One of the most useful qualities for self-development of a person as an individual, and an effective tool of an Internet marketer is to ask questions and do analysis of answers.
In order to learn about your target audience, you need to correctly build your polls. This will allow you to find out whether changes in the company’s work are necessary, to identify the strengths and weaknesses of the product, and so on. The resulting data becomes a powerful tool for promoting products and services. Organization of surveys increases the attendance of the page in the social network and other resources.
Each brand is different, but there is one important point that everyone needs to keep an eye on — the NPS (Net Promoter Score) consumer loyalty index. This indicator provides information about the customer relationship with your company and helps to find the shortcomings.
Answers are divided into several groups and determine the percentage of critics from the percentage of promoters by this formula:
NPS = (% promoters) — (% critics)
Next, to start collecting information effectively, it is necessary to define the type of poll. Types of marketing polls:
- questionnaire (personnel/clients);
- electronic poll (form on the site, mailing questionnaire by email, messengers, social networks and SMS);
- oral survey;
- poll over the phone.
The most common and convenient way to do this is through an electronic survey. It does not require unnecessary spending and resources. In addition, the portals survio.ru and anketolog.ru contain ready-made electronic paid and free questionnaires for any purpose.
The second step in creating a useful survey is to determine the purpose of the survey. The next steps in the formation of a statistically useful survey depend on its clarity.
Next, you need to choose the right respondents. It is not possible to determine all the questionnaires received in one mass. For this purpose, segmentation of the target audience should be used.
Depending on the final information, customers can form such groups:
- active clients (many/often buyers);
- regular users;
- long-term registered, but not active (weakly purchasing) clients;
- registered, but not buying at all;
- users who clicked on the link but did not buy the product;
- users by geographical / by interest groups/ socio-economic division, etc.
Any questionnaire should contain a “core” — specific questions that are specific to your particular field of activity. So that the client not only answers the questions, but also returns to your site. To attract attention and stimulate activity, some companies offer pleasant discounts or promotions. But most often, these surveys are free of charge for users.
And finally. Customer feedback is not a call to review your company’s performance, it is a new way of looking at a product you know. Remember that a well-designed survey is a very effective marketing tool to promote your brand, which requires minimal cost.