This is the first part of a two-part series on how businesses can benefit from using online surveys.
Excellent customer service leads to healthy business, and one of the best ways to ensure that you provide your clients with what they want is to listen to their opinions about your company. When you do this, you show customers you care about them and their needs, which leads to loyal fans happy to spread the word about your business. Some of the best small business tools come in the form of online surveys and you have a variety of options to leverage survey results to increase business. Consider these tactics:
Enhance Product Development
Your customers are the ideal candidates for giving you valuable feedback on your products. Found in customer opinions gathered from online surveys are the seeds for what can improve your products and make them appeal to a wider audience. Your willingness to listen to your customers and take their advice to heart also creates loyalty and results in their selling your products via word of mouth.
In this article on USA Today.com, candy company Happy Goat and clothing manufacturer Bonobos discuss how online surveys have helped with product development.
Improve Customer Service
Feedback from online surveys enables you to zero in on customer pain points so that you know where the weaknesses are in your services. This is an ideal way to find out that a customer had to call your office multiple times before he could resolve an issue.
Or on the other end of the spectrum, surveys are bound to bring in compliments, which can also help you improve services. If a client remarks on the expedient manner in which she received an online order, you can analyze what’s being done in that department and work to replicate the process in other areas.
This article on Pardot.com looks at ways that online surveys allow you to evaluate your customer service efforts and learn from the results.
Analyze Your Market
Online surveys give you valuable information about your customers in terms of their likes, dislikes, buying habits, attitudes, motivations and lifestyle, which are all key ingredients you can use to tailor your products and services to their needs and desires. This also offers a great opportunity to question customers about the likelihood of their purchasing certain products and offers you a chance to check reactions to various price points.
Conduct Pre- and Post-Event Analysis
Considering that holding a company sponsored event is a potentially costly and time consuming undertaking. Getting feedback before and after the event is priceless.
Survey customers before a planned event about what they’d like to see and you might find that what you’d planned doesn’t interest them, or you could discover that you’re right on target. Post-event analysis is also useful. Knowing what you did well – so you can repeat it next time – and what you did poorly – so you can avoid making the same mistake twice – is bound to lead to a superior future event.
Increase Website Traffic and Sales
An online survey focused on how you’re doing with your website marketing can give you valuable insight that will enable you to increase hits and conversions. Use such a targeted survey to ask revealing questions about web activity, such as how often customers visit your site, what convinces them to stay and shop, and if they generally find what they’re looking for on your site.
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