Online Surveys that Work - Constant Contactimg.constantcontact.com/docs/pdf/toolkit/online-surveys-that-work.pdfAt its core, marketing is about eliciting a physical and measureable

© Constant Contact 2014

Online Surveys that WorkGet Feedback From Your Customers

© Constant Contact 2014 1

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responseAt its core, marketing is about eliciting a physical and measureable

Pull response

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What is acampaign?

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SUBMIT

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SURVEY

Push content

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What is acampaign?

2

SUBMIT

1

SURVEY

Pull insights

Push questions

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Agenda

What are surveys, polls, reviews…and why should you do them?How to structure your survey and how to plan “good” questionsWhen? & Who? – two important questions Results and follow-upWhat’s next?


What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps

What & Why

The importance of listening

“I’d spend more if the customerservice was better.”

“If I have a good experience, I definitely tell my friends.”

“I don’t worry as much about the prices if the experience is great.”

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What do you need to know to help you take action or to make your business more successful?

Pick one thing and ask questions about that thing…be focused.

Every question you ask should already have a possible action associated with it.

What & Why

Know your objective

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What & Why

Know your objective

Do they like our product?(i.e. Do you like our orange juice?)

Do you think our Homestyle OJ is more or less bitter than other brands?

Did they like our event?

Did they like the layout of our event venue?Was the program too short, too long, or just right?Do you prefer a plated dinner or a buffet?

Find out if our Facebook fans prefer pictures or links to articles

Find out if people read our Facebook posts

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Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)

Objective (Better): Identify how I could use social media to better engage with my customers.

What & Why

Scenario #1

Sample question (answer choices)

What social platforms do you use?(Facebook, Twitter, LinkedIn, Google+, Pinterest)

Possible actions based on response

Re-focus social media strategy on most popular channel.

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What & Why

Scenario #1

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What kind of content do you look for on social media?(articles, pictures of friends or organizations youfollow, deals/coupons, jokes, quick tips, other)

Develop desired content and feature in our social posts…also use results to build content for newsletter.

Sample question (answer choices) Possible actions based on response

How often do you expect to see new content posted?(daily, 2-3x per week, weekly, 2x per month, monthly)

Develop posting schedule to match desired frequency.newsletter.




What & Why

Scenario #1

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Objective (OK): I want to figure out how to get more people to my events.

Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend.

What & Why

Scenario #2

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Sample question (answer choices)

To which area would you most likely travel to attend an event?(in the city, western suburbs, our store, dinner cruise)

Possible actions based on response

Start investigating venues in the area of the greatest response.


What kind of entertainment would you be most interested to see?(comedian, musician, performance artist, other)

Leverage local network to find talent based on responses.




What & Why

Scenario #2

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What & Why

Scenario #2

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At what time of day are you most likely to attend?(morning, afternoon, early evening, late evening)

Develop venue strategy and pricing based on responses.


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What & Why

Types of Surveys• Sent through email and/or social media• Get feedback, segment your audience

by interest• Can be longer, but don’t have to be

Surveys

• Good for quick insight on one question• Pushed out through email, on your

website or through social mediaPolls

• Ask for feedback on a specific product or experience

• Ask readers to rate your organization (directly or on a review site)

Reviews



Structure & Questions

Reasons for Surveys

Employee needs Customer profiles All about events

Relevance Customer experience Customer satisfaction

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Got questions?Response rate

# of questions

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Close-endedEasy to answerEasy to analyze and allow for great comparisonEnsure scales are balanced and clear


Got questions?SURVEY Open-ended

Not limited by optionsProvide deeper insightsHarder to answer = respondent fatigueHarder to analyze, time-consuming to evaluateLimits comparison


Got questions?

SURVEY

“Do you have any suggestions for improving our products?”

Answer up to 1,000 charactersAvoid a common mistake: Using too many open-ended questions.

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Question tips

How would you rate Joe Dimaggio’s career?

Are you very satisfied or very dissatisfied with us?

(limits evaluation)

Overall, how satisfied are you with us?

What suggestions do you have for improving Tom’s Tomato Juice?

(too general)

What suggestions do you have for improving the taste of Tom’s Tomato Juice?

How would you rate the career of legendary outfielder Joe Dimaggio?

(leading question)

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Question tips

You found the service to be _____(provide 3-4 choices)

How would you rate the food and the entertainment at the event?

(double-barreled question)

How would you rate the food?How would you rate the entertainment?

How well did the RDD explain the use of CTAs to drive CTs?

(jargon, abbreviations)

How effectively did the speaker explain calls to action?

What did you think of the service?

(harder to compare results)

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Make your first question easy to answer.Place your most important questions up front.Ask for profile and demographic information at the end.

Explain why you need the information.

Keep it simple…don’t get too personal.

Don’t make these questions mandatory.


Question tips

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203 ?204 ?205 ?206 ?207 ?208 ?209 ?210 ?211 ?212 ?213 ?214 ?

• Don’t ask questions that aren’t relevant

• Don’t ask two questions if one question is enough

• Don’t ask too many open-ended questions (which feellonger)

• Don’t ask too many demographic questions…

How long is long enough?


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• Do have no more than 10-12 questions.

• Do ask multiple-choice questions (feels shorter).

• Do limit open-ended questions to no more than 3.

• Do target a 5-8 minute completion time.

• Take it yourself!

How long is long enough?


On the fly (as you need to know something)

When & Who

When to survey?

?

?

?

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After an interaction

When & Who

When to survey?

Event

Survey

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Regularly scheduled

When & Who

When to survey?

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When & Who

Categorize your audience

Regular customers or donors

VIPs

Seasonal customers or supporters

New!

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When & Who

Segment your audience

Longer survey of entire group

JanuaryShort survey of small segment of group

MayShort survey of small segment of group

SeptemberWhat & Why | Structure & Questions | When & Who

| Results & Follow-up | Next Steps


Results & Follow-up

Get the word out

TXT

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Results & Follow-up

Hurry up and wait!

50%or moreof survey responses come back the first day.

88%of responses will be submitted in the first week.

2weeks

is generally enough time to leave the survey open to maximize responses.

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Results & Follow-up

I’m finished. Now what?

Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc.

Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results

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Results & Follow-up

Results should inspire action

Review andanalyze

1Spot

trends

2Create an

action plan

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Follow up with people

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Survey again!

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Results & Follow-up

Review statistics and data

%• Review answers to determine trends

• Create lists that segment your contacts by responses to different questions.

• Determine what “the story” is that the data tells you…and what steps you’ll take to influence the story moving forward.

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Introduce new services, products, programs

Improve your website

Make communications more relevant

Attract new customers, clients, donors

Segment your audience for better targeting

Results & Follow-up

Create an action plan from results

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Engage in conversation

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SUBMIT

1

SURVEY

Pull insights

THANK YOU!RESULTSPush questions

Share results What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps


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Use consistent branding.

Personalize it.

Clearly state the purpose.

Clearly state any incentives.

Specify time involved.

Next Steps

Practical advice

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Inform of confidentiality.

Clearly display call to action.

Include a closing date.

Include a thank you upon completion.

Next Steps

Practical advice

Make people feel like they are part of helping your organization improve!

Next Steps

Start small

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2 of 10

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SURVEY

• Start with a single-item poll on your website or via social media.

• Grow to 2-3 questions and start delivering them via your newsletter.

• Eventually build to 10-12 questions, use different question types.

• Share results with respondents.

• Send out additional pulse surveys to smaller segments throughout the year.

48© Constant Contact 2014

Get started today…60-day free trialwww.constantcontact.com

Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars

Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.

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© Constant Contact 2014

Get started today…60-day free trialwww.constantcontact.com

Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars

Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.

49

Documents

Online Surveys that Work - Constant Contactimg.constantcontact.com/docs/pdf/toolkit/online-surveys-that-work.pdfAt its core, marketing is about eliciting a physical and measureable