what do my customers really want
TRANSCRIPT
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.
facebook.com/theurldr
@theurldr
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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.
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 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.
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
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.
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
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
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
What & Why | Structure & Questions | When & Who
| Results & Follow-up | Next Steps
Structure & Questions
Reasons for Surveys
Employee needs Customer profiles All about events
Relevance Customer experience Customer satisfaction
Structure & Questions
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
Structure & Questions
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
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.
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)
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)
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
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
What & Why | Structure & Questions | When & Who
| Results & Follow-up | Next Steps
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
What & Why | Structure & Questions | When & Who
| Results & Follow-up | Next Steps
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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