Customer experience has become a game-changer for brands, particularly in the constantly changing digital landscape. With customers having access to multiple products and services at the click of a button, it has become intensely challenging for brands to carve out a distinct identity for themselves in a dynamic marketplace. Therefore, to draw customers to your brand, you need to go above and beyond their expectations. You need to know your target audience inside out so that you can give them what they need, when they need it, and also ensure complete support post the sale.
This kind of timely targeting is possible only when you have useful customer data and meaningful insights. Such data can be obtained through surveys as a direct channel to get information right from the source. Survey modules are a way to get into the customers’ minds and understand their inclinations. These modules gather feedback from the target audience in order to know their expectations and requirements. The data collected from surveys can be instrumental in improving many aspects of a business. It can improve overall productivity, reduce costs, increase sales, and enhance the quality of services.
Purpose of a survey module
A survey module can serve several uses. Some of them are listed below:
- Gather critical customer feedback: One of the primary reasons to conduct surveys is to obtain customer feedback and act on it. This will help retain existing customers and gain new ones.
- Understand customer preferences: A survey also helps in understanding the factors customers keep in mind while making a purchase. By improving on those factors, you can nudge them to buy your product. It also helps you determine whether your upcoming product would be well received in the market at a particular time.
- Improve upon existing products and services: A survey can help you assess customers’ satisfaction levels with your services and also the common complaints they have regarding your products. Once you know these weak points, you can take steps to rectify them.
- Make informed decisions: Data gathered from surveys can be used to make critical business decisions. This minimizes the risks involved and maximizes the return.
Types of survey modules
Types of survey modules vary depending on the objective of the market research. The most popular types of surveys are:
- Surveys for exploring different aspects of the target audience, for example, demographic data, market size, etc.
- Surveys to understand the purchase procedure, which includes the factors that convert product awareness into sales.
- Surveys to assess customer loyalty
- Surveys to analyze a new feature or concept
- Surveys for competitor analysis
- Surveys to assess prices for new products
- Surveys to assess employees
Importance of survey modules
- Developing a marketing strategy for the organization: Data from market surveys can give meaningful insights about the market, which can be used to build a solid marketing strategy. Such surveys can also capture the ever-changing nature of the market, which can then be used to update the marketing plans accordingly.
- Understanding the current market scenario: A product’s success depends on its demand and supply in the market. Surveys can give you information about the market’s capability to absorb a new product and the user-friendly products you can then create and launch.
- Launch of new products: Survey modules come in handy whenever companies want to test any new product or service. Such market surveys analyze the scope of the upcoming product and help the companies re-strategize according to the feedback received.
- Gather demographic data: Customer demographics such as gender, age, family income, etc., are valuable sources of information for all companies. Market surveys can be used to gather intricate details about customers.
- Customer experience management: You can go deeper into understanding how your teams have performed from the perspective of the customer. Through ratings and reviews as a part of the survey questions, you can easily gauge where you are doing great and where you need to improve.
Tips on how to create a survey module
- Have a clear idea about the objective behind conducting the survey. This will help you in asking the right questions from the right people.
- Target the right audience. Targeting customers at random will not give you accurate results.
- Set timelines for your survey. When will you send your survey out, and when will you get responses? How many times will you send it out? Decide on these questions beforehand.
- Use the right tools to start analyzing the data because data without proper analysis is of no use.
Businesses are increasingly becoming aware of the multiple ways the insights obtained from survey modules can be used. Konnect Insights, which is a unified platform that integrates marketing, analytics, customer experience, and data to offer an amazing experience to your customers. Having a powerful survey module as a part of its extensive offering, brands are leveraging it for a wide range of use-cases such as CSAT, research, and so on. Combined with the integrated approach of the other modules within Konnect Insights, brands can get all their data in one place to enable them with holistic insights.
The survey module of Konnect Insights is very resourceful and offers the following benefits:
- Understand and improve customer experience
- Understand and increase employee engagement
- Send surveys for market research
- Send unlimited number of surveys
- Help in building marketing plan and content and validate product ideas from customer feedback
- Multilingual surveys available
- Various formats such as all questions in one or one question after another
- Enhances customer satisfaction that is tightly coupled with the ORM module
The utility of survey modules is well-established in today’s scenario. Online surveys have made it even popular since they can easily reach a wider audience and are less time-consuming. Surveys are, in fact, the most reliable method to get honest customer opinions. Companies should leverage this useful tool to derive deeper customer and market insights, among other market research tools.
Tags: Customer Experience Management, Customer feedback, Market Research, Marketing strategy, Surveys