Consumer Surveys and Lead Conversion

The top priority for many businesses these days is customer experience. That’s because companies that invest in their customer experience strategy tend to outperform those that aren’t by about 80%.

However, that’s a big change from the way that businesses used to operate in the past. These days, it’s not enough for a company to simply provide a product or a service to customers.

They also have to ensure the consumers are having a positive experience while making the purchase, which is an essential element that sets businesses apart from their competitors.

This strategy also ensures that companies are able to generate and retain more leads. Businesses that have great customer experience strategies first start developing those strategies by analyzing feedback from their consumers.

This type of feedback can be collected in various ways such as surveys, web forms, and Net Promoter Score programs.

Customer Surveys

As the name suggests, customer surveys are a set of questions that companies can ask consumers in order to get more feedback. The questions can be related to the products or services that the company is offering, its website, its sales medium, and more.

Creating positive digital customer experiences entails giving the consumers what they need, as well as making the buying journey as simple as possible. With the help of customer surveys, companies can eliminate plenty of the guesswork around what is and isn’t working. The goal of customer surveys is for companies to identify the reasoning behind the decisions consumers make.

Learning Goal

The first step in creating a customer survey is figuring out what the company wants to learn from it. Many companies get too involved in the technical process of developing surveys, which means they don’t focus on their problem-solving aspect. To get the most out of customer surveys, companies should be setting clear goals about what they’re trying to achieve. 

For instance, learning why consumers are choosing a company’s products over the competitors can be a goal. Companies should also make the survey questions short and concise in order to avoid confusing their customers, and the surveys should only ask one question at a time.

This way, the consumers won’t get confused and can focus on a single issue at a time, which provides companies with more focused feedback. This type of customer feedback makes it more likely for companies to identify any potential pain points for consumers, and improve their conversion rates.

Following Up

Surveys shouldn’t only have a list of unrelated questions.  Their overall goal should be for companies to understand what motivates the consumers to make purchasing decisions. That’s why it’s important to ask relevant follow-up questions, which can help companies better understand the reasoning that consumers have.

For instance, if a company’s survey asks the consumer if they achieved their goal, and the consumer responded they didn’t, a logical follow-up question can be the reason the consumer didn’t achieve their goal.

To generate a response to the follow-up question, companies can present multiple-choice answers or a blank field where the consumer can explain why they weren’t able to achieve their goal. This gives the company specific answers, helps in identifying core issues with business operations, and improves lead conversion.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of theRonn Torossian Foundation, and alife long New Yorker.

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