Power of Online Surveys


Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Power of Online Surveys

  1. 1. The Power of Online Survey Copyright © 2009 Constant Contact Inc.
  2. 2. How to Best Use Surveys and Polls to Keep Existing Customers and Attract New Business Our Agenda   1.  Using Surveys & Polls for growth •  It’s about your customers •  The value of online feedback 4. Distributing your Survey •  When to Survey 5. The Right Content •  Survey Examples •  Improvements to expect 6. Taking Action on the Results 2.  Using Polls & Surveys 3.  Creating an Effective Survey 7. Your Next Steps •  Defining Objectives •  Creating Questions •  Overall Design Copyright © 2009 Constant Contact, Inc. 2
  3. 3. Using Surveys & Polls for Growth Copyright © 2009 Constant Contact Inc.
  4. 4. It’s About Your Customers Your customers are the reason you’re in business Your current customers are your best path to growth. Copyright © 2009 Constant Contact, Inc. 4
  5. 5. Your current customers, best path to growth Your current customers are your best opportunity for profitability & growth   They cost less than gaining a new customer   They spend more money   They promote your business with positive word-of-mouth It's 6-7 times more expensive to gain a new customer than it is to retain an existing customer. - Bain and Company A 2% increase in customer retention has the same effect on profits as cutting costs by 10%. -"Leading on the Edge of Chaos", Emmett C. Murphy and Mark A. Murphy Repeat customers spend 67% more. - Bain and Company Copyright © 2009 Constant Contact, Inc. –  52% of consumers would feel encouraged to spend more with a company if it were to improve its overall customer experience. –  50% of consumers will always/often pay more for a better customer experience. –  53% of consumers will recommend a company to someone else because it provides outstanding service. Customer Experience Impact Report, by RightNow Technologies and Harris Interactive After 10 purchases, a customer has already referred up to 7 people. - Bain and Company 5
  6. 6. Your customers are talking! Do you know what your customers are saying about you?   Face-to face feedback and gut feelings aren’t enough to have a real view of what your customers are thinking •  What about non-vocal customers? The average business loses 50% of its customers over the course of 5 years.   - Carlson Marketing   Each detractor (customers unlikely to recommend you) accounts for the loss of 1.3 new customers through negative word of mouth. - Net Promoter Economics: The Impact of Word of Mouth, study by Satmetrix Before: A happy customer tells 5 people, an unhappy customer tells 100. Now: “59% of people use social media to ‘vent’ about a customer care experience.” - The Society for New Communications Research study Copyright © 2009 Constant Contact, Inc. 6
  7. 7. Keep an Open Dialogue with Customers Your best path to growth and profitability is:   Keeping in tune with your delighted customers to ensure they continue to be delighted   Moving satisfied customers to delighted, loyal customers   Managing unhappy customers quickly The Tools: Online Surveys & Polls Easily keep an open dialogue with your customers and quickly get balanced, actionable feedback.   Regularly find out what customers like and don’t like about your offerings   Make changes based on their feedback   Have delighted customers that will spend/donate more and bring in referrals Copyright © 2009 Constant Contact, Inc. 7
  8. 8. Value of Getting Feedback Online Why Collect Feedback Online?   Easy, fast method to collect feedback from many customers at once -  Online surveys can be made available to customers instantly by email invite, e-newsletter, website, blog, social media site, etc. -  Get a representative view of your audience that you don’t get face-to-face –  Automatically capture and tally responses. Use reports to make decisions in real time   Get more honest and rich feedback –  Customers aren’t limited by face-time so they can think of more to say –  Customers feel more comfortable sharing sensitive issues they think you might not want to hear –  Spend time/money on what you know will have the most impact   Least expensive type of research and more environmentally friendly than paper surveys –  Avoid the cost of printing and postage –  Can promote being green Copyright © 2009 Constant Contact, Inc. 8
  9. 9. Improvements to Expect from Customer Feedback Offerings   Know how you should improve existing products, services, programs, and events   Know what new products, services, programs, events are worthwhile   Website   Increase traffic, improve navigation/conversion, increase purchases/donations   E-newsletters   Know the topics that stimulate your audience, and the ideal frequency to send to customers, clients, members, donors, and volunteers   Promotional Efforts   Attract new customers, clients, members, donors, volunteers with the right testimonials, reviews, and ratings   Contact List   Update your contact database with new or missing contact information   Segment your audience in order to target their interests   Copyright © 2009 Constant Contact, Inc. 9
  10. 10. Using Polls & Surveys Copyright © 2009 Constant Contact Inc.
  11. 11. Polls: To Improve Website and Emails Have interactive, fresh and engaging content with polls ■  Immediately engage visitors/readers ■  Identify their interests ■  Show audience you are in tune with the industry and their challenges ■  Create awareness of products/services ■  e.g. Which of our new products do you like best? ■  e.g. Which membership benefit is the most valuable to you? ■  Immediate results encourages regular repeat visits to website ■  Visitors come back to see latest results and vote on next new topics Copyright © 2009 Constant Contact, Inc. 11
  12. 12. Using Polls: To Let People Rate your Content 1.  How useful did you find this content? Vote Here. 2.  Link to a poll after your content: •  •  } After e-newsletter articles End of blog entries •  After website sections 3.  Use instant results! Copyright © 2009 Constant Contact, Inc. •  Gives your audience a voice and instant gratification of what others said •  You know what content your audience values •  Use the lessons to improve the content in your newsletters, blogs and website 12
  13. 13. Polls: To Improve Newsletters and Strengthen your Brand SourceAuthority.com   Web-based retailer for manufacturing businesses   Challenge: "We wanted to make the newsletter more interactive and to show our customers that we care about the issues that are important to them.”         Solution: Include polls in their newsletters and on website   Results: ■  Engaging/interactive newsletter ■  Interesting newsletter content – the results from previous week's polls are highlighted in each issue of the newsletter. ■  Increase customer confidence - "Polls help us to build our customers and potential customers' confidence in us by showing that we are in tune with the industry. The topics we cover tell them that we understand their business challenges and are developing solutions to help them achieve their goals." Copyright © 2009 Constant Contact, Inc. 13
  14. 14. Using Surveys: To have a Web-Based Suggestion Box   Give your customers an easy way to give you feedback at any time   Great ideas from customers will allow you to do more with less Have a Suggestion Box link anywhere people can connect with you online:   Employee intranet   Website for customers, prospects, or vendors   Blog   Social media sites   Email newsletter Copyright © 2009 Constant Contact, Inc. 14
  15. 15. Using Surveys: To Improve Customer Satisfaction Dockside Restaurant Group   Successful restaurant group known for showing big games and serving large portions of high quality food at affordable prices.   Challenge: Getting Honest Feedback from Loyal Customers     Solution: Quarterly Satisfaction Surveys   ■ Lets customers rank a variety of aspects – quality of food, caliber of staff, variety on the menus, etc. Results: New Menu Items, Improved Customer Experience, Increase in Customer Traffic       “Many customers comment that the use of surveys makes them feel important and that their opinion is valued.”   Copyright © 2009 Constant Contact, Inc. 15
  16. 16. Using Surveys: To Improve Customer Satisfaction Jennifer Barley   Personal life coach working to help people achieve their goals.   Challenge: Tailoring services to meet the needs of customers     Solution:     Uses online surveys to determine customer needs ■  Make sure customers are satisfied ■  If not, learn how to adjust services before it’s too late “If you want to find the pulse of your customers, and be able to meet their needs, the survey is the quickest, most efficient way to get that done.” Results: Services designed by customers’ needs   “I am a smarter businessperson because I use Online Surveys. I am much more efficient and my customers really feel heard, listened to, and they get what they ask for.” Copyright © 2009 Constant Contact, Inc. 16
  17. 17. Using Surveys: To Improve Events/Programs Community Business Partnership NPO that helps women, minorities and veterans start - and grow - their own businesses How feedback impacts the organization:     Continually improve offerings, which increases satisfaction and attendance of events   Know which workshops and trainers were most beneficial in helping clients grow their businesses   Gain suggestions for future workshops, names of potential keynote speakers, future conference ideas “When we sough to expand the offerings, clients told us through surveys that they wanted several services that we hadn’t even thought of offering.”   Helps gain future funding by being able to report program ROI with data collected Copyright © 2009 Constant Contact, Inc. 17
  18. 18. Using Surveys: To Improve Website and Products Ford’s Gourmet Foods   Retailer of gourmet foods whose products can be found in 40 countries worldwide   Challenge: Standing out in a crowded market so they can find new customers and remind their existing clients of their tasty goods.         Solution: Include flyer in shipments with link to online survey asking their biggest fans for ideas of how to best differentiate their products.         Results:     74% Response Rate   Discoveries include: ■  ■  Need a social media presence ■  ■  Need to improve web navigation and online shopping cart Customers wanted new products: e.g., chips Feedback helping build customer loyalty: “Our customers are grateful for being given the opportunity and the forum to provide feedback. Then, they get to see that feedback being acted upon… They like feeling as if they are a part of building the brand.” •  Copyright © 2009 Constant Contact, Inc. 18
  19. 19. Using Surveys: To Get Ratings & Reviews Let your customers review your products/services/events   66% of online shoppers use other purchasers’ recommendations when buying online. 77% of the online population find reviews more useful than just company email. 20% of online buyers post an average of 9 product reviews a year. -JupiterResearch/Ipsos Insight Consumer Survey Sept 2007 Highlight reviews and quotes on website and in promotions to influence purchase decisions: “Top Customer–Rated Products” “People who use this service give it 4 out of 5 stars” Copyright © 2009 Constant Contact, Inc. 19
  20. 20. Using Surveys: To do Target Marketing Target Marketing Gets Results 58% of consumers say they unsubscribe or simply stop reading emails because “emails weren’t relevant to me.” – MarketingSherpa, September 2008 50% of email users unsubscribe when offers don’t match their interests. – Return Path 2008 56% of consumers consider marketing messages from known senders to be spam if the message is “just not interesting to me.” – Q Interactive, 2007 Spam Complainers Survey How can you know who in your audience is interested in what? Easily segment your audience with one survey: Step 1: Send a survey asking about their interests Step 2: Use the results to create targeted, “specialinterest” lists of people with similar interests Copyright © 2009 Constant Contact, Inc. 20
  21. 21. Creating an Effective Survey Copyright © 2009 Constant Contact Inc.
  22. 22. Defining the Objective Keep it Short for Higher Participation Response rates drop rapidly as length increases. Real world example: Constant Contact’s post webinar surveys   9 question survey = 15% response rate   6 question survey = 32% response rate How long should my survey be?   Don’t impose too greatly on your customers’ valuable time   Keep it to 10 minutes or less: (about 10 questions)   5 minutes or less for best results!   Tip: To know how long your survey will take to complete, take it yourself. Copyright © 2009 Constant Contact, Inc. 22
  23. 23. Defining the Objective Identify the Right Participants   58% of people unsubscribe because emails are not relevant to them*   44% of people unsubscribe because they receive too many emails from the sender* Tip to Avoid Burnout & Get a Good Response rate:   Segment your list and send your surveys only to the people who will be interested and can provide accurate answers.   List (Segmentation) Ideas: * Marketing Sherpa 2008   Why do they come to you? –  Don’t send a survey to them if they don’t buy the product you are analyzing   How do they purchase? –  Don’t send an online shopping satisfaction survey to them if they only buy in the store   How long have they been a customer? –  Newer: lighter survey; Established: more in-depth survey   Randomly divide audience into segments –  If survey is appropriate for your whole audience –  Split the audience into 4 groups and send the survey to one group each quarter Copyright © 2009 Constant Contact, Inc. 23
  24. 24. Creating the Questions     Good Questions Help Meet the Objective Use the Objective   Ask what you need to know, not what you want to know   Resist the temptation of… “Just one more question”   Every question should support to your objective   Objective: To explore what attracts customers and separates us from competitors. Do include: Pick the offers/features that makes us unique from competitors. Do Not include: How likely are you to purchase X if we began offering it? Objective: To test the feasibility of a new product Do include: What attributes would make you more or less interested in purchasing? Do Not include: Please rate your satisfaction with our website. Copyright © 2009 Constant Contact, Inc. 24
  25. 25. Creating the Questions Good questions: what you need to know to meet that objective Example: I need to understand where I should improve my business Objective: To identify the needs of my customers and what’s most important to them Need to Know:   What behaviors/services/products make my customers/members happy?   What behaviors/services/products cause them dissatisfaction?   What is most important to them? Example: There are not enough people attending our events Objective: To learn what I can do to improve the attendance to our events Need to Know:   Is there a topic / speaker of interest?   Is there a preferred location?   Is there a day / time that is preferred? Copyright © 2009 Constant Contact, Inc. 25
  26. 26. Creating the Questions Save Time and Effort: Use the Survey Templates   Prewritten questions for several objectives   Best practices built-in   Edit/remove questions   Add additional questions   Add your brand Copyright © 2009 Constant Contact, Inc. 26
  27. 27. Creating the Questions: Well Crafted Questions Use the right question type to get the answers you need   ■  What will you need to do with the results to make a change? ■  Can you create a baseline to measure future progress? Tip: The majority of close-ended questions make it easier to analyze, spot trends and create a base line. Tip: Get the best of both worlds Use a closed-ended and include a comment area so respondent may go into more detail if they wish! Copyright © 2009 Constant Contact, Inc. 27
  28. 28. Creating the Questions: Which question type should I use? Closed–ended Pros & Cons •  Easy to answer •  Responses are easy to analyze and allow for great comparison •  Answer options need to be comprehensive Open–ended Pros & Cons •  Not limited by answer options   Gain customer voice – their words, new ideas, testimonials, service issues •  Harder to answer = respondent fatigue Avoid a common mistake: Using too many open-ended questions. •  Harder to analyze •  Time-consuming to evaluate •  Limits comparison Copyright © 2009 Constant Contact, Inc. 28
  29. 29. Creating the Questions Keep Things Simple   ■  The less words the better   Questions should be short and easy to ■  Avoid biasing the response with leading questions understand Wrong: Don’t you agree that our staff is ■  Stay away from acronyms and techno-jargon ■  Avoid double-barreled questions How satisfied are you with our online ordering process and customer service? knowledgeable? Right: How would you rate the knowledge of our staff? Wrong: Are you very satisfied or just somewhat satisfied with us? Right: Overall, how satisfied are you with us?   Respondents may be satisfied with one and not the other   Ask only one thing per question Copyright © 2009 Constant Contact, Inc. Words like “always” and “never” will bias the response in the opposite direction. 29
  30. 30. Effective Overall Design Make the survey easy to read and complete To brand your survey:   Include your logo on every page of the survey for recognition   Leave the rest of the branding for where you distribute the survey (website, email, etc.) Recommendations: –  White Background –  Black Text –  Times New Roman, Arial or Verdana Copyright © 2009 Constant Contact, Inc. 30
  31. 31. Effective Overall Design The Order of Your Questions Matters Easy to re-order your questions ■  First Question (s)   Make the first questions easy to answer. Get them off and running… ■  Most important questions up front   Prioritize your questions based on what’s most important & what you can act upon ■  Profile/demographic questions at the end ■  Explain why you need the information: Improved service, Customized offerings ■  Typical demographic questions: Marital Status, Age, Education, Income Level. Copyright © 2009 Constant Contact, Inc. 31
  32. 32. Effective Overall Design The End: Where do you want respondents to go?     Once respondents complete your survey, decide where they land Two options: 1) Respondents land on a website where they can: 2) Respondents are brought to a closing page where you can:   Access an incentive   Thank respondents for participating   Register for your next event   Remind participants what will be done with the results   Review customer testimonials Copyright © 2009 Constant Contact, Inc.   Provide access to an incentive 32
  33. 33. Effective Overall Design Test your online surveys before sending   Re-visit your objective, then take the survey yourself (it won’t affect your results)   Let others who weren’t involved in creating it test it: share the Test URL Checklist:   Is the survey easy to follow and complete?   Was any part confusing or difficult to answer?   Is the survey leading respondents to answer in a particular way?   Does the skip logic work correctly? (Are all questions relevant to different groups?)   Will you be able to take action on its results?   How long did it take to complete? Tip: Pilot it to 10% of your list if you’re unsure about your audience’s response Copyright © 2009 Constant Contact, Inc. 33
  34. 34. Distributing your Survey Copyright © 2009 Constant Contact Inc.
  35. 35. Distributing your Survey Three Distribution Options 1.  Use the Survey URL to put the survey on your website, social media site, in transactional emails, or printed collateral 2.  Use a Constant Contact Invitation to create a professional looking, personalized email invitation and be able to track it’s success 3.  Insert the survey into any of your Regular Constant Contact Emails such as your newsletters, promotions or event communications Copyright © 2009 Constant Contact, Inc. 35
  36. 36. Distributing your Survey Question: Which distribution option should I use? Answer: What kind of results do you want? Anonymous Know the Identity Reward: Completely honest feedback, no bias in answers. Reward: You know who said what, can do Follow up with people that answered a particular way Risk: You do not know who is having problems to reach out and help that individual Risk: Answers might not be completely truthful because of the link to the respondent Method: Post the Survey URL on your website, social media site, include in your personal email or give the person the URL at time of interaction Method: Send a Constant Contact Email Invitation or use the Insert Survey Link in your newsletter or other Constant Contact emails                               Common for employee surveys Copyright © 2009 Constant Contact, Inc. 36
  37. 37. Distributing your Survey When Do You Need the Results? Typical Timing of Responses   Over half of the survey responses will come in within the first day   7 out 8 responses arrive within the first week   One week is sufficient if time is more important than maximizing response   Two weeks is the recommended run time (enough time to send a reminder) -People Pulse Survey Response Rate Study Copyright © 2009 Constant Contact, Inc. 37
  38. 38. Distributing your Surveys: When? Mon Tue Wed Thu 1 3 Gift Idea Email Newsletter 9 10 Sat Sun Weekend Sale SpecialsPM 8 7 2 Fri Mother’s Day Gift IdeasExtended Hours 4 5 6 11 12 13 Last day for delivery Mother’s Day 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Memorial Day Weekend Memorial Day Weekend Summer SpecialsExtended Hours 28 29 Memorial Day Weekend Memorial Day Weekend 30 31 Tip: Have a regular way for people to submit feedback (like a suggestion box.) Your audience may have feedback well before/after your scheduled surveys. Copyright © 2009 Constant Contact, Inc. Regular Communication Holiday/Event Effecting Business Promotional Communication Date Deadline Communication Action-Driven Survey New customer (How did they find you? Interests?) Satisfaction with purchase/event/project Change in the customer base (New location) Change in service/product offerings   Make available when the action occurs or soon after so experience is fresh Periodic Survey Long term customer satisfaction New product/service ideas Pulse on marketplace/competition   Coincide with your calendar –  Avoid days before/after holidays and major industry events –  Send when planned communication is light –  Avoid busy times for target audience E.g. Employee surveys for sales people should avoid end of month   Get feedback monthly/quarterly –  People can’t remember their engagement with you well when it was 6 months ago 38
  39. 39. Distributing your surveys: When?   Experience-Driven ■  Events, transactions and engagements Satisfaction ■  How people found you ■  ■  Ideas for immediate improvements ■  Ongoing to very specific audiences 2.  Planning-Driven ■  Relationships, overall satisfaction, product direction ■  Results drive strategy and planning ■  2 to 4 times per year Copyright © 2009 Constant Contact, Inc. 39
  40. 40. The Right Content for your Audience Copyright © 2009 Constant Contact Inc.
  41. 41. The Right Content Content That Will Get your Audience to Take Your Survey Content directly relates to your response rate. Keep it short & sweet and make it about your audience! ■  Consistent brand: color palette and logo ■  Personalization - avoid general salutations like “Dear Customer” , include first/last name –  Personalized emails can increase response rates by nearly 60% ■  Clearly state the topic of your survey and how participating will benefit them ■  Specify the time it will take to complete Copyright © 2009 Constant Contact, Inc. ■  Clearly display the call to action –  Place URL in preview pane. Don’t make respondents scroll down to see it. ■  Inform of confidentiality: Is it anonymous? ■  Include a closing date –  If not enough responses, could always extend ■  Include a thank-you statement from recognizable entity upon completion 41
  42. 42. The Right Content: Email Invitation Example   Branding   Personalization   Purpose   Incentives   Deadline Date   Confidentiality   Clear Call to Action   Signed by person perceived powerful Copyright © 2009 Constant Contact, Inc. 42
  43. 43. The Right Content: Email Invitation Example Benefit Oriented All about the recipient “We strive to make your experience better every time you visit.” “Your feedback will help us to better serve you in the future.” Copyright © 2009 Constant Contact, Inc. 43
  44. 44. The Right Content: Newsletter Email Example Help fulfill needs “We are grateful for any insights you can share…so that we can continue to evolve and grow and deliver an experience that fulfills the needs of our guests.”   Personalization   Purpose/Benefit   Incentives   Deadline Date   Clear Call to Action Copyright © 2009 Constant Contact, Inc. 44
  45. 45. The Right Content: Promotion Email Example Rate & Review Your Favorites   “Loyal customers like you”   “With the launch of our product reviews online, we invite you to be among the first to share your thoughts on our products.”     Feel like part of a select group   Plenty of white space   Clear calls to action Copyright © 2009 Constant Contact, Inc. 45
  46. 46. The Right Content: Social Media Website Example Research Study Request     Brand   Great reach   Clear incentive Copyright © 2009 Constant Contact, Inc. 46
  47. 47. The Right Content: Blog Example Reach & Audience Segmentation     Fun!   Interactive   Far-reaching Copyright © 2009 Constant Contact, Inc. 47
  48. 48. The Right Content: Company Website Example Understanding customers’ needs and concerns     Brand   Great reach   Clear call to action Copyright © 2009 Constant Contact, Inc. 48
  49. 49. Using Survey Results Copyright © 2009 Constant Contact Inc.
  50. 50. Taking Action on the Results The Results are In! Response rate is affected by:   •  •  •  •  •  •  •  Your relationship with survey audience The invitation/greeting page/webpage Survey length Survey design Survey topic Incentives Reminders Marketing Research Association average response rates:  10-15% for telephone surveys  Mail surveys even lower  20-50% for online surveys Did you receive enough responses to reflect your audience as a whole?   •  Sample size •  Larger the audience = higher confidence in the results Copyright © 2009 Constant Contact, Inc. 50
  51. 51. Taking Action on Results Step 1: Review the overall results to get a snapshot     Results can be reviewed as soon as they are submitted, charts can help you identify trends Step 2: Analyze your results     Export results to share with others, use filtering for deeper analysis, take testimonials from open-ended text results Step 3: Plan and take follow-up actions     Use findings to create an action plan based on changes you know customers want: a.k.a. prioritize resources The most important part of creating online surveys and polls! Step 4: Follow up with respondents   Easily create lists of people with similar responses, target future communication based on interest, share insights and actions   Step 5: Survey again to know if your action plan is working!   Use the results of your first survey to measure the impact of your actions   Use the same questions in your next survey to be able to accurately measure your results over time Copyright © 2009 Constant Contact, Inc. 51
  52. 52. Taking Action on the Results: Polls The Poll Results are In! And the next free webinar is…   “With 71% of the vote, the next free webinar from Constant Contact is Growing your Email List. Thanks to everyone who voted! Register now to reserve your spot.” Copyright © 2009 Constant Contact, Inc. 52
  53. 53. Taking Action on Results: Survey Survey results say: create a loyalty program to win new business Follow up email says… “During our latest survey you indicated that you would recommend our salon to your friends and family…and we’d like to take you up on your offer! Copyright © 2009 Constant Contact, Inc. 53
  54. 54. Taking Action on Survey Results Andover Liquors “I run a series of tastings with themes based on different wine growing regions.   Attendance was inconsistent and beginning to drop. Through surveys, I discovered that   people were not satisfied with themes about regions and grapes. They wanted information about matching wines with meals. I changed the focus of my e-newsletter and my tasting themes.   Attendance has increased.” Andrea Wine Manager Andover Liquors       Copyright © 2009 Constant Contact, Inc. 54
  55. 55. Your Next Steps Try it, free!   ■  Sign up for a 60-day trial of Online Survey and Polls Ready to learn more?   ■  Visit the Constant Contact Learning Center and join the weekly, live Survey Tour ■  Watch on-demandTutorials ■  Read Product Guides Let others help you expand your knowledge   ■  Join the ConnectUp! online community: community.constantcontact.com Copyright © 2009 Constant Contact, Inc. 2008 55
  56. 56. Your Turn! Copyright © 2008 Constant Contact Inc. Questions?
  57. 57. Thank you for your time! Copyright © 2009 Constant Contact Inc.