Build a Solid and Truly Useful Customer Survey System

Build a Solid and Truly Useful Customer Survey System - Duct Tape Marketing

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Customer surveys are the most direct way of understanding your clients’ needs and preferences. The success of your business rests in their hands. If they are not satisfied, there’s very little you can do to make your business grow. A well-designed customer survey system can provide you with the tools necessary to predict future trends, and stay ahead of the curve.

How to Encourage Feedback

The basic building block of any customer survey system is the survey itself. Often, the biggest obstacles companies face when it comes to getting direct feedback from their clients is the lack of enthusiasm when it comes to filling in questionnaires. So, when deciding to survey your customers, you need to factor this in, when you think about the number of people you have to send it to. However, there are ways you can encourage your clients to respond to your questions.

  • State the purpose of your survey. If the participants know what the ultimate goal of a survey is, they’re more likely to take the time to fill in the answers. Many customers are reluctant to participate in surveys because they don’t know exactly what to expect. Of course, you can keep the subject of your questionnaire somewhat vague, so you don’t influence your participants.
  • Describe the survey before your customers decide to take it. Without being too specific, you should give your customers an idea of what to expect from the survey. Give them a broad description of the types of questions you’re going to ask them, what they need in order to participate, and a rough estimate of how much time it’s going to take. If your customers know these things beforehand, they’re going to be much more willing to start the process.
  • Questions should be concise. Long, sprawling sentences might make them difficult to understand, and the answers will inevitably be less accurate. Short questions, that are to the point are much more likely to yield useful data.
  • Avoid unclear phrasing. If the questions are too vague, or your customer is unsure about what you’re asking them, this might make them feel frustrated, and just give up. You may end up with a lot of information that is practically useless, or you might stop getting feedback altogether.
  • Keep It Short. Even if you do have a lot of questions to ask, try to keep your questionnaire short, with no more than 30 questions. It’s better to split up a long list of questions into several surveys, then to try to fit them all on into single, long one. When it comes to likely participants are likely to give feedback versus how much time it takes to complete the survey per se, studies seem to indicate that the shorter a questionnaire is, the more probable it is the participants are going to respond to it.

Avoiding Biased Answers

The information you gather through these surveys is useful only if it paints an accurate picture of your customers’ preferences. There are many factors which can affect the way in which your clients answer a questionnaire. There are a few things you can do ensure that the data you receive truly reflects your customers’ needs.

  • Move the questions around. if the participants start noticing a pattern in your questions, they might end up answering based on that pattern, rather than really thinking about the questions. You should try to keep your questions as varied as possible, and maybe even add some that are not directly related to the ultimate goal of your survey.
  • Change phrasing. Words and phrasing can affect the way in which a person answers a question. Certain terms may have a negative, or positive connotation that isn’t strictly related to what you’re interested in, but can change the way your participant understands the question. To make sure you get a relatively objective answer, ask the same question in more than one way. Use different terms, or change the focus of the sentence.

Planning Out Your Surveys

To keep the information you gather from your clients relevant, it’s best if you conduct surveys at regular intervals. How often you question your customers regarding your business depends on a lot on the method you are going to employ.

Telephone calls are a good way to ensure you get feedback, however, they tend to feel very invasive, so you should only do phone surveys once a year.

Online surveys are more flexible. Ideally, you’ll want to send your customers a questionnaire once every 3 to 6 months for more in-depth surveys. You can always keep a customer satisfaction questionnaire on your company’s web page at all times, so your customers are always able to give feedback when they want to.

If you are interested to know how a specific product or service is doing, you can offer your clients a chance to state their opinion immediately after purchasing the product or service. These surveys should be very short, no more than a few, straightforward questions. If you get too aggressive with your surveying, your clients might be put off.

When planning out your surveys, you should be prepared for negative feedback. While it may be difficult to confront criticism, there’s a lot you can learn from it. Negative feedback can be much more valuable when it comes to satisfying your customers, and improving your business.

Maintain a Dialogue

Customer surveys are not just means of gathering information from your clients once in a while. They are a tool that can be used to generate, and maintain customer loyalty. Make sure you take the time to show your appreciation for the fact that they took the time to answer your questions.

If you do implement changes based on your customers’ feedback, inform them about it. Explain what measures you took to address their complaints, or how you developed an idea based on the things they appreciated. This will let them know that you are truly committed to their satisfaction and that their opinions are genuinely taken into consideration. It might even encourage others to take your surveys in the future as well. You and your clients need to be in a constant dialogue for your business to succeed.

Amanda WilksAmanda Wilks is a Boston University graduate and a Digital Marketing Strategist. She has a great interest in everything related to content marketing, online marketing and corporate and personal branding.

“You can’t get any closer to your customers!” Proximity Marketing system within hours

Proximity Marketing system within hours- Duct Tape MarketingMarketing is not about you selling your product but about you satisfying the needs of your customer.

This can be done in various ways but with proximity marketing, you have the advantage of providing your customer with what he wants in the right context.

A recent survey shows that 7 out of 10 smartphone owners use their smartphone before and during shopping for better purchase decisions. Business owners and marketers have taken notice of that but only very few provide shoppers with recommendations and offers during the whole shopping experience.

By the end of this post, you will know how to create your own proximity marketing solution to make your marketing campaigns even more effective.

What you need to focus on first

Location-based campaigns are all about adding real value to visitors and customers. You don’t want to flood smartphone owners with messages but to send them highly personalized notifications. For this, you need the following four essentials.

  1. Customer smartphone with Bluetooth enabled
  2. Beacon that sends signals to the mobile device
  3. Mobile app
  4. Beacon & content management system

With the broad distribution of smartphones, the first essential is usually in every pocket. However, not all buyers have turned on Bluetooth so make sure to encourage them to do so through appropriate and visual information. Don’t worry – LE stands for low energy, Bluetooth nowadays consumes much less energy than it used to.

There are two kinds of beacons, the small Bluetooth LE emitters: iBeacons according to Apple’s specification and Eddystones from Google. The iBeacon broadcasts three IDs (UUID, major and minor ID) in certain intervals and at a defined power. However, it does this in a rather clever way: a smartphone can not only receive the signal but also measure its strength. Hence, it can calculate the distance to the iBeacon. Eddystones broadcast a URL that certain mobile browsers like Google Chrome or Opera can open – at least theoretically since the technology is far from being ready for primetime.

The last key component is a mobile app. iBeacons can only work along with an app. It can send notifications to the consumer while getting into the reach of an iBeacon. A recent example for a gamification use-case of BLE beacons is Heineken.

Note: Todays customers don’t just install any app. You need to make your apps value clear in order to get it installed. Too many notifications or the inability to turn them off will result in higher uninstallation numbers.

Now that we got the basics set up, it is time to think about how to implement your own proximity marketing strategies.

Inform your app users

No one likes spam emails, right (except for this guy maybe)? The same is true for sending notifications to smartphone owners. Those notifications shouldn’t be pushed to their limits but you should focus on the circumstances and the current needs of the customer. The rule of thumb is one notification per customer (e.g. entering a supermarket). Keep the messages simple, entertaining, helpful and be a companion – not a seller.

Put together content and action

Proximity marketing depends heavily on the content you provide. The channel requires you to deliver content that is specific to time and location. Determining what your customers are looking for and how they feel during their shopping process requires a profound understanding of your brand, products or your service. Only if you precisely know who you enable to serve your customers perfectly.

Choose the right software

Running location-based campaigns consists of creating unique and engaging content, installing the hardware (e.g. rolling out the beacons) and analyzing the ROI. All those tasks demand different skills but with the right software, you can make your life easier by combining the distinct tasks into one hub.

Proximity Marketing system within hours- Duct Tape Marketing

Location-based campaigns can add value to already existing campaigns but also create customers completely new marketing approaches.

  • Product recommendations
  • In-store retargeting
  • Multi-channel analytics
  • Interactive digital signage

iBeacon technology lets you connect directly with you customer. You can recommend products that fit your customers’ needs or show them ads about the product that they have recently looked at. With access to lifetime analytics you get insights on consumer behavior and can combine mobile statistics with other metrics to improve your sales strategy. Signs are no longer static displays but come to live and deliver dynamic and interactive experiences on the sign and on the customer’s smartphone.

Proximity Marketing system within hours- Duct Tape Marketing


Before reading this post you might have asked yourself: What is proximity marketing? Now you should be able to identify how you can benefit from this technology and include it in your marketing plans.

Keep the aspects you have learned in this post in mind and reach your goals faster, whether it is driving sales, loyalty or brand awareness and bring your mobile marketing campaigns to the next level.

Good luck!

Christoph SchachnerChristoph Schachner is a growth hacker at the Austrian startup, a provider of a location cms for proximity marketing. Christoph loves anything related to marketing, EDM, and memes.