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What are the Benefits of Online Surveys?One of the most effective ways to gather data about the needs, wants and expectations of your prospects and customers is to conduct an online survey. Online surveys are powerful tools that can help you:
Need for SpeedOnline surveys are fast. Traditional printed surveys require time for printing, mailing and then waiting for ground mail responses. Studies show that most respondents reply to online surveys within 48 hours. You can even begin to collect data minutes after the survey is sent. SavingsOn average, e-mail surveys cost 30 to 50 percent less than their printed and mailed counterparts. Some companies are saving even more. One company recently used an online survey for 11,000 customers. The company spent under $1,000, compared with their conventional direct mail survey that cost approximately $8,000 for postage and printing. Open-ended Comments: A Treasure TroveAnother advantage to online surveys is that there is no charge for transcribing open-ended questions. These types of queries can provide a wealth of information you can't glean from standard close-ended questions. With conventional surveys, responses to open-ended questions are difficult and time consuming to analyze. However, e-mail survey responses can be instantly filtered and categorized. You can also quickly identify trends and patterns that affect your customers on an emotional level. Studies have shown respondents are likely to provide more information when responding to e-mailed surveys. A study by Gi Woong Yun and Craig Trumbo discovered a 400 percent increase in the length of answers in e-mail surveys! Eliminate Interviewer BiasOnline surveys are less intrusive than a phone call and offer distinct advantages according to Vice President of International Research for ACNielsen, Bruce Paul. E-mail surveys eliminate interviewer bias and respondents don't feel rushed. They are likely to think of more to say before moving onto the next question. And because they read the questions and choose how to respond, instead of listening to the survey facilitator, there's less margin for error or misunderstanding. Leverage Customer FeedbackOnce you've assessed your results and feedback, you can leverage the survey data in your other marketing efforts. One way is by e-mailing respondents a summary of the results and your company's next step in addressing the survey issues. You can also use results in collateral sales material. For example, you can include survey results such as, "94 percent prefer our product to its leading competitor." Gartner Events, a Stamford, Conn., firm that sponsors business and information technology conferences, distributed an e-mail survey to gather feedback from attendees of its previous conferences. The firm used this data to design and improve upcoming events and incorporated customer testimonials from the survey in its promotional efforts. This approach emphasized Gartner's commitment to listening to and meeting the needs and expectations of clients. Don't Forget EmployeesTwo-thirds of United States companies routinely survey their employees to measure satisfaction, attitudes about the workplace, and to boost communication and morale. Employees are especially eager to share their opinions in e-mail surveys. Response rates in some companies, especially small or high-tech firms, exceed 90 percent. You may not realize it (except for the fact that we have an eNewsletter), but Proven Systems provides quality eSurveys for our clients. If you would like to learn more about this powerful marketing tool, contact the professionals at Proven Systems, info@provensystems.com, 970-223-6565. |
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