Embedded Surveys

You may well want to find out more about what your customers want from a relationship with your brand.

A good way of doing this, and keeping it simple, is to embed short surveys into your web pages.

So, for example, if you believe that your core brand values for this product are Quality, Output in Watts and Look and Feel, then ask customers to tick which benefit is most important to them. Always put in a freeflow text box for "Other" in case you have missed something or the market has changed.

Remember to keep the surveys relevant to the particular page they are on.

Also that the pages are, in effect, your segmentation model. So the feedback from each page will be collected in a database of customers who have an interest in that page's subject matter.

Practical uses for embedded surveys would be:-

• Firming up on which benefits matter to which customers
  
• Customer experience surveys for events, visits to your Hotel, etc
  
• Customer Satisfaction surveys for distributors, Sales teams, call centres etc
  
• Market Research, we are thinking of the following. Which matter to you?
  
• Sales Lead generation
  
• Identifying what your customers CareAbout, so your future communications are relevant to those needs
  
• Calls to Action. Would you like someone to Call you?
  
• etc

It is this customer feedback, segmented by subject matter, that will ensure the relevance of your future communications, and hence  start a dialogue that is long lasting and keeps your brand front of mind when the customer takes a buying decision.

See "Communications Strategy"

You can set your surveys up so that you receive an email direct to your phone or PC, with a copy of the survey, allowing you, or your sales team, to contact the customer straight away.

Next Step

GOTO "Questionnaires"

The Dialogue comes from their feedback