subject: The Market Of Business Surveys [print this page] What is the difference between successful businesses and those that are lacking either profit or sustainability? While profit analysis is an effective form of comparative analysis, it may be more fruitful to look into how aggressively a company engages its customers or clients. Are there viable avenues for providing feedback? How actionable is this feedback? Is it worth the time and resources needed to aggregate this feedback?
The answer is yes. Investing the time to manufacture a product and then convincing a target audience that the product is now an essential costs money -- lots of money. The last thing you want is for potential consumers to be indifferent to your product. So, how do you engage them? How do you craft a business survey campaign that appeals to them? You ask them!
A number of companies would rather not deal with customer feedback. They instantly think of customer complaints and want to shutter the entire project. Complaints, however, are essential for understanding what you're not doing right. A complaint can directly inform you next marketing decisions. Moreover, it can help make for a more appealing, more profitable product. If you're not doing it right, you need someone to tell you -- who better than the customer?
So, what is the more effective way of soliciting customer feedback? That depends on a number of factors. First and foremost, do you know who your customers are? Are they comprised of a specific age group? Are they Internet savvy? Can they quickly provide feedback through a dedicated email or page on your website? If so, ask them for their feedback! If not, consider hiring an established marketing firm or survey company.
Regardless of the method you choose, it's essential you appropriate some way of getting feedback. Businesses can't operate in a vacuum. They need feedback -- and lots of it. For the sake of your own company and its long-term success, try to incorporate as many feedback streams as possible. Not only will your customers feel empowered, you will be solidifying a sense of brand loyalty.
by: Fabain Toulouse
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