Want to Sell More to Customers? Try Surveys
“To attract a balanced base of responders, we have to aggressively promote these surveys,” Zoot suggested.
“That’s right,” Marka said. “We can bring these surveys to trade shows at which we exhibit. You can bring them on sales calls, or include them with deliveries. We can give them to customers waiting in our lobby. Pushing these surveys out to our customers will help minimize the problematic selection bias.”
“Won’t some of our customers have trouble being honest?” Zoot asked. “Especially if I’m right in front of them asking the questions.”
“Also a valid concern,” Marka agreed. “We could enlist a third-party to give these surveys on our behalf. We could allow people to respond anonymously, but then we won’t know how satisfied specific customers are and we want to know that.”
“Blind surveys can be valuable because they allow customers to respond honestly without fear of damaging the relationship,” Zoot pointed out. “Many busy restaurant clients work with our runners practically every day. Many of them won’t feel comfortable criticizing our runners’ performances unless anonymity can be assured.
“Maybe we could blind responses from certain industries only, or offer ‘partial-blind’ surveys where only the person’s name is blinded. We should discuss this and carefully weigh the pros-and-cons before proceeding,” he added.
“Another solution is to distribute these surveys by email, social media or even direct mail,” Marka said. “People are more likely to be candid when they’re not face-to-face with you or anyone else at FEI, even if they know we’ll be reading their responses.”
Marka and Zoot tossed their empty cups in the trash and headed out back into the mall walkway. “This segues nicely into what I want to talk about next,” Marka continued. “The methods we can use to distribute our survey.”
“I think we should go to Olive Burger for that one,” Zoot said, rubbing his belly.
Today’s FIRE! Point
Customer surveys are an excellent way to determine what your company’s doing right. They can also tell you what—and how—to improve you. Plus, customers always appreciate the attention and the commitment to proactive improvement of your products and services.