Getting to Know Your Client’s Needs Using Surveys as a Marketing Tool   Nina Platt Thomson West Librarian Relations Nation...
Introduction <ul><li>Why </li></ul><ul><li>How </li></ul><ul><ul><li>Creating </li></ul></ul><ul><ul><li>Conducting </li><...
Marketing :  Why Should we do Customer Research/Surveys? <ul><li>To find out: </li></ul><ul><ul><li>What products or servi...
Creating the Survey <ul><li>Objective – What do you want to learn? </li></ul><ul><li>Sample – Who are your participants? <...
Objective <ul><li>Stick to one clear objective. </li></ul><ul><li>Without an objective as a beacon, questions can lack rel...
Objective <ul><li>How well will the requested information help me meet my objectives?  </li></ul><ul><li>How much detail d...
Cost Recovery Example - Objective <ul><li>Gauge understanding of cost recovery policy by partners and associates </li></ul...
Survey Sample <ul><li>Entire population </li></ul><ul><li>One or more subsets </li></ul><ul><li>Biased samples </li></ul><...
http://www.raosoft.com/samplesize.html
Cost Recovery Example Sample
 
Methodology <ul><li>In-person </li></ul><ul><li>Telephone </li></ul><ul><li>Written – mailed/drop-off </li></ul><ul><li>Em...
Cost Recovery Example - Methodology <ul><li>Web-based survey </li></ul><ul><ul><li>Many vendors – SurveyMonkey, Zoomerang,...
SurveyMonkey
Zoomerang
Questions - Basic <ul><li>Multiple choice </li></ul><ul><li>Numeric open end </li></ul><ul><li>Text open end </li></ul><ul...
Question Order <ul><li>Easy questions at beginning build rapport </li></ul><ul><li>Leave till the end </li></ul><ul><ul><l...
Questions - Tips <ul><li>Keep it short & simple </li></ul><ul><li>Provide a good intro </li></ul><ul><li>Use “Don’t know”,...
Questions - Tips <ul><li>Avoid technical terms and jargon unless they are well known among the participants </li></ul><ul>...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Cost Recovery Example : Questions <ul><li>Objective: Get feedback on partner’s willingness to charge clients for online re...
Thank you <ul><li>Provide a thank you message to those completing the survey. </li></ul>
Conducting the Survey <ul><li>Pre-test the questionnaire, if practical - Test the questions  </li></ul><ul><li>If surveyin...
Analyzing Results <ul><li>Produce statistical tables  </li></ul><ul><li>Develop your findings or conclusions </li></ul><ul...
Analyzing Results <ul><li>Examples of results </li></ul><ul><ul><li>Cost recovery example </li></ul></ul><ul><ul><li>ERM e...
 
Summary <ul><li>Create objective/goal </li></ul><ul><li>Select participants </li></ul><ul><li>Decide on format </li></ul><...
Questions? Nina Platt  612-280-4204 [email_address]   Strategic Librarian The Law Firm Intranet
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Getting To Know Your Client’S Needs Sans Cartoon

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Getting To Know Your Client’S Needs Sans Cartoon

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

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