Easy access to online survey platforms enables quick post-purchase customer surveys. The question then is whether questions in these surveys always help strengthen your business?
As an example, a day after buying a carton of milk, and registering my customer details at the checkout, I was sent a survey about my satisfaction with that purchase experience.
This is a sensible question as it can enable store staff to resolve possible problems quickly. And the answers also are a quick KPI measure. But there was a missed opportunity in this survey to understand my purchase potential further and so increase sales.
The store has access to my past purchase activities and so can see what my purchase pattern showed about me. Do, for example, my purchases look like those that are top-up purchases, or suggest that I did my main shopping at another store? The satisfaction survey could have explored those issues. My answers could then enable the store to adjust its personalised email marketing to reflect my likely add-on purchases, or to enable it to understand what may encourage me to change so it becomes my main store.
This example is retail, but that you can use your survey measures to collect more than just KPIs applies to all businesses, including occasions such as post-online banking.
Our recommendation thus is that your customer surveys are designed to incorporate already known customer data. This will enable the questions asked to get knowledge about the customers that can strengthen your future marketing campaigns. And this knowledge could strengthen campaigns to individual customers but also to customer segments, strengthening future sales. And such surveys can still collect the needed satisfaction KPIs.
To discuss your next steps in strengthening existing customer surveys, by identifying future sales opportunities, please call Philip Derham, on 0414 543 765 or email him at derhamp@derhamresearch.com.au or complete the form on our Let’s get started page.