MI: What should I ask?
Casey
:
First determine what you are trying to measure and how
you want the data to come back. Ask questions that are logical to
help better serve the customer, and you have a winner. Be careful
not to ask too many that are open-ended; it challenges the survey
taker and drives up abandon rates. Many B2B surveys yield
over 30% response rates if done right and are focused on the
customer. The customer sees the value in participating because
it helps them. When companies ask income levels, number of
family members or age, the customer sees through these profiling
questions, and they can get upset.
MI: What are the primary survey types?
Casey
:
A strategic survey is done annually, every couple of years
or when a significant business change is underway. It is typically a
little longer and goes deep into a specific topic. It explores areas in
which you may want to invest based on the needs of your clients,
website usefulness, capital investments under consideration or
areas of improvement for the coming year.
The second survey type is ongoing and in real time following a
transaction or event. We all know we are only as good as the last
experience! Examples might be after a restaurant visit or motel
stay, or when a product is serviced or delivered. If the survey
is distributed close to when the interaction occurred, you get
timely feedback and higher response rates. Taking an ongoing
customer pulse helps keep an early warning system in place for
quick action.
MI: How often should I survey?
Casey
:
For most B2B relationships, survey no more
frequently than every 90 days if they are repeat customers.
B2C interactions can be more frequent; make it easy and offer
an incentive.
Also, you can get very creative in the survey process when
doing it online. You may be able to push those “very likely” to
recommend you to a social media site to leave a positive review.
Or, ask for permission to use their comments in your marketing.
Michael Casey is the president
of Survey Advantage, a Rhode
Island-based market research
firm.
Marketing Insider
sat
down with Casey to talk about
the value of customer surveys to businesses
and nonprofit organizations.
Know
You
Getting
to
Customer Surveys Yield
Actionable Insights
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