That Drives More Information About Your Customers and Prospects!
Direct marketers know that personalization is more than a name. In the digital age, consumers expect you to know a bit more than just a name.
Last week’s post, “Three Basic Personalization Trends That Can Make…” illustrated that point, but particularly, the first point, ACCURACY. Call someone the wrong name or send them the wrong product color and watch how fast your face can turn red with embarrassment.
Three easy steps to start your march toward accuracy.
- If you really want to know about your customers use my stealth approach; ask them.
- If you want to know what other offerings your customers may want, use the cloak and dagger method; ask them.
- If you want to know what prospective customers think or what they are looking for; you ask them.
It sounds simple enough, but customer opinion surveys are one of the most overlooked marketing tools. Why, you ask? When was the last time you answered one question for a company you do business with?
The key in that sentence is the word and meaning of one. Ask one question at a time.
Let us look at a few samples and present a few ideas to make your survey mean something to the recipient and to you as well.
Customer Satisfaction Survey.
Customer Satisfaction surveys allow you to discover how customers feel about the way you are conducting business. They are most successful when some questions allow for “rankings,” so that you have specific results to compare.
For example, “on a rating of one to five, with one being poor, three OK and five excellent, how do you rate our service preformed at your location, on May 13, at 1:00 PM?
These questions are also quick to complete, but just to make sure, in your introduction, give them the approximate time they’ll need to finish the survey. If someone wants to vent or express their gratitude, leave a comment section in each question, but as optional.
Your best success with these type of questions is no more than three questions or a completion time of 30 seconds or less.
The word survey in the section heading was not crossed out by mistake. The word survey means a lot of time and questions to most people. Since people place a high value on their time, don’t try to infringe on their time.
In a service call, train your service staff to get answers to questions you need for better marketing. This is a good place to ask a few open-ended questions. Plus, face-to-face usually gives you more answers about your customers.
In addition, train your service staff to “look” for additional clues, such as color scheme or the age of other home equipment to aid the accuracy of future marketing communications.
These types of questions are also good for collecting information you do not have, such as an email address or another demographic segment you may need for your database.
Another sure way to increase the response is to offer something free or a discount on their next purchase.
These are just a few ideas. Depending on your business, you may find other questions to ask in a customer satisfaction survey.
For instance, when using a customer-centric marketing strategy, an organization differentiates their customers in order to send relevant messages to their customers and gather additional data.
Remember that your customers are individuals. They represent different levels of value and they have different needs. It’s in your company’s best interest to gather customer information.
You need to ask them for their opinions and analyze their answers in order to differentiate among them. Plus, the most important attribute of customer data – ACCURACY!
Additional posts and articles to read more about collecting consumer data:
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