One of the great things about operating a business in 2012 is the mountain of data at your fingertips.
From web analytics, customer relationship management tools to detailed sales reports, filtered through Microsoft Excel, Salesforce, or Access, one can gain valuable insight about their business. Everything you need to know is right there in the numbers, isn’t it?
However, what analytics don’t always tell you is what’s in the mind of your customer. Numbers can create just as many questions as they answer. Sometimes, sales figures and data simply pile up, serving as noise.
When the data no longer provides you with the answers to your questions, it’s time to get your customers’ perspectives. It’s time to ask them directly why they do what they do. It’s time for you to conduct a survey.
A successful survey is both an art and a science. It’s an attempt to isolate the logic behind your customers’ behavior; to add some color to your blank data. In reality, your customer isn’t just a statistic, rather your customer is a person who has a direct relationship with your brand.
A survey can help paint a picture of this subjectivity. Perhaps, you might uncover new anecdotes that clear up your burning questions, or you might even develop a baseline trend from similar responses.
A successful survey, however, depends on strategic planning and execution from start to finish. It’s clichéd but true; you get out of your survey what you put into it. The amount of effort, time, and thought you put into your survey plans will determine the quality — and quantity — of your results.
Ready to solve your survey needs? Start with our road map: The 7 steps of a successful survey.
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