Customer surveys are a great tool for finding out what your customers think of your company, products, services, and how they compare you to the competition.
Why do customers buy from you rather than the competition? What other products and services do your customers need?
Having the answers to these questions presents a significant competitive advantage. Understanding your customers’ needs and wants allows you to develop new products and services or improve existing offerings. In turn, this can lead to higher sales, better profits, increased market share, and more satisfied, loyal customers.
We create highly tailored customer surveys to capture the Voice of the Customer. From developing, testing, and distributing the survey to response analysis and providing insightful recommendations, we help you gain a deeper understanding of your customers.
Historically, our professionally crafted online customer surveys have a track record of high response rates and participation rates. This adds to your confidence in the survey results.
Capture the Voice of the Customer
An online customer survey is a very effective and cost-efficient way of collecting customer feedback. A web survey can be distributed to a customer base of any size quickly and easily. Even a large, global customer base can be reached easily and efficiently.
A customer survey provides insight into issues such as:
- Overall satisfaction
- Product winners & losers
- Need for new products or services
- Company strengths and weaknesses
- Competitive position
- Strongest and weakest market segments
- Real vs. perceived competition
- Future purchase intent
- Regional differences
- Net Promoter Score
- Brand strength
- Experience with Customer Service
- Satisfaction with sales reps
The results from an in-depth customer survey allow you to implement changes that have a direct impact on customer satisfaction and your firm’s ability to serve their needs.
Also, a survey can highlight new markets, needs for new products, and ways to improve your firm’s competitive position.
Customer Survey Services
Our customer survey services for B2B firms provide complete survey development support.
We develop and implement comprehensive, cost-effective online surveys that give you deep insight into what your customers are thinking about your firm and products. Armed with this information, you can then decide what to do next.
Our customer survey services include:
We meet with you to learn about your business and to set specific goals and objectives for the survey.
The survey can either be broad-based, touching on a wide array of topics, or it can focus on a particular topic of importance.
Once the objective of the survey has been defined, we start working on creating the survey structure and the survey questions. All of this is done in close collaboration with you to make sure the questions are relevant and that proper wording and terminology are used.
If you have a large, diverse product portfolio, the survey structure can become somewhat complex if there are questions related to specific products. Also, if you serve multiple market segments, it makes a lot of sense to have specific questions for each market. Of course, this adds to the survey complexity.
Using state-of-the-art survey software, we create participant-friendly surveys using “branching” to make sure that participants only see those questions that are relevant to them. This improves the completion rate.
Once the survey structure and questions have been approved, we finalize the coding of the online survey. The next step is testing the survey for clarity and relevance of the questions as well as the structure and flow.
In addition to in-house testing, it is good practice to get some customers involved. These could be “friendly” customers who are willing to spend the time and are comfortable providing honest feedback.
With the survey development completed and the survey activated, it’s time to invite your customers to participate.
We send out email invitations for participation in the survey to the distribution list you provide. Distribution lists of any size, even global lists, can be processed easily.
If your contact list is somewhat stale, we recommend cleaning the list first and removing any old email addresses.
As long as the online survey is active, we monitor the participation and make sure there are no technical glitches.
In addition, we send reminder emails to participants who may be at risk of forgetting about the survey. This improves the participation rate.
After the survey has closed, usually after two weeks, we start analyzing the responses.
The survey analysis involves generating the statistics for each question, interpreting open-text responses, and using cross-tabulation analysis to identify relevant relationships between survey variables.
For example, cross-tabulation could show that your competitive position is significantly stronger in one market segment than another. Or that product satisfaction is higher among “new” users compared to those who’ve been using the product for a long time..
This insight can be very helpful for better market segmentation, addressing product performance issues, or fine-tuning the marketing message, to name a few..
Finally, we create a comprehensive survey report with graphs, charts, tables, and cross-tabulations to present the results in a quantitative and qualitative way.
The survey report includes observations, interpretations, as well as recommendations for what to do next.
To find out more about our customer survey services, please contact us. We’ll be glad to answer your questions.