While we live in a completely data-driven world, there are surprisingly many companies who are somewhat hesitant to engage in certain surveys, if in any at all.
However, contrary to their belief, customer surveys are not an expensive whim constructed by marketers: they bring real results.
Today, customer insights and customer behaviors are considered to be more valuable than gold. This is because they allow creating an effective brand strategy, shaping up the marketing campaign, and catering the services in the right way.
So, how exactly do customer surveys help me make better business decisions, you might ask? Let’s see.
1. Research your target audience – know exactly what they need.
Target audience research is a valuable source of customer insights: starting way before launching the brand even. By figuring out ‘your person,’ you can better form a marketing strategy and shape the services you offer. In addition, target audience research can help with learning interests and problems your customers have: and we all know that a good brand always offers a solution to an issue audience struggles with.
Target audience research can be conducted in a lot of different ways. For example, you can use online surveys or in-person interviews on busy streets, whatever you feel helps you achieve the goal you have set.
The bottom line: target audience research conducted before the brand’s introduction allows said brand to shape the product/services, position on the market, and develop a working branding/marketing strategy.
2. Know the direction for further development.
This one’s easy, and most brands nowadays do it. When you, as a brand, trying to figure out the direction for further development – why not ask your clients? After all, it’s them who will be using your services, and they know exactly what features they lack.
Some brands send emails with polls, some grant discounts for taking a quick quiz: depending on the audience you are working with, the methods may differ.
The bottom line: customer survey data can be applied when debating further development of the brand. You may introduce the new services to your audience beforehand to learn they would use them, how much they would pay for it, if it will solve their problem, etc. This will help you create a roadmap, put together a payment system, and learn the livability of the services.
3. Conduct brand audit – detect the cons.
With customer surveys, you easily launch brand audits and know what your brand is in the eyes of your customers. How they view your services, what they consider to be your positives and negatives. Customer satisfaction surveys may come in handy with collecting data reflecting the attitude towards your services.
For example, you can try Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS) to see how your audience likes the services you offer. For more detailed research, you can use an online survey, phone survey, or email survey.
Also, it would be a good practice to engage in mystery shopping/mystery calling. Finally, checking how your brand works from the inside may help you create a much more pleasant customer experience by simply perfecting the little things you think don’t align with your values.
The bottom line: brand audits may be used to detect the negative experience and pain points your clients have on their customer journeys. As a result, you will have a detailed plan of what needs to be changed and how you can make your customer journey immaculate.
4. Conduct competitors’ analysis – get a better stance on the market.
Analyzing your market neighbors is done to:
- Differentiate your brand from the competitors. Oftentimes a few companies working in the same market niche end up looking too similar to each other. Your audience needs something to grab on to, something that will stand out: this special feature can only be found through competitors’ analysis. Whether it is something very trivial like your website design, or something more global, like your entire market positioning, there is no benefit from being similar to your competitors. For this same reason it is not recommended to copy other company’s design – any brand needs its own look and feel.
- Drive sales by offering more/orbiting new campaigns/offers/services around the ones that were painful to use with your competitors. Competitors’ analysis can provide data on what customers don’t like about their brands. By eliminating this issue, you can drive away a part of their audience, increasing your sales in the process. Another tactic oftentimes used is to point out the brand’s mistake in your own marketing campaign. Such moves a) target the competitors’ audience; b) alert them that there was some issue; c) let them know that your brand has no such problems.
The bottom line: competitors’ analysis will help a brand detect an entry point in the market, shape its selling propositions, and drive sales by luring away competitors’ audiences.
5. Allocate budgets for things that matter most.
Every business, especially if it’s a small one, has a limited budget. Knowing how to allocate your funds smartly may help you save some money and effectively increase the numbers. Customer surveys may be helpful to achieve that goal within many departments of the business. For example, marketing specialists can use surveys to see their strategies’ effectiveness among different customer groups. The sales team can check what communication mediums are preferable, what onboarding pain point to invest in, what software to use, etc.
The bottom line: allocating budgets can be straightforward if you know what influence channels work best. Customer surveys help see what strategies work best, allowing a business to move money intelligently across channels.
6. Offer unmatched customer experience.
Knowing what your customers look for, it is not that hard to create a perfect customer experience. While many argue that it is no use polishing the customer journey until it shines, the practice beg to differ. Statistics show that customers are willing to pay up to 16% more for products and services if it means a great customer experience.
On the other hand, more than 32% of the interviewed citizens of the USA reported that they are willing to ditch the brand they love over a single bad experience. Therefore, it is hard to estimate how much money brands lose by not investing their attention and budget into the customer experience.
The bottom line: the formula is easy: Awesome CX = brand loyalty (constant high sales + word of mouth marketing). Businesses can sell more and sell for more if the customer experience is at top levels. The attitude towards the brand, what you should slightly improve, and what needs drastic changes can be figured out through conducting regular surveys, asking for feedback, and, most and foremost, taking the collected data seriously.
Stop losing your customers
It is abundantly clear that customer surveys are crucial for any business owner – big or small. However, when deciding to practice surveys, a brand needs to find a good solution for that purpose. Checker, an omnichannel survey software, offers its users:
- Phone surveys (CATI);
- In-person surveys (CAPI);
- Email/SMS surveys;
- Online surveys (CAWI);
- Retail audits;
..and just about any type of survey you need for your business.
The main benefit of the Checker VoC Software is its integrity: you can conduct your surveys, start to finish, using a single software. No switching between apps. Collect data, analyze it, and act on it directly, all within one platform.
For CX/VoC researchers, Checker is one way to save time on the project: we offer branded data dashboards ready to be instantly sent to your end clients.
Conduct your customer surveys easily. Start now.