Feedback surveys can be a powerful tool in the arsenal of a B2B marketer. When designed and disseminated correctly, the results can provide you with a good sense not only of how your clients are feeling in general about your products or services but also what your clients’ challenges are and how you might improve your products or services in order to keep ahead of the curve. Surveys can even give you an indication of how successful your marketing strategy is, providing you with insight into how your clients are receiving information about you and how best to communicate with prospective clients.
In summary, surveys can provide an excellent snapshot, not only into how your clients are doing but into how you need to evolve to stay competitive.
The key to a successful feedback survey is having a strategy for their design, a plan for how and to whom the survey is distributed, and a good sense of how the survey results should be interpreted and reacted to. With this holistic strategy in place, you will find that the work involved in the planning will reward you in terms of improved services and an enhanced reputation.
How should you conduct them?
Step 1: Start by defining the reason for conducting a survey and your target audience.
The first step is to understand why you are conducting a survey in the first place – do you want to increase awareness of your service or to sell more products? The important thing to remember is to be selective – knowing what you want to achieve through conducting your survey means you can refine your target audience and ensure that the results offer quality rather than simply quantity. After this, knowing who will be the recipients of your survey is vital. By targeting a particular audience for your survey, you will ensure that the results you receive are more specific and therefore more valuable.
Step 2: Understand what are you measuring.
Again, this is closely tied to what you want to get out of your survey. Once you know why you are conducting the survey and who you are targeting, you then need to decide what it is about the business you want to improve. Are you keen to hone your service or to get a sense of how your staff are engaging with clients? Do you want to assess the reputation of your company or are you simply concerned about whether the price of your services is competitive? At the heart of any surveying, the strategy is a strong sense of what you want to achieve through your survey.
Step 3: Know what form your survey should take.
Surveys can take many forms and can be conducted in a variety of ways. They don’t have to be simply a questionnaire on paper – they can take the form of a telephone call, or a micro-website, or even a set of face-to-face interviews. The form you choose should be tied to your objectives, the number of individuals you are surveying and the nature of your business. Once you have decided on the form of the survey, you need to write the questions. Make sure your questions are to the point and don’t ramble. Make sure the language is clear and concise. Don’t ask too many questions – you don’t want your survey to be overly long. If you are asking questions that require ranking, make sure you are consistent throughout the survey so you can compare the results.
Step 4: Know how to read and react to the survey.
Knowing how to read and react to a survey is vital. This is the key step that turns your survey from an information-gathering exercise into an agent for change and improvement. The seeds of reading your survey will have been sown in the beginning. You have already planned what it is you’re hoping to improve in your business, so you will know how to get the information from the responses to your survey that you need to catalyse that improvement. You need to target the low scores in your survey and focus on them when drawing up an action plan to drive improvements. Try segmenting the survey, explore how different respondents perceive your business.
How can we help?
At Chartered Developments, we are passionate about helping businesses to grow and thrive. Conducting surveys over the phone is a great way of directly accessing the opinions and views of your clients – a well-planned and conducted phone call can reveal far more about what they think than a simple online or paper survey. We can help with all aspects of conducting from supplying the best data to calling on behalf of our clients. For more information about how we can help you with your survey, get in touch.