There are many things a business owner needs to keep track of. Revenue, taxes, insurance, rent, the variable cost, fixed cost, payroll, breakeven, return on sales, quality, quantity, etc. It makes your head spinning around. Moreover, the owner always needs to keep an eye on the most important thing, the Customer Journey. Besides all the other concerns, let’s not forget who pays the bills. Customers pay the bills. They are the most important assets that a business has. Therefore, if you have the slightest doubt that your customers might be unhappy or avoiding your business, you need to find out the reason behind their actions and feelings.
Where should I start with my survey?
Your strategy always needs to start with consumer feedback. There are many ways to get feedback from consumers, however, your budget is not that generous so you’re planning to conduct in-house research. Nevertheless, if you want accurate results you still need to be professional. If you ask 4-5 clients about their experience with your brand, it’s not called research. You might call it chatting or conversation. You need a strategy. As the famous and reputable research professor Jackie Tanenbaum from Florida International University is recommending, “Design your research strategy with the end in mind”. As a start, think about the simplest way to ask your customers about their journey as an overall experience. Either you ask them face to face or you ask them using the email, is it still called surveying.
What’s my research strategy?
There are many types of surveys but the most common are the questionnaires, either written or online. The first step that you need to take is to ask yourself the most basic questions: what do you want to know and how the information obtained will help you to accomplish what you want to accomplish? It sounds complicated but it’s not. Once you have the answer to these questions, the inspirations will come. Let’s assume that your business is not going that well lately, so you want to know how you can improve the brand experience to make more customers happy, or retain the one you have.
Ask the right questions
The first questions that come to your mind are usually related to what your brand is offering. Is my product good enough? Is my customer service good enough? Are the prices too high? If all these leave you without an answer, try to design a questionnaire focusing on the customer journey and the overall brand experience. The simplest question that most of the brands are asking their customers is “How are we doing”? Then, try to design your survey to find out what customers believe about your brand’s 4P’s (product, price, place, promotion). Another good question can be about customer service. You will want to leave a blank space for inquiries and suggestions. Make it simple but make sure it will help you to find out the answers you are looking for.
What should I do with all this data?
Depending on your choice, online or written survey, at one point you will find yourself face to face with the data. Fail to analyze the data and all the efforts you put into your survey will be in vain. There are several things you can do once you have the results, but the most important thing is to listen to your customers. Truthfully, you can’t satisfy all of your customers’ needs, but the results can offer you a glimpse of the bad and the good your brand has to offer. For example, if your customers complain about the high prices, this not necessarily means that you have to lower your prices because it can affect your business. However, you need to think outside the box and transform it into a good thing. Maybe higher prices mean quality, maybe you demand a higher price because your product is unique and stands apart. You need to make the customers understand the reasons behind a brand’s actions to easily resonate with its story. This is only one example of how to make use of your survey’s results. The possibilities and endless and so is your creativity.