If you are reading this you are
probably in the process of deciding if you are going to have a try with
surveys. Perhaps you are not fully convinced if making a survey is or
not a good idea.
Please allow me to give you some blunt arguments about why making a survey really IS a good idea:
- In today's competitive world, to make a survey to gather information has a
cost, but the price of not-knowing is impredictible. You have to know
to make marketing, sales, human resources decisions. The most
remarkable trait of an executive is his/her ability to make decisions.
How could you do that without having the right information at hand?
simple fact of offering our customers a survey over our own performance
increases the positive opinion on our company, and also increases the
number of satisfied customers who will stick with us. As you know, the
cost of acquiring a new customer is around 10 times the cost of keeping
one current customer.
- The analysis of the data gathered
through a survey can unveil some striking relationships between
different operational parameters of your organization. For example, are
you aware of the different evaluation of your services from these
customer who have been with you for four years to those who have been
only for two years? Or, which is the most valued point of your
organization among your older customers?
- Sending a survey
is not only a mean to acquire information from our customers, but also
a way to send information about our organization, services, policies
and priorities. For example, you can show your customer the broadness
of your services just asking them their opinion about them.
on a subject activates the process of opinion creation: the customer
will take the time to meditate about the goodness of the goods and/or
services he/she got from you. This will fasten his opinion on your
As you can see, there are very good reasons why a
survey is a good mean to reach your goals. The difference between data
and information is that information is useful data. Knowing what the
air temperature is in Seoul is data; knowing what your customer are
expecting from you is information.
If you are in one of these areas, you will probably have the need of obtaining information:
Customer satisfaction, product survey, new product research, new
services development, customer non-satisfied needs, brand perception,
website perception, etc.
- Sales: Sales process evaluation, post-sales research.
- Human resources: Employees evaluation, motivation, morale, exit survey.
- Event and courses: training, seminars, webinars, lectures, course evaluation.
- Community: Opinion, decision making, priorities.
Probably you have some more in mind! Surveying is a convenient,
quick and affordable technique to gather not only data, but information
which will help you make decisions.
If you try a survey you will discover that the decision making process will never be the same.
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There are two main benefits of making a survey: For one side you gather vital information for the development of your business; on the other making surveys reinforces the image of your company in front of your customers.