What Should Your Customer Survey Tell You?
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What Should Your Customer Survey Tell You? These 4 Things... Learn more at http://contentsparks.com/knowcustomer
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What Should Your Customer Survey Tell You?
- 1. contentsparks.com What Should Your Customer Survey Tell You? These 4 Things…
- 2. contentsparks.com Introduction • Immediate and easy way to get info • Get objective and quantitative data • Demographics/Psychographics Media/Purchasing Behavior
- 3. contentsparks.com Demographics • Age • Geographic Location • Gender • Income Level • Education Level • Marital Status • Occupation and Employment Status • Languages Spoken • Ethnicity • Family Structure / Household Composition
- 4. contentsparks.com Psychographics • Personality • Attitude • Values • Hobbies • Lifestyle • General Behavior • Political or Religious Views
- 5. contentsparks.com Media • Magazines/Tv/Movies/Websites/Social Media • When they consume & how they interact • What websites they regularly visit • When they’re active on social media
- 6. contentsparks.com Purchasing Behavior • What they buy • When they buy it • Buying strategy • Needs to be met • Current use • Needs not being met • Deciding factors • How products are used
- 7. contentsparks.com Conclusion • Start creating your ideal customer profile • Next steps include: • Tools to create your survey • Questions to ask • How to incentivize
- 8. Use our rebrandable, customizable course to teach others how to get to better understand their customers ContentSparks.com/KnowYourCustomer
Editor's Notes
- Just guessing what your customers want is a fool’s game. The only way to truly understand your customers and their needs is to ask them! Surveys and interviews are two of the best ways to ask. In this presentation we’re just looking at surveys, and we’re going to take a short look at what information you should be aiming for.
- The survey instrument is one of the best and easiest ways to elicit data from your customers that you can use right away. You can get a great deal of objective and quantitative information, and it's easy for your customers if you create your survey in the right way. There are four types of key information your surveys should solicit: Demographic, psychographic, media and purchasing behavior. I’m going to go through each one in this presentation. Starting with..
- Demographic information is hard data about your customers. It includes things like: Age Geographic Location Gender Income Level Education Level Marital Status Occupation and Employment Status Languages Spoken Ethnicity Family Structure / Household Composition These are all the easiest questions for people to answer and they’re perfect for gathering with a survey instrument.
- The next type of information you want to gather is called Psychographics. Psychographic information includes data that's a bit more subjective. This data reflects how your customers think and feel. This is information about how they see themselves and the world around them, which is important in deciding how to craft your message to your customers’ taste and identity. It includes things like: Personality Attitude Values Hobbies Lifestyle General Behavior Political or Religious Views These typically require open-ended type questions, but if you already know a bit about your customers, you could give some multiple-choice questions to find out where most people fall in each category.
- Then there’s the media-related information. It's important to know what kind of media your customer interacts with and where they get information, especially about new products – since you want to get in front of and visible to your customers in those places. They might include magazines, TV, movies, websites, or social media. You should then find out information about when they consume this media and details on how they interact with it. Find out what websites they regularly visit and what online services they subscribe to. In the case of social media, find out when they're most active and how they engage with content there (for example, clicks, comments, likes, shares, etc.). This is information you can ask about in your surveys, but you can also gather just by doing some research online too. And finally, you need to know about your customers’….
- You need to know how your customer makes purchase decisions and about their decision-making process. Things you want to consider include: What products does your customer regularly buy? When does your customer normally buy? What is their overall buying strategy? In other words, what is their process of making a purchase? What is your customer looking for when they buy a product similar to yours? (What needs do they want to fulfill?) Does your customer currently use a product or service that's similar to what you offer? Which of the customer's needs are not being fulfilled? What is the factor that pushes your customer off the fence and leads them to make an actual purchase? How do they use the products or services similar to yours that they buy? You can start getting this kind of information from your surveys, but you’ll also want to go deeper and get more clarification by doing some customer interviews – where you can ask for more detail and explanation. One way to use surveys to get interviews is to simply ask whether you can follow up with the person, and ask for some contact details.
- With these four different key areas of information covered, you can begin to create the foundations for your ideal customer profile. You next steps are to start looking at tools to create your survey, what specific questions to ask, and how to incentivize people to actually take the survey. You can learn more about how to use surveys as well as customer interviews to really get to know your customers with our course…
- Just head over to this link to learn more. You’ll get all the materials you need to teach people how to use surveys and interviews to get a better understanding of their customers, so they’ll never be just ‘guessing’ about what their customers want. In minutes, you can use our customizable content to create your own: list-building freebie Short course Email series Webinar Live presentation ….and more! Go to ContentSparks.com/KnowYourCustomer to grab your copy