Why Customer Surveys are More Important – and More Risky – than Ever
No matter what industry you’re in, you’ve probably noticed that your customers expectations are changing rapidly. Often, those changes can catch you completely by surprise.
Keeping up with those shifting wants, needs and standards can feel nearly impossible for any business. So how can you really keep a pulse on what your current customer base – and your target customer base really want? How can you gain true insight into how well you’re meeting those needs?
Easy answer: you ask them. Whip together a survey and send it out.
Too often, growing businesses shy away from surveying. Or, they attempt to survey but end up with results that seem difficult to decipher and impossible to use.
That’s why I planned on sharing my no-nonsense tips for creating a fool-proof customer survey. I still plan to do just that. But first, I want to share this very thought-provoking article by user experience researcher, Janelle Estes that I found on Marketing Insider. In it, she points to the growing perils of surveys that are not securely grounded in a sincere desire to better understand customers – and an authentic commitment to listening to their feedback, responding meaningfully, and making changes as necessary.
Take a look at it here.
Next week, I’ll share those Survey Tips with you.
by Bobby Matthews
Senior Vice President, Sales and Marketing
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