Last week, we blogged about how conducting a survey creates expectations, whether it's a staff opinion survey or a customer service feedback form. Regarding this topic, Seth Godin's recent Direct from Consumer Marketing post caught our eye.
In this post, Godin asks if organizations really want to hear from customers and clients—particularly if they're unhappy. If you're in the business of selling something, we assume you would respond the way Godin anticipates: of course you want to hear from them!
Still, actions speak louder than words. If you conduct a survey and ignore the responses, you send the message that you're not interested in what customers have to say.
Beginning a conversation with a client is sometimes the hardest part. Online surveys to measure customer satisfaction or gather product feedback are an ideal way to open the lines of communication and learn more about your customers. But you have to analyze the data; you have to act. You have to listen. Meet the expectations you create through a survey campaign and listen to your customers, and you'll increase customer loyalty and customer retention.
In this post, Godin asks if organizations really want to hear from customers and clients—particularly if they're unhappy. If you're in the business of selling something, we assume you would respond the way Godin anticipates: of course you want to hear from them!
Still, actions speak louder than words. If you conduct a survey and ignore the responses, you send the message that you're not interested in what customers have to say.
Beginning a conversation with a client is sometimes the hardest part. Online surveys to measure customer satisfaction or gather product feedback are an ideal way to open the lines of communication and learn more about your customers. But you have to analyze the data; you have to act. You have to listen. Meet the expectations you create through a survey campaign and listen to your customers, and you'll increase customer loyalty and customer retention.
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