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Getting To Know Your Client’S Needs Sans Cartoon

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  • 1. Getting to Know Your Client’s Needs Using Surveys as a Marketing Tool Nina Platt Thomson West Librarian Relations National Library Week April 15, 2008
  • 2. Introduction
    • Why
    • How
      • Creating
      • Conducting
      • Analyzing
    • Summary
  • 3. Marketing : Why Should we do Customer Research/Surveys?
    • To find out:
      • What products or services are being used
      • What products or services need to be improved
      • What to improve &/ how to improve
      • What new markets can we move into
      • What can we do to create a better relationship
    • Heart of each question – What needs can we identify – How can we meet them
  • 4. Creating the Survey
    • Objective – What do you want to learn?
    • Sample – Who are your participants?
    • Methodology – What form of survey will you use?
    • Questions – What questions will you ask?
  • 5. Objective
    • Stick to one clear objective.
    • Without an objective as a beacon, questions can lack relevancy, surveys can turn into swamps of complexity, and results can fail to illuminate issues.
      • Roberta L. Sangster
      • Chair, Survey Review Committee
      • American Statistical Association
  • 6. Objective
    • How well will the requested information help me meet my objectives?
    • How much detail do I need?
    • Can I get the desired information elsewhere?
    • Roberta L. Sangster
      • Chair, Survey Review Committee
      • American Statistical Association
  • 7. Cost Recovery Example - Objective
    • Gauge understanding of cost recovery policy by partners and associates
    • Get feedback on partner’s willingness to charge clients for online research
  • 8. Survey Sample
    • Entire population
    • One or more subsets
    • Biased samples
    • Quotas
    • Confidence Level – 90%, 95%, 99%
    • Margin of error (3% - 5% acceptable)
  • 9. http://www.raosoft.com/samplesize.html
  • 10. Cost Recovery Example Sample
  • 11.  
  • 12. Methodology
    • In-person
    • Telephone
    • Written – mailed/drop-off
    • Email
    • Web
  • 13. Cost Recovery Example - Methodology
    • Web-based survey
      • Many vendors – SurveyMonkey, Zoomerang, etc.
      • Inexpensive
  • 14. SurveyMonkey
  • 15. Zoomerang
  • 16. Questions - Basic
    • Multiple choice
    • Numeric open end
    • Text open end
    • Rating scales
    • Agreement scales
  • 17. Question Order
    • Easy questions at beginning build rapport
    • Leave till the end
      • Hard or sensitive questions
      • Demographic questions
      • Other comments
    • Look for the natural order
    • Agreement scales – agree to disagree – left to right
    • Answer choices –results differ using different methodology
  • 18. Questions - Tips
    • Keep it short & simple
    • Provide a good intro
    • Use “Don’t know”, “Not Applicable”, “None” and/or “Other”
    • If a question is “nice to know”, don’t ask it
      • Keep your objective in mind at all times
    • Assure confidentiality
    • Stay away from combining questions
  • 19. Questions - Tips
    • Avoid technical terms and jargon unless they are well known among the participants
    • Keep number of fonts and colors to a minimum
    • Use color consistently
    • Consider your sample when designing pages
    • Group similar questions on each page
    • Test the survey, personally and with a small test group
  • 20. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q1. Are you aware of the firm’s current policy for cost recovery of online research services? Yes/No
        • If yes, skip to Q3.
        • If no, move to Q2
      • Q2. Briefly state policy, ask “Do you agree with the policy? Yes/No
        • If yes, skip to Q5
        • If no, skip to Q4
  • 21. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q3. Do you agree with the policy?
        • If yes, skip to Q5.
        • If no, move to Q4
  • 22. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q4. If you don’t agree with the policy, why not?
        • I would prefer not to charge clients for these services
        • I would prefer to offer better discounts for these services
        • I would prefer to charge for premium services only (premium services are those that are not covered by the firm’s flat rate)
        • My practice is in an industry where clients refuse to pay for these services
        • We should be treating all research resources as overhead
        • Other
          • Go to Q5
  • 23. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q5. The firm’s online resource expense is 2.5 million a year which would need to be treated as overhead should the firm decide not to charge for these services. Does that change your thoughts on the policy?
        • Yes
        • No
        • Additional comments?
  • 24. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q6. On an average, what percentage of online resource expense charges do you write off during a year?
        • None
        • 1-5%
        • 6-15%
        • 16-25%
        • 26-50%
        • 51+ %
        • Not sure
          • If None, go to Q8
          • If any other answer, go to Q7
  • 25. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q7. What prompts you to write off online resource expenses? Answer all that apply
        • The associates doing the work screw up
        • I sometimes make mistakes
        • The fees are too high (in my estimation)
        • The fees are too high (in my client’s estimation)
        • My client refuses to pay regardless of the amount
        • Other
  • 26. Cost Recovery Example : Questions
    • Objective: Get feedback on partner’s willingness to charge clients for online research
      • Q8. Do you have any general comments you would like to share?
  • 27. Thank you
    • Provide a thank you message to those completing the survey.
  • 28. Conducting the Survey
    • Pre-test the questionnaire, if practical - Test the questions
    • If surveying by web, mail, email, send survey to participants
    • Follow-up with non-responders by sending survey again
    • If interviewing in person or by phone, conduct interviews and enter data
  • 29. Analyzing Results
    • Produce statistical tables
    • Develop your findings or conclusions
    • Write a summary and make recommendations if requested
  • 30. Analyzing Results
    • Examples of results
      • Cost recovery example
      • ERM example
      • Chart example
      • Evaluation example
  • 31.  
  • 32. Summary
    • Create objective/goal
    • Select participants
    • Decide on format
    • Create questions
    • Pre-test
    • Contact participants and conduct survey or interview
    • Follow-up if needed
    • Analyze results
    • Report
  • 33. Questions? Nina Platt 612-280-4204 [email_address] Strategic Librarian The Law Firm Intranet

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