Have you ever been asked to take a customer survey and a few questions in told you don't match the survey criteria? It's pretty frustrating. I've told the organization, "sure, I'll spend a few minutes giving you feedback for your customer research project." Then, I'm rejected and kicked out of the online survey. Usually, I'm kicked out after answering questions they should already have on file. Seems silly they even wasted any email marketing on me. These organizations need to step up their game and invest in quality customer survey software (I would recommend Cvent, obviously).
If your online survey tool is a good one, you have the ability to import critical information into the contact database. We've mentioned before how important having a robust contact database is for segmenting purposes, but the value definitely goes beyond that. I could argue this is a matter of poor email survey segmentation, but sometimes it's important to turn the problem a few degrees and see it from a new side.
Perhaps you don't have some information on a customer you'll need later, you can quickly survey customers to gauge product satisfaction and gather other customer information. You can create any number of custom contact fields in the Cvent contact database, beyond the basic address, phone, email information.
It may be important to your survey projects to be able to run cross-tabulation survey reports based on which tier customer someone is. If all tier 1's feel a certain way, and all tier 2's feel differently, maybe there's a problem that needs to be addressed. While my opening example was a matter of poor segmentation, this one isn't. It's a matter of needing quality data for strong customer analysis - without having to ask the extra questions. You should only ever ask a customer a basic question once. Remember: the likelihood of abandonment increases with each additional question asked. I would argue it skyrockets when additional questions are questions the organization should have (somewhere).
This is another basic case of respecting your customers' time. If you constantly tell them they aren't qualified to complete your customer feedback survey, they're going to stop volunteering to take it - then how will you conduct market research and analyze customer feedback?
If your online survey tool is a good one, you have the ability to import critical information into the contact database. We've mentioned before how important having a robust contact database is for segmenting purposes, but the value definitely goes beyond that. I could argue this is a matter of poor email survey segmentation, but sometimes it's important to turn the problem a few degrees and see it from a new side.
Perhaps you don't have some information on a customer you'll need later, you can quickly survey customers to gauge product satisfaction and gather other customer information. You can create any number of custom contact fields in the Cvent contact database, beyond the basic address, phone, email information.
It may be important to your survey projects to be able to run cross-tabulation survey reports based on which tier customer someone is. If all tier 1's feel a certain way, and all tier 2's feel differently, maybe there's a problem that needs to be addressed. While my opening example was a matter of poor segmentation, this one isn't. It's a matter of needing quality data for strong customer analysis - without having to ask the extra questions. You should only ever ask a customer a basic question once. Remember: the likelihood of abandonment increases with each additional question asked. I would argue it skyrockets when additional questions are questions the organization should have (somewhere).
This is another basic case of respecting your customers' time. If you constantly tell them they aren't qualified to complete your customer feedback survey, they're going to stop volunteering to take it - then how will you conduct market research and analyze customer feedback?
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