Many blogs that tell us how to use platforms. Applications to design and launch satisfaction surveys. In just a few minutes, from SurveyMonkey to r there is no doubt thaessential. To know them and their pros and cons.
The end of the road or process
Once again we forget what truly important. Applying a marketing methodology. The conceptualization of the idea. The approach, the design and the execution of the satisfaction survey. The action plan and the integration into.
Good would it do if they want
to sell me the best sports car on the market, without first giving me lessons on how to drive sports cars?
We cannot forget that the satisfaction survey as a key marketing tool seeks to achieve specific objectives, objectives that will differ depending on whether or not the methodology designed for this purpose is applied.
Approaching the concept: satisfaction survey
The satisfaction survey is a data collection tool that will help us to know the opinions and impressions, both qualitative and quantitative, of our client portfolio; analyzing, among other aspects, their purchasing experience as a user, their impressions and evaluations of the brand and the service… to draw conclusions and results, from which we will develop appropriate marketing strategies.
It should be understood as a two-way communication mechanism, an intimate dialogue between customer and brand, which will generate a positive response from the company.
In this sense we can establish three phases:
First phase: where the company asks, launches the survey and listens; and where the client receives the communication, exposes and makes a statement.
Second phase the company
Collects feedback and acts; and where the customer receives, perceives and enjoys the improvements.
Third phase: where the company asks and listens again; and where the client speaks and makes a difference again.
A continuous feedback based on permanent feedback, on action-reaction, and therefore on the search for continuous improvement of the company’s business processes.
Satisfaction survey: the briefing
As expected, the first step in conducting a satisfaction survey is to create a briefing . This is the starting point document that will help to specify the action and provide it with economic, time and resource meaning.
The minimum parts that the briefing should contain are:
Description of the action : at this point we will describe the action in detail, answering the questions: what do we want to do?, why? and how?
Target audience : we will define exactly who we are going to direct the communication to, based on the criteria set out in the description of the action.
Communication channel : through
Support and platform are we going to launch the survey?
Objectives : We will set the objectives to be achieved with the action: measuring the user satisfaction index, competitive position with respect to my competitors, efficiency in customer service…
Measurement and monitoring : we will mark the measurement and monitoring indicators if necessary, from the opening rate, to bounced emails, response rate, CTR….
Monitoring can carri out, for example
The medium term by comparing data from an initial survey with a second one after the time in which the improvements were applied, to measure whether the actions have been effective.
Designing the satisfaction survey, we must take these factors into account, as this can the difference between success and failure.
Segmentation : This is the crucial point of a survey, correctly defining the target of the action and correctly segmenting the database. To do this, we will analyze what data we have on our clients, to accurately define the selected profile.
Sending the survey to the entire database
The segmentation carried out will determine the content, focus and tone of the satisfaction survey.
Question design : at this point, many friendly blogs talk to us about the different types of questions, whether open/closed, dichotomous or multiple choice (it is important to know them).
We will emphasize that the selection of the question is vital, that is, what data we want to extract, and then how I am going to formulate it so that the client responds in the easiest way.
Advertisers collect all the content collected from licensed websites and promote their products/services to increase sales – as UserEngage whatsapp data (on one hand we collect all whatsapp data potential user data under one window, on the other hand quality trumps whatsapp data to provide you business leads). We have also updated our library, we mentioned earlier that the clock of our customer whatsapp data 79 works 24 hours, all the content will be reflected in our library and you can use it to promote your business.
Focus : Surveys should focus
on a specific topic or area to get the most out of the survey and not distract the customer.
Sometimes, in order to save time, we send out endless surveys that cover a multitude of areas in which the client ends up getting lost and therefore abandoning the survey.
Materialization : how we materialize the survey is also a decisive factor; the design, creativity, usability, correct language and tone, simplicity… will make the survey be attended to to a greater or lesser degree.
Types of satisfaction surveys
The way in which surveys are conduct and the method of collecting data from the questions asked will depend on factors such as the total number of clients in the sample, their geographic location, the budget we have allocated to the project, and primarily the quantity and quality of the data we have available from our client portfolio.
In principle we can talk about 3 general types of formats:
In-person : This type of survey has a higher response rate, although it can also have a high bias depending on the location and questions selected.
The cost of this type of survey is high due to the greater deployment of human personnel.
Online : They are more affordable
even free, as they save us the personnel costs of developing them; they usually have a good cost-benefit ratio, although the response or conversion rate is usually lower.
We found different alternatives to make it reach the target audience:
Telephone : This is a type of direct survey, with a high cost and lower response rate due to the saturation of telemarketing campaigns.
Sometimes, if it not design correctly, it can even be counterproductive for the client due to the saturation of calls that we receive daily from customer service and direct sales.
Mobile or digital devices : new. Technologies make it possible for us to place. Mobile or digital devices at specific points. Simple satisfaction surveys such as on faces.
Real example of satisfaction survey
Below we include the questions relating to a satisfaction survey that we designed for the Museo Picasso Málaga , during the years 2010-2012, with the company IMC , to evaluate the degree of satisfaction and the experience of the museum visitor.
The overall project was broader
The market research conducted covered more critical marketing areas.
In this case we opted for a face-to-face about current marketing in ukrainian survey method, with a physical form and direct data collection, interviewers vs. respondents.
We must never forget that a satisfaction
Survey a tool that must inclu. A loyalty plan; it cannot us as an isolat tool.
Conclusion, satisfaction surveys aleart news will. Help us collect data, which, when analyz and put into context. Will facilitate decision-making on variables. Directly affect the company’s or business’s marketing mix.
