I’m going to bang on until I’m blue in the face about this subject, because I will never, ever understand why so few companies survey their customers before making decisions which will affect them. Surveys…
I’m going to bang on until I’m blue in the face about this subject, because I will never, ever understand why so few companies survey their customers before making decisions which will affect them. Surveys are fast, and if you already have your customers’ email addresses – free. Yes, of course there are caveats about the responses (you only get them from people who like filling in surveys, and these might not be representative of your customer base as a whole) but the results are infinitely better than just going on a hunch.
Make Marketing Decisions by Using Surveys on the B2B Lead Blog discusses the whole topic and links to two online survey tools which can get you going today. I know of a company which once surveyed its customers in the middle of a marketing meeting, and had results back before the meeting was over. How cool is that?