how to use feedback and online surveys to drive action
DESCRIPTION
What do your customers and prospects really think about your business or organization? Do you know? Do you care? You should. What you don’t know could be impacting your sales and donations. Asking for and getting feedback from your customers or supporters through the use of online Surveys, Polls, or Reviews, can not only be an eye opening experience, it can be a profitable one. This Power Point will reveal simple but highly effective best practices and considerations for how to build a survey that allows you to gather valuable insights and suggestions from your audience. This presentation covers: How to set survey objectives The importance of listening Developing good questions Knowing the difference between too much and not enough When to survey Who to survey What to do with the results Learn great new strategies to help you get insightful and important information from your customers, donors, clients, or supporters about what they really want and need from your business or organization. View the webinar version of this presentation at: http://www.prescriptionsforonlinesuccess.com/portfolio-item/feedback-surveys-webinar/TRANSCRIPT
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HalfmoonYogaHalfmoonYoga
B•B•Q
Feedback and SurveysGet valuable insights
to help drive your success.
© 2014
Prescriptions For Online Success Series
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2013 Constant Contact All Star Award Winner
Kim Butler, The URL Dr.
facebook.com/theurldr
@theurldr
#theurldrwebinar
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Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Offers& Promotions
Events& Registrations
Newsletters& Announcements
Feedback& Surveys
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marketing
At its core, marketing is abouteliciting a physical and measureable
response
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Pull response
What is a
2
SUBMIT
1
SURVEY
campaign?
Push content
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What is a
2
SUBMIT
1
SURVEY
campaign?
Pull insights
Push questions
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Agenda
What are surveys, polls, reviews…and why should you do them?
How to structure your survey and how to plan “good” questions
When? & Who? – two important questions
Results and follow-up
What’s next?
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What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
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What & Why
The importance of listening
“I’d spend more if the customerservice was better.”
“If I have a good experience, I definitely tell my friends.”
“I don’t worry as much about the prices if the experience is great.”
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What do you need to know to help you take action or to make your business more successful?
Pick one thing and ask questions about that thing…be focused.
Every question you ask should already have a possible action associated with it.
What & Why
Know your objective
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What & Why
Know your objective
Do they like our product?(i.e. Do you like our orange juice?)
Do you think our Homestyle OJ is more or less bitter than other brands?
Did they like our event?
Did they like the layout of our event venue?
Was the program too short, too long, or just right?
Do you prefer a plated dinner or a buffet?
Find out if our Facebook fans prefer pictures or links to articles
Find out if people read our Facebook posts
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Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
Sample question (answer choices)
What social platforms do you use?(Facebook, Twitter, LinkedIn, Google+, Pinterest)
Possible actions based on response
Re-focus social media strategy on most popular channel.
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Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
What kind of content do you look for on social media?(articles, pictures of friends or organizations youfollow, deals/coupons, jokes, quick tips, other)
Develop desired content and feature in our social posts…also use results to build content for newsletter.
Sample question (answer choices) Possible actions based on response
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How often do you expect to see new content posted?(daily, 2-3x per week, weekly, 2x per month, monthly)
Develop posting schedule to match desired frequency.newsletter.
Sample question (answer choices) Possible actions based on response
Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
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Objective (OK): I want to figure out how to get more people to my events.
Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend.
What & Why
Scenario #2
Sample question (answer choices)
To which area would you most likely travel to attend an event?(in the city, western suburbs, our store, dinner cruise)
Possible actions based on response
Start investigating venues in the area of the greatest response.
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What kind of entertainment would you be most interested to see?(comedian, musician, performance artist, other)
Leverage local network to find talent based on responses.
Sample question (answer choices) Possible actions based on response
Objective (OK): I want to figure out how to get more people to my events.
Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend.
What & Why
Scenario #2
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Objective (OK): I want to figure out how to get more people to my events.
Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend.
What & Why
Scenario #2
At what time of day are you most likely to attend?(morning, afternoon, early evening, late evening)
Develop venue strategy and pricing based on responses.
Sample question (answer choices) Possible actions based on response
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What & Why
Types of Surveys• Sent through email and/or social media• Get feedback, segment your audience
by interest• Can be longer, but don’t have to be
Surveys
• Good for quick insight on one question• Pushed out through email, on your
website or through social mediaPolls
• Ask for feedback on a specific product or experience
• Ask readers to rate your organization (directly or on a review site)
Reviews
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What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
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Structure & Questions
Reasons for Surveys
Employee needs Customer profiles All about events
Relevance Customer experience Customer satisfaction
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Structure & Questions
Got questions?Response rate
# of questions
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Close-ended
Easy to answer
Easy to analyze and allow for great comparison
Ensure scales are balanced and clear
Structure & Questions
Got questions?SURVEY
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Open-ended
Not limited by options
Provide deeper insights
Harder to answer = respondent fatigue
Harder to analyze, time-consuming to evaluate
Limits comparison
Structure & Questions
Got questions?
SURVEY
“Do you have any suggestions for improving our products?”
Answer up to 1,000 characters
Avoid a common mistake: Using too many open-ended questions.
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Structure & Questions
Question tips
How would you rate Joe Dimaggio’s career?
Are you very satisfied or very dissatisfied with us?
(limits evaluation)
Overall, how satisfied are you with us?
What suggestions do you have for improving Tom’s Tomato Juice?
(too general)
What suggestions do you have for improving the taste of Tom’s Tomato Juice?
How would you rate the career of legendary outfielder Joe Dimaggio?
(leading question)
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Structure & Questions
Question tips
You found the service to be _____
(provide 3-4 choices)
How would you rate the food and the entertainment at the event?
(double-barreled question)
How would you rate the food?
How would you rate the entertainment?
How well did the RDD explain the use of CTAs to drive CTs?
(jargon, abbreviations)
How effectively did the speaker explain calls to action?
What did you think of the service?
(harder to compare results)
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Make your first question easy to answer.
Place your most important questions up front.
Ask for profile and demographic information at the end.
Explain why you need the information.
Keep it simple…don’t get too personal.
Don’t make these questions mandatory.
Structure & Questions
Question tips
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How long is long enough?
203 ?204 ?205 ?206 ?207 ?208 ?209 ?210 ?211 ?212 ?213 ?214 ?
• Don’t ask questions that aren’t relevant
• Don’t ask two questions if one question is enough
• Don’t ask too many open-ended questions (which feel longer)
• Don’t ask too many demographic questions…
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How long is long enough?
• Do have no more than 10-12 questions.
• Do ask multiple-choice questions (feels shorter).
• Do limit open-ended questions to no more than 3.
• Do target a 5-8 minute completion time.
• Take it yourself!
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What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
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On the fly (as you need to know something)
When & Who
When to survey?
?
?
?
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After an interaction
When & Who
When to survey?
Event
Survey
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Regularly scheduled
When & Who
When to survey?
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After a sale to get customer feedback and a testimonial
When & Who
When to survey?
After Sale
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When & Who
Categorize your audience
Regular customers or donors
VIPs
Seasonal customers or supporters
New!
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When & Who
Segment your audience
Longer survey of entire group
JanuaryShort survey of small segment of group
MayShort survey of small segment of group
September
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What & Why | Structure & Questions | When & Who
| Results & Follow-up | Next Steps
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Results & Follow-up
Get the word out
TXT
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Results & Follow-up
Hurry up and wait!
50%or more
of survey responses come back the first day.
88%of responses will be submitted in the first week.
2weeks
is generally enough time to leave the survey open to maximize responses.
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Results & Follow-up
I’m finished. Now what?
Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc.
Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results
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Results & Follow-up
Results should inspire action
Review andanalyze
1
Spottrends
2
Create an action plan
3
Follow up with people
4
Survey again!
5
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Results & Follow-up
Review statistics and data
%
• Ensure staff is trained to redeem or honor offers and coupons.
• Collect list sign-ups at redemption.
• Collect information about their experience with the deal.
• Use the same tools to follow up: email, social media and surveys.
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Introduce new services, products, programs
Improve your website
Make communications more relevant
Attract new customers, clients, donors
Segment your audience for better targeting
Results & Follow-up
Create an action plan from results
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Engage in conversation
2
SUBMIT
1
SURVEY
Pull insights
THANK YOU!
RESULTSPush questions
Share results
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What & Why | Structure & Questions | When & Who
| Results & Follow-up | Next Steps
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Use consistent branding.
Personalize it.
Clearly state the purpose.
Clearly state any incentives.
Specify time involved.
Next Steps
Practical advice
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Inform of confidentiality.
Clearly display call to action.
Include a closing date.
Include a thank you upon completion.
Next Steps
Practical advice
Make people feel like they are part of helping your organization improve!
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Next Steps
Start small
2
2 of 10
1
SURVEY
• Start with a single-item poll on your website or via social media.
• Grow to 2-3 questions and start delivering them via your newsletter.
• Eventually build to 10-12 questions, use different question types.
• Share results with respondents.
• Send out additional pulse surveys to smaller segments throughout the year.
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HalfmoonYogaHalfmoonYoga
B•B•Q
© 2014
Next Steps
Want help?
www.TheURLdr.com
The URL Dr. is your partnerin online marketing & web design
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HalfmoonYogaHalfmoonYoga
B•B•Q
© 2014
email survey promos events
www.TheURLdr.com
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HalfmoonYogaHalfmoonYoga
B•B•Q
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HalfmoonYogaHalfmoonYoga
B•B•Q
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HalfmoonYogaHalfmoonYoga
B•B•Q
Win the chance for your small businessto be on the radio
To Enter:Like The URL Dr.’s Facebook page
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HalfmoonYogaHalfmoonYoga
B•B•Q
Win the chance for your small businessto be on the radio
To Enter:Like The URL Dr.’s Facebook page
www.PrescriptionsForOnlineSuccess.com/ask-the-url-dr-question/
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Get started today…
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The URL Dr. is your partner…
© 2014