This article discusses the use of customer surveys on company websites. It may seem like an exercise in wasted time, but there are some great marketing benefits that can result in improved customer relations and business growth.
How well do you know the real needs of your customer?
Marketing experts will tell you that in order to grow your business you need to understand your target market and the real need your product or service provides.
The best way of getting to understand your customer’s need is to ask them. One way of doing so is to place a survey on your website and ask your customers and prospects to complete it. A survey is a series of questions that you have set up to help you understand the problems your customer/prospect faces and how you could address these.
However, running a survey on your website adds a lot more benefits than just getting some answers to your questions. Consider these additional benefits:
Instead of just saying that you care (which most of use have grown immune to anyway) you show it to those you communicate with. This builds good-will and you begin to position yourself as someone who can be trusted in the eyes of your customers/prospects.
By asking your customers/prospects about their experience, expectations and feedback, you gain some valuable insight into the behaviour of your target market. You can use this information to structure future product/service offerings and tap into the latest trends in the market.
Regular communication with customers/prospects is priceless, as it builds the relationship that will grow your business relationship. Asking for their help in providing feedback rather than sending them a sales brochure or a meaningless newsletter is a powerful way of setting you apart from your competitor.
Spend a bit of time defining the questions you would like to know the answers to and get your website developer to place the survey on your website. Then use social media, email and your normal communication process to ask your customers and prospects to complete the survey.
If you are not sure how this applies to your unique circumstances or how to get started, please contact us and we will be happy to share some further thoughts with you.
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