You’ve Surveyed Your Audience. Now What?

Analyzing Survey Data

Triggered surveys give you rapid insight into the quality of your customer care, your purchasing process, and ways to improve the user experience. By gathering and analyzing data and feedback from your customers (in real-time, no less), you learn more about them and gain valuable insight as to how you might optimize your email marketing programs to better suit them. When you can identify your prospects’ and customers’ needs and pain points, you can address them more quickly and more accurately.

By listening carefully to former and current customers, you can:

  • Become more customer-focused, first and foremost
  • Begin a dialogue with your customers, potentially deepening the relationship you share
  • Determine both customer satisfaction and dissatisfaction
  • Gain insight into customer service care
  • Identify opportunities for training employees
  • Discover product and service enhancements
  • Gather satisfaction metrics to identify loyal customers
  • Improve work processes
  • Understand customer needs and pain points
  • Identify opportunities for innovation
  • Plan marketing strategies
  • More efficiently spend resources on those initiatives that are favorably received over those that are not

Asking for current and former customer comments and feedback is one of the most important elements of doing business. Doing so often provides unique insight into reasons for engagement (or lack thereof). Motivate them to respond to surveys and polls using offers, sweepstakes, and even games. Rewarding them for their participation ensures that they know your brand values their time and participation.

But don’t forget that with all this valuable, high-quality data you’ve acquired from your surveys, you should (and must, really) act upon them. Now that you know what your customers think in regards to what works and what doesn’t work, you should use this as an invitation to improve your offerings with their very relevant guidance and direction. Shore up the weaknesses identified in your services. Showcase and otherwise draw attention to those little known features of your product that specifically address the pain points your customer is experiencing. Adjust. Enhance. Refine.

Developing lasting customer relationships and customer loyalty requires an understanding of their needs. Listen to your customers, discover their pain points, and bring innovative solutions to market to address their issues. A successful feedback loop results in quality, actionable information and a happy customer.

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