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Getting a Lot, Little by Little
Valuable customer insight can be gathered in drips over time
In recent issues of this newsletter, we've provided you with strategies for writing effective survey questions and getting to the heart of the matter when planning and conducting a survey. However, it's not always feasible -- or practical -- to create comprehensive surveys that cover all aspects of your business. Even if you have the time to construct such a questionnaire, asking your customers to fill out a long survey every month might be a little too much to ask.
So how do you get important and consistent feedback from customers without overwhelming them? Try "drip feedback," which is when you conduct very short surveys (we're talking two or three questions max) on a regular basis. Drip feedback allows you to get your customers' quick thoughts on their experiences with you or about the quality of your products and services.
Keys to a steady drip
We all know the adage "time is money." Well, the same is true for you and your customers. Saying you're "looking to collect some quick feedback" -- as opposed to conducting a survey -- signals to your customers that your inquiry is personal and is not going to take up too much of their time.
When you're using drip feedback, it's just as important to make sure the questions asked will return to you actionable data, such as "Rate our affordability on a scale of 1 to 10." Only use open-ended questions for explanations where necessary, such as if you're trying to tackle a larger problem (e.g., "If you rated us below a 6, please explain why"). Ratings data can easily be graphed to show trends.
Do not get carried away, though. While the data collected is useful, keep the feedback short with only a couple questions on a single topic.
Drip out gradually
One way to use drip feedback is to use the same set of questions and rotate them over time. This method is great if you seek feedback after every interaction -- a sale, donation, or service call, for example. These kinds of surveys will allow you to discover trends and see what about your business or organization can be enhanced so you're better serving your customers and members.
Another way to use drip feedback is to "drip out" sections of a larger, broader survey over time -- just as long as the information being collected isn't time-sensitive and you keep each "drip" to one topic.
Keep in mind that if you do this, each set of answers may not come from the exact same people as a previous set. However, it will give you a read on the current pulse of your customers.
Drip all over the place
Once you've got your short feedback forms built, incorporate them into your communications strategy by embedding them throughout your online presence. Where appropriate, put links to them on your website. Add certain "How did you find us?" questions to your welcome email. Print the URL of your "How did we do?" questions on the hard copy receipt you give to customers. Any place your customers interact with your business is a good place to ask for feedback.
Though we stress online marketing and surveys, don't exclude face-to-face customers from your drip feedback efforts. You can print out your feedback forms and leave hard copies next to a checkout register for customers to fill out, much like the ratings card that can be found on your restaurant table.
It's all about relationship building
The difference between being in business and doing well in business comes down to relationships and building them between you and your customers. I've never been in a good relationship where one side did all the talking. The more questions you ask and the more you listen, the more common interests you will find with your customer base.
Using drip feedback at multiple touch points is a great way to engage in that all-important two-way conversation with your customers and clients.
Eric Groves is the author of The Constant Contact Guide to Email Marketing, in stores now. To read an excerpt and get more information about the book, click here.
