what do my customers really want

Halfmoon YogaHalfmoon Yoga

B•B•Q

What Do My Customers Really Want?

© 2014

2013 Constant Contact All Star Award Winner

Kim Butler, The URL Dr.

[email protected]

facebook.com/theurldr

@theurldr

#theurldrwebinar

marketing

At its core, marketing is abouteliciting a physical and measureable

response

Pull response

What is a

2

SUBMIT

1

SURVEY

campaign?

Push content

What is a

2

SUBMIT

1

SURVEY

campaign?

Pull insights

Push questions

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?

What & Why | Structure & Questions | When & Who

| Results & Follow-up | Next Steps

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.”

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

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

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.



What & Why

Scenario #1

What kind of content

do you look for on

social media?(articles, pictures of friends

or organizations you

follow, 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

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.




What & Why

Scenario #1

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.

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.




What & Why

Scenario #2



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.


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 media

Polls

• Ask for feedback on a specific product or experience

• Ask readers to rate your organization (directly or on a review site)

Reviews

Structure & Questions

Reasons for Surveys

Employee needs Customer profiles All about events

Relevance Customer experience Customer satisfaction


Got questions?

Response rate

# of questions

Close-ended

Easy to answer

Easy to analyze and allow for great comparison

Ensure scales are balanced and clear


Got questions?SURVEY

Open-ended

Not limited by options

Provide deeper insights

Harder to answer = respondent fatigue

Harder to analyze, time-consuming to evaluate

Limits comparison


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.


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)


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)

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.


Question tips

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 feellonger)

• Don’t ask too many demographic questions…

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!

What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps

On the fly (as you need to know something)

When & Who

When to survey?

?

?

?

After an interaction

When & Who

When to survey?

Event

Survey

Regularly scheduled

When & Who

When to survey?

After a sale to get customer feedback and a testimonial

When & Who

When to survey?

After

Sale

When & Who

Categorize your audience

Regular customers or donors

VIPs

Seasonal customers or supporters

New!

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

Results & Follow-up

Get the word out

TXT

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.

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

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

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.

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

Engage in conversation

2

SUBMIT

1

SURVEY

Pull insights

THANK YOU!

RESULTSPush questions

Share results

Use consistent branding.

Personalize it.

Clearly state the purpose.

Clearly state any incentives.

Specify time involved.

Next Steps

Practical advice

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!

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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what do my customers really want

Marketing