Wanted: Surveys of Surveys

We are bombarded with surveys. Buy a car, get a phone call asking for your opinions. Buy groceries, and the checker gives you the receipt and asks you to answer a few questions. Buy from an online retailer, you’re asked to review a product in a survey. It’s overdone, becoming intrusive and could result in a negative backlash from your customers.

A friend of mine recently posted on Facebook: My rabid dislike of surveys is no secret — my dentist recently sent me a survey after a 15 minute consult. Today, my bank sent me a survey for a 5 minute check deposit transaction at an ATM. This is very annoying.”

My friend’s Facebook comment opened up a litany of snark such as:

“I’ll have a survey for you tomorrow about the service provided by music librarians.”

“Hmm, I wonder what percentage of consumers feel the same way. But now I have no idea how to find out.”

“I’m waiting for SurveyMonkey to send me a survey to rate all of the surveys I have received.”

So maybe that’s what is needed: surveys of surveys. We’re fatiguing our customers with inane questions about their experience, and I suspect many customers roll their eyes thinking that even if they complained, no one will care. Although, that being said, hotels have surveyed me in the past and if I didn’t answer a 10 (on a 1-10 scale), I get an email asking what they could have done to have done better. Let’s face it: not every experience is a 10 and worthy of explaining why.

On the plus side, we can learn a great deal from surveys so we do a better job in the future. That’s smart.

And for some marketers, it’s a way to gauge how soon a person might make a new (or additional) purchase decision. With that information, emails, letters, and digital advertising can be deployed, using a nurture marketing strategy, to generate more sales. But there needs to be depth in the survey, so it’s genuine and doesn’t come off as patronizing.


Source: http://www.targetmarketingmag.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.


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