Ask a Question, Get an Answer – Then What?
In “How to Become a Rainmaker”, there is a profound piece of wisdom: “Don’t ask a question unless you want the answer.”
I would add a caveat that you shouldn’t ask the question unless you will make use of the answer, whether building up the relationship with the client, gaining a better understanding of the situation or working toward a solution to their problem.
There are several takeaways from this conclusion.
Don’t do customer surveys unless you will take action to improve customer satisfaction based on the results. The alternative is collecting data you won’t use and annoying customers who assumed the issue they reported would be resolved.
Don’t send out customer surveys and use the information for marketing. One of the worst things you can do is start soliciting someone whose survey was a resounding rejection of your product or company. Instead, pay for Calgary SEO packages that collect customer data in aggregate to give you a detailed view of each customer segment and advice on how to convert each group at a higher rate.
Ask for additional information so that you can get to the root of the problem when someone is unhappy, but don’t demand masses of information from those seeking assistance. Don’t forget to post clear instructions on how customers can reach support or customer service when there is a problem, so that they reach assistance quickly instead of worsening your online reputation through constant grousing online because they don’t know how to find help.
When a customer tells you about a bug, defect or failure, refer this to your IT or engineering team. This may be the first indication of a problem that needs to be fixed. Monitor social media feeds to respond to critical software glitches or security breaches as quickly as possible.
When someone says “I wish your product did this”, refer the matter to market research. You may indeed have a product enhancement your customer base might appreciate. This is similar to Calgary SEO companies analyzing your incoming traffic and identifying new, niche content marketing they can create to capitalize on underserved demographics. As part of SEO analysis, you may find where customers are researching variations of your products that don’t exist but probably should.
Ask those who provide the most feedback if they are willing to participate in customer panels or beta test your product. Conversely, never turn unsuspecting customers into unwitting beta testers. The closest thing you are should consider is controlled, monitored A/B testing of search engine marketing messages and conversion rate optimization as long as the website changes were tested before being presented to users.
Identify those who are complaining the most about your product. Your standard customer service department may not be handling their complaints correctly, generating multiple calls. Research social feedback on your company’s social media profiles – there is likely invaluable data there you are missing.
Identify people who are criticizing the product or firm through multiple channels. An individual who is lighting up the web with criticism may be doing so because they couldn’t get assistance through conventional channels, and you need to make it clear how to properly handle the matter. Or it may be opposition defaming the production, in which case you need to get legal involved. Don’t forget about doing the deep dive to solve these root causes and promote the solutions instead of trying to bury bad results online.
Identify repeat customers, and ask them what they appreciate about the product or service. Look for the events or actions that turned them into repeat customers. Then ensure that this is part of the team’s standard script or checklist.
Many companies collect data in the hope of making use of it. Consider the marketing surveys that ask as much about you as the Census but to far more limited purpose. The better choice is designing short and simple surveys about logos, background colors and coupon code preferences that give people only a few options to choose from and can answer in seconds. You’ll gather better information because it comes from a wider audience, instead of the few that will take the time to fill out a longer survey. You can incentivize the in-depth surveys by offering coupon codes as compensation.
Big Data is growing at 10% a year because businesses are busy collecting extensive information of all types in the hope of making use of it one day. Consult with a Calgary SEO expert to help you understand which information you’ve collected about website visitors that actually matters and what to do about it, such as altering your website to be compatible with a new mobile device or adding beacons to your website to understand which content and ads are the most effective.