When investing both time and money into researching your customer’s views and opinions it is important that the information you glean is valuable. But how long does that value last? Is there an expiration date on the usefulness of customer surveys?
While it’s hard to tack down a concrete date on which you should throw the results in the trash, there are some strategies you can use to make your survey useful for longer.
Here are some tactics for a more relevant, long-lasting survey:
• Questions about the quality of customer service can be a great way to capture a critical view of your current processes and practices. They also can offer you the unique opportunity of solving common customer issues and complaints.
• Keep questions about short-term or seasonal products/services limited. While these types of questions may be helpful for the immediate future, they be inconsequential in a year from now. It may be more insightful to ask about the items that are in your standard line-up.
• Since the branding and logo of a business tends to remain the same for a long period of time, questions about them can help you notice a trend in how customers respond to them. The feedback you receive can help you determine if you are winning (or losing) in the branding game.
• Questions related to cost, price, and spending habits can also be helpful. Although the spending habits of customers today may vary greatly from 50 years ago, they are probably pretty similar to those 3 years ago. Unless you are in a fast-moving industry such as technology, price points often remain similar with only slight increases year after year.
Surveys help you gain important insight into the customer’s mind. The best way to use this resource is by crafting it not only for your short-term needs but also for long-term success. If your business is looking for a partner to help gain valuable insight through quality surveys, contact our team at GMS. We offer many marketing services including automated surveys and more. Let us help you hear your customer’s voice.