Mine Customer Data, Part III
Posted January 29th, 2008 by ybo
This month we wrap up our series on mining customer data with simple tips for making the most of online surveys.
Like questionnaires, surveys are a great way to learn more about what customers are thinking about your business. And there is a range of relatively inexpensive online tools that make it easy to gather the data. Before selecting an online survey tool, consider your goals. Options range from basic online surveys that help you monitor customer satisfaction to software that allows you to assemble focus groups for more in-depth analysis. The more complex your goals, the more you’ll likely have to pay for the program. For example, if you simply want to use an existing survey template to check what your customers think about your services, you may pay as little as $20 per month up to $600 per year. But if you want to tap into a targeted online consumer panel that matches your specific market requirements, it will cost you far more.
Web-based programs—such as SurveyMonkey and Zoomerang—for creating and administering surveys typically allow you to design and administer a survey with existing templates or on your own by following detailed instructions. Some even have a programming service that will develop and administer a customized survey for you.
Once the survey is ready, post a link to your survey on your Web site or send the link via email. Be sure to include information about privacy protection and security. Check the policy of the survey company—most will not share or sell information collected through surveys.
You can track responses to email requests and send follow-up reminders as needed. To increase response rates you may want to offer a small incentive for completing the survey—such as a discount promotion good for the respondent’s next purchase. Once customers have responded, choose from a variety of analysis features including looking at individual answers and filtering certain responses to identify common trends.
Most Web-based survey programs are available for a yearly or monthly subscription. If you’re not sure an online survey is right for you, some services offer a free trial.
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