This week I have been in a branding workshop with a client and we have been contemplating changing the name of their company. I would love some feedback in this survey question to help us decide. Getting feedback from small business owners that is honest, quick and to the point is so valuable. I would really appreciate your insights! The tool I used is Toluna’s Quick Surveys. It is an awesome tool for canvassing feedback quickly via crowd sourcing.
Category Archives: Customer Insight
“In fact, the marketer who really understands how the game is played now knows that marketing, and really all business, has been flipped around — the customer is now in control of what they hear, where they hear it and whether or not they choose to engage. They are conducting their own research before making purchases, their ability to talk about your brand has an almost unlimited reach, and as a marketer it’s imperative to understand how your audience wants to engage.” Marketingdrive.com
Here is a great video from Brand Matters about how a brand can be human:
What are you doing to personalise and engage with your customers?
The old customer survey. It is coming up more and more frequently lately as businesses now understand the power of listening to their customers. Or maybe they haven’t been listening and now are feeling the power of customers ignoring their every attempt to “push” at trying to gain attention.
Here are some key questions to consider when designing a survey.
1. Make it short
The more questions the more annoying for the customer and it might not actually assist them communicating honestly about what you need to know. If your survey takes more than 8 minutes expect a high abandon rate. So small number of highly focused question with questions that are relevant to your customers.
If possible make the survey dynamic. That is use technology to show only the fields that your customer needs to see. Pre-populate.
Scale questions have their place but a rating of 1-10 doesn’t allow you to uncover issues that you might not have considered. Let customers identify exactly what they want to communicate to you in their own words.
4. Right format
Surveys can be via telephone, email, face to face on your website etc. The best results I find is from email as long as your list is clean and the timing of the email convenient. (not first thing Monday morning). However taking a email campaign and posting it to your Facebook, Twitter or LinkedIn communities can also be very effective.
If you give customers access to the survey results (I do a report immediately) then they are more likely to fill it in. Customers want to feel heard and part of a larger solution. Letting customers know they matter and you are taking action is vital. While 95% of companies collect customer feedback only 5% tell customers what they’ve done with it.(Source: clarabridge.com)
Customers are talking about your products and services all the time. They review, share opinions online and ask questions of their valued communities like Twitter, Facebook, LinkedIn and review sites. Collecting and monitoring these feeds will give you real time date that may identify trends that consolidate your survey findings.
7. Share the results with customers and employees
To improve your customer experience you need to improve your employee’s experience. To do this with customer data is a powerful strategy and unities everyone behind the customer. Prioritising actions out of surveys and feedback help employees feel empowered and engaged.
8. Create a Customer and Employee Dashboard
Measuring key factors that impact customer and employee satisfaction creates accountability and drives change. It doesn’t have to be the Net Promoter Score but it should be something that is meaningful and enhances your brand’s reputation.
For every customer complaint, 26 others remain silent. (source clarabridge.com)
We all know that content is becoming a way that we can engage with our customers along their journey to find the products and services they want. I came across a great resource this week in Snapapp
They have a great video explaining how to use content to move prospects through the journey with you in a creative engaging way. Worth the 30 mins.
Their marketing guide online is awesome! Well done Snapapp!
I guess it makes sense that happy customers = $$$ but now there is a book that goes into the who, what and why of it.
Bernd Schmitt a professor, speaker and author latest book is Happy Customers Everywhere and draws on the latest research in the exploding field of positive psychology. SCHMITT offers three unique approaches any business can use to turning a casual customer into a committed fan:
The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers, and watch those feel-good moments transform a casual customer into a committed loyalist
The Values-and-Meaning Method: Attract passionate customers by appealing to their core values, like being socially responsible, protecting the environment, or living a simple life
The Engagement Method: Get customers to notice a unique or limited offer, immerse them in the experience, and have them share it with friends and family.
Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.
Here is a podcast I did with Schmitt about his book:
Video interview here.http://youtu.be/j69oPtIg7bA
How to love your customers in 2015 was a great post done by Hatchback recently. What I really loved about this post was some key stats that really resonated with me about our customers:
1. We always have our mobiles on us and 70% of us check it every hour
2. A third of us are using social media to share our opinions on things
3. Peer to peer recommendations carry a lot of clout
4. 88% of consumers think companies should try to achieve their business goals while improving society and the environment
5. 75% of consumers don’t believe that companies tell the truth in advertisement
Even though these are US stats they seem to ring true. What this means for marketing is that the old way of communicating with your customers has to change because they have changed. See persona Mike below for more insights.