Surveys are an important way for support teams, HR teams, and executives to understand their customers. They’re quick and easy to draft when done correctly, and the impact is significant. They tell the customer that the business is interested in learning more about him or her.
When done incorrectly, they’re vague, they’re too general, they’re unhelpful bringing in key insights, and they’re time consuming. All these things can create a negative customer experience when you’re trying to do the opposite. Here, we’re going to break down how to leverage surveys to gain customer insights.
In order to gain key customer insights, you should first determine what you want to find out more about. If you don’t know what you’re looking for, your survey will not be clear and concise. It will cover too wide a range of topics and come off as unfocused. If the survey is unfocused and the questions aren’t relevant to what you need insights on, you’re wasting the effort your customers are putting into the survey, and it’s not going to be easy to ask them to do another one afterwards.
Segmenting your customersis a great way to target specific groups of people with specific similarities between each other. These similarities can be based on demographics, purchase history, and agents they’ve worked with. Your business can create customer profiles that are representative of all the different segments and then draft more personalized surveys. Personalized surveys targeted to specific segments allows your business to ask more than one question at a time and determine the best strategies going forward to improve the customer experience.
Survey software can create surveys, generate unique questions, and allow businesses to choose pre-made templates. They also help manage the delivery of surveys and store data collected from the surveys. When integrated with CRM software, that data can be organized and turned into powerful customer reports that offer businesses unique insights. There are tons of survey software providers to choose from, so make sure you’re picking one that best fits your businesses needs. All providers should offer a free trial so take advantage of that as well. The reports that can be generated will save you and your employees tons of time by making sense of it all for you.
One of the best ways to convince a customer to complete a survey to the best of their ability is to make the effort worthwhile. If they understand early on that nothing will come from completing the survey, they’re not likely to try as hard to complete it accurately. However, offering an incentive to complete your survey is a great way to convince a customer that this survey matters, that their opinion matters, and something will come from it. What you’re willing to give away is, of course, up to you, but don’t be cheap about it. Give away good discounts or free samples of products. This will also encourage those who take the survey to tell others to complete it too.
If you’re not sure what to put in a survey after any number of attempts, and you’re still not getting the results you’re looking for, reach out to your customers and ask them how they would rank the survey. Some questions to consider would be: Did this survey accurately represent your experience with our company?and Do you have any suggestions or issues you’d like to bring to our attention? This let’s you become even more transparent with your customers, which allows them to feel as if they can be transparent with you. This creates a culture where everyone’s looking out for each other.
Surveys are an extremely useful tool for businesses to leverage and gain important customer insights. Gaining these insights is significant because they will ultimately determine how your business is operating and what can be done differently to optimize your entire strategy. When surveys are clear, relevant, transparent, and come with an incentive, you give your business the best chance at acquiring key customer insights.
Using survey software can also be a huge benefit for businesses with large teams or don’t have enough time to sit down and draft a survey themselves. The software can automate the entire creation process and deliver them in bulk on whatever date you schedule them. From there, through integrations or a paid survey software provider, reports can be generated and contact info can be collected, organized, and analyzed.
The best way, however, to ensure you’re getting the most out of your surveys is by going into them knowing what you want to find out. You have to have a question in mind that needs to be answered. These questions need to, of course, be relevant to your business’ and your customer’s needs. If you’re not keeping the customer in mind, you’re not going to help create a more positive customer experience. Using these tips to leverage surveys to gain customer insights will give your businesses a great head start.
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