Make Customer Surveys Part of Your Marketing Plan
The best people to ask about what your customers want are your customers and your prospects of course. Then why are more companies not asking what their customers want and need?
Does it not make sense to ask the people buying your products and services what they think of them? Conducting regular surveys is an awesome way to find out if you are marketing your products and services effectively and if your customers and prospects’ needs are being met.
Quite often your ideas of what makes your product or service something your prospects will want or buy, will differ greatly from what the consumer actually wants. I like to compare it to buying your wife a sexy negligee when what she really wanted was warm cozy flannels. Who did you buy the sleepwear for, you or your wife?
Surveys tell you a lot about your market and their perception of your company and your products and services. Even if you don’t like the answers you get, your market will tell you what will sell and how to make changes to improve your product offering and your service.
Here are some great reasons why your marketing strategy should include conducting regular customer surveys:
- Feedback on how your products could be improved could open up whole new markets for you.
- Discover the products your customers want to be able to buy or how they buy them (ie, packages or bundles, considering different payment methods) etc.
- The feedback you receive on your customer service will help you improve your service and train your employees accordingly, improving the overall perception of your company.
- Find out what information your customers want to read in your special reports and newsletters so you are educating them and entertaining them, making them wanting for more and referring their friends and relatives.
- You could discover a need for other products that you had not thought of that could complement the existing line up of products.
- Finding out more about who your customers and prospects are, will give you a better idea of how to tailor products to suite their niche or demographic.
- Consumer feedback will assist you in setting realistic pricing for your products and services.
- Find out what your visitors are looking for on your website which will help them to make an easy buying decision and keep them coming back.
- Find out how your customers like to receive their information. For example you could be providing an online newsletter to a demographic that prefers hard copy reading.
- Find out your prospect and customer buying patterns by niche. This will help you to send out the right messages at the right time.
Surveys can be time consuming (especially the first time you run them) but they are definately a useful marketing tool. There are lots of survey tools available and many are free so don’t wait. Prepare your questions and find out what your customers really want and need before your competition does.
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