An ePublication from Ecommerce Partners

Use Customer Feedback & Surveys to Shape Business Strategy

By | September 16, 2010 3:09 pm

How can you judge a company’s success? Simple – by its levels of customer satisfaction. One of the most basic rules of business: A happy customer is a repeat customer.

Competition is at an all-time high and companies are trying everything from operating dozens of social networking sites to running daily promotions in order to gain and keep customers. Rather than expand rapidly into dozens of various marketing strategies, why not go straight to the source and ask the consumer what’s working and what isn’t?

Kampyle Feedback Analytics

One great tool for collecting customer feedback is Kampyle. It’s a fully hosted, feedback analytics solution that’s relatively simple to integrate. A feedback button appears in the bottom-right corner of the screen that allows users to click thru, vote on your site and offer feedback for improvement. It also spawns a friendly pop-up that can be set to appear after a preset delay to give the site visitor an opportunity to surf around your site before offering an opinion.

Customer Survey Forms

Surveys are a time-tested way to gain valuable information about your company and products. Although a robust combination of surveys and analytics will yield the best results, a small website can begin the process using free or inexpensive services like SurveryMonkey to create and distribute questionnaires. The particular site allows you to choose each question’s format, which includes options such as: multiple choice (one answer), multiple choice (multiple answers), essay, matrices and drop down answers.

After you’ve chosen your format and completed the survey, you have your choice of how you choose to share it. Your choices include:

1)      Create a link: gives your survery its own URL so you can copy and paste it in emails, your blog, etc.

2)      Email it: SurveyMonkey allows you to enter in a list of email addresses and a personalized message and takes the hassle out of distributing yourself

3)      Embed it: Get a code and paste it on your webpage so viewers can participate in the survey directly on your site

4)      Facebook: share it on your social networking page

So you’ve completed your survey, you’ve picked your way of distribution – what’s next? SurveyMonkey also collects your responses and analyzes them in a clean and easy-to-read way.

Survey Success:

Business surveys can be used in a variety of ways – measure demographics, psychographics, customer experience, etc. A survey can be made in a way to either attract new customers or to gain consumer information from current customers. One company that got survey-making right is Ford’s Gourmet Food. Ford’s sends out a flier containing a link to their online consumer survey in every shipment. Owner Patrick Ford claims their frequent survey distribution contributed to “better web presence, more efficient communication and increased sales.” Their surveys have helped build customer loyalty through increased interaction .

Take a look at out survey below and notice how the questions are phrased to not only collect important data, but also to summarize our services for participants unfamiliar with our business.

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About Ecommerce Partners:

Founded in 1998, ECommerce Partners is a full-service, ecommerce and interactive agency headquartered in New York City. Best known for our unique process methodology, we combine Internet expertise, creative talent, and business know-how to help clients across a variety of industries achieve rapid, measurable online marketing results.

True to our motto, "We build businesses, not just websites," we provide large and mid-sized companies with a full range of Internet marketing, website design and ecommerce solutions geared to maximize online revenues.

 

 

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