At the moment, it's safe to say that email
and Web-based surveys are the cheapest and most effective
ways to get that data you crave. Sure, people still use phone
telemarketers and snail mail surveys, but with the incredible number of
people using the Internet across the globe, it would be foolish to
overlook the ability to track people down and ask them questions via
More than anything, however, Internet and email-based surveys give your
customers a chance to give thorough, well thought-out answers, and you
the chance to view those answers showing up in real time.
Here are our top 10 reasons to use email and Web surveys:
1. Gather Feedback
Perhaps you've wondered why the product you bought in bulk is just not
selling. Maybe you're confused on why customers visit a certain page on
your Website and then drop off, abandoning their shopping carts. With
Web surveys, you can gather the feedback you need to find out for sure.
2. Figure out what products to carry next
Need a handle on what products will sell and what ones won't? Send a
survey asking customers what they'd like to see on your virtual shelves.
3. Streamline your order and checkout process
Which steps in the order and checkout process are unnecessary? Which
steps make sense, but maybe should take place outside the order
fulfillment process? Use a Web
survey at checkout to re-shape and shrink the checkout
4. Measure customer morale
Are your customers over the moon about your next line of products or
just blah? Do you need to try something new to get your customers
excited about your company? Measure morale and create a future plan
based on that data.
5. Gather testimonials
Are customer singing your praises? Use a survey to find out why. Once
you've gotten the data you need, contact the most enthusiastic
customers and invite them to create video or text-based testimonials.
6. Find out what peer companies are up to
Let's face it: you can't ask your competitor companies which products
and customer service techniques are working for them. But you can ask
your customers the same questions and get the answers you need to
adjust your own methods.
7. Adjust your customer service contact channels
Do you need more people on the phones on the weekends? Should you
invest in a live chat team? These questions matter. By crafting a
customer service-based survey you can not only hire the people and
rent/buy the technology you need, but stay competitive in your business
8. Price your goods
Don't over or under-charge for your stuff - ask your customers what
prices work for them and adjust your prices accordingly. Stay
competitive with this information.
9. Dump unpopular products and find out why some
items are slow-sellers
If you have crates of items just sitting around the warehouse not
selling, there may be a specific reason why. Use a survey to poll
customers on certain slow-selling products.
10. Set realistic company goals
Customer opinion is a great way to shape your company, down to what
types of positions get filled to how many people you'll need to keep
customers happy and the shelves stocked with goods. Gather this data
and use it to move up the ranks among your competitors.