We all receive requests to take survey’s typically from a company we have done business with. You may skip over them, however let me share a different perspective and why you should survey your clients.
The reason a business sends out a survey is to find out what your customer prefers, or what it finds most important to them. Asking key questions about the choices people make while working with you (or purchasing your products) will turn up valuable information for your marketing strategy.
Marketing surveys also show your clients you value their opinions. Many companies email survey’s which should result in a large enough selection depending on the size of your email list. I always suggest you choose 6-12 people you can speak. You will get far better and deeper results from a conversation, after all you are asking people to have a conversation and not just check a box.
So what can you learn about your clients?
#1 – What is their biggest challenge or frustration?
This is the key marketing question everyone in business should ask because your goal as a business owner is to provide a solution to the challenges of you ideal clients. Always put yourself in the customers shoes by asking what they need – not what you think they need – big difference!
As a foodie, I receive Food Network Magazine and recently they sent me a survey which I want to share a few questions. How could you use the same question (or variation of) enabling you to address the challenges of your customer?
2. Learn as much as you can about your customer behaviors
Learning about your customers likes, activities, interests are all important in future marketing activities
and a way to deepen your relationship. You can then use this data to develop products, services and the language to develop key relationships.
There are other demographics to include in a survey that could assist in developing the persona of your ideal client. Buyer personas help you understand your customers and prospects better so that you can properly give them what they want and need. Basic demographics would include:
• Age
• Gender
• Geographic location
• Income level
3. Learn what specific words a customer resonates with
Depending on your business you might consider diving deeper with your survey into what words resonate to a customer. In the example below from the Food Network survey, they are trying to discover what words resonate with me in a recipe. In this example they could learn what specific types of food that I am searching their recipe data base for. They would analyze the results serving up different quantities and types of recipes based on the response.
4. Customer follow-up survey
These days it is common when purchasing on-line you receive a customer satisfaction survey. Often this survey can be very revealing in terms of how well you have addressed the customer’s needs. It is also an important way to show the customer that you are grateful for their business and that you’re dedicated to continual improvement of the customer experience. Tip here, don’t make your survey so lengthy that you have now annoyed your new customer.
5. Survey’s can help you gain a competitive advantage
Have you ever taken the time to ask a past client why they do business with you?
What do you do that your competitors don’t?
This line of questioning can give you a competitive advantage because you will gain clarity on the difference between you and your competitors that you can use In your marketing messaging.
Bonus of taking a verbal survey
When we speak to a customer the key to getting the ‘good stuff’ is to listen and write their answers down word for word. Look for the commonalities among those you survey because if the challenges are the same among your surveyed audience, then those same challenges will most often be the same for everyone else. You then want to use THEIR words in your marketing copy and not yours. You don’t need to hire a copywriter because you now have the copy.
When you seek feedback from your customers on a consistent basis you will find it is a great way to learn how to market your business more effectively.
Do you survey your clients – if so please share some of the questions you ask in the comments below.
–>> DOWNLOAD OUR 6 BEST CLIENT SURVEY QUESTIONS
