Data collected from online surveys can do so much more than tell you what your customers are thinking. Research is a vital addition to any B2B and B2C marketing toolkit. Successful companies are developing their business strategy - with the aid of data - to make marketing decisions that identify and resolve customer issues.
The team at SmartSurvey (the UK’s leading online survey provider) have put together a guide to demonstrate effective use of online questionnaires and how to utilise surveys to shape your marketing strategy.
Sections covered in this guide include:
The Market Research Society (MRS) recently published an article demonstrating that the UK research market has increased by 62% to £4.8 billion. A recent comprehensive sector review (The PWC report Business of Evidence 2016) shows the research industry in the UK has grown by almost £2 billion in the last 4 years and now employs 73,000 people. Its annual revenue exceeds that of the UK music industry and the public relations and communications sector.
Jane Frost CBE, CEO of MRS, commented in the review that “the incredible growth we have seen since 2012 is testament to the value that organisations place on the importance of evidence-based decisions. It reflects the increasing confidence and importance of research and its practitioners to decisions being made at every level across both the public and private sectors”.
This development is primarily due to an increase of data analytics and the amount of research being undertaken in-house by the private sector.
Key areas of growth include:
The top three business benefits of research and analytics, shown in PWC’s Infographic, are:
John Gambles, Chairman at Quadrangle Group commented, “In the second wave of digital, whoever can integrate research and data and turn this into value for clients has tremendous, unprecedented power. It is an enormously exciting period of change for our sector”.
So, to help you shape an effective marketing strategy by using research as a tool, we have compiled answers to some key questions marketers may be asking.
Customers are spending increasingly more time online. They’re connecting with digital channels and are spending less time having human interactions. Marketing teams are capturing accurate metrics, however, they’re not using one-to-one communications that show their customers that they are listening and understanding their problems. This is why surveys are important: customer data can help to inform better practices in the future.
Admittedly, online surveys are sometimes subject to criticism, described as one-way conversations that gather data for the benefit of the survey maker and not the customer. However, surveys that are designed well are valuable because they can be used to nurture loyalty by building a sense of community, encouraging customers to return time and again.
It’s worth remembering, according to research carried out by Econsultancy, that 70% of companies say it’s cheaper to retain a customer than acquire one. Surveying your customers is a proven method of developing customer loyalty as customer feedback offers insight about what your customers are thinking.
Collecting first party data provides the richest, highest quality insights into consumer behaviour. Digital Strategy Consulting has provided research demonstrating first-party data is a marketers’ top choice for success across key metrics:
· 74% said it gives the greatest insight
· 64% said it offers the highest increase to customer lifetime value
· 62% said it provides the highest lift among data sources
82% of all marketers surveyed are planning to increase their use of first-party data, while 1 in 4 marketers plan to decrease their use of third party data according to MarketingTech.
Ross Beard of Client Hearbeat explains that “any customers that give you a customer satisfaction rating of 7 and above (out of 10) can be considered satisfied and you can safely expect them to come back and make repeat purchases. Customers who give you a rating of 9 or 10 are your potential customer advocates. Scores of 6 or below in terms of customer satisfaction are in danger of leaving’. By constantly appraising customer feedback, a business can reach potential detractors, re-engage them and keep them as customers.
Businesses thrive on repeat customers. By maintaining and improving quality of products and levels of service, you will build loyalty to your brand.
The key benefits to fully utilising survey data is in its application. Gathering customer data without using it appropriately means it becomes a one-way conversation, or worse, serves very little purpose at all. Many digital marketers would agree that the use of website analytics and email reporting is redundant unless data is used to shape improvements. The same thinking should be applied to the survey process in order to enhance the marketing plan.
Businesses have many uses for survey data:
Successful surveys are the key to understanding what your audience is thinking. The insight gained from an online survey can instantly empower a range of significant decisions.
Online surveys are easy to create in a few simple steps, but some initial planning will aid you in collecting useful data that can help you achieve your objectives.
As part of your survey strategy, think about how the survey is being received and completed. Are your respondents going to be in the office, at home or on the move?
The modern day consumer is very engaged with their smartphone. In fact, it has become the main device for mobile research and communicating directly with brands, businesses, and friends. Your mobile responsive survey can be delivered directly to smartphones and tablets, reaching audiences on the move.
The key challenge for the success of most surveys is making sure the questionnaire is accessible for your target audience.
Features that will help increase response rates are:
Online surveys can provide an integral part of your research and measurement toolkit to help shape marketing strategy. Don’t think about sending surveys just to gather data on customer satisfaction, you can ask as much or as little as you want about any topic.
Below we have highlighted 6 features available for building state-of-the-art surveys. All allow you to use online questionnaires to help you meet your marketing objectives.
By instituting the strategy highlighted in this report, you can use online surveys to act on customer feedback to make informed decisions in all areas of your business. Use the information from the data collected to strengthen your customer offerings and improve company processes.
We hope this guide on the benefits and effective use of online surveys is useful - please share it and send us your feedback or questions.
Thanks to Mo for sharing their advice and opinions in this post. Mo Naser is an industry expert in the field of online survey software. In his job as Sales & Marketing Director he introduces people and organisations to SmartSurvey by demonstrating how advanced survey software can help them make informed business decisions. SmartSurvey has provided over 100,000 users in businesses & organisations worldwide with powerful, market leading software that delivers real insights to empower effective decisions. Follow SmartSurvey on Twitter, LinkedIn & Google+
By Expert commentator
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
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