in today’s fast-paced world.

According to an article entitled “SMS Surveys to Satisfy Customers“, SMS surveys are becoming more popular because they are simple and non-intrusive, and they can be completed on the move.

Conducting effective customer surveys is not an easy task, but it can bring great rewards if it is properly done.

It can help you attract and retain more customers, and boost your competitive edge.

About the Author: John McMalcolm is a freelance writer who writes on a wide range of subjects, from social media marketing to Cloud computing.

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