This blog post was written by our guest blogger Mark Dengler, President and Owner of Research & Marketing Strategies (RMS), a market research firm in Syracuse NY. This article was also featured in summer edition of RMS News.
Stopping for a bite to eat, picking up a prescription, going shopping – consumers engaged in these activities have seen a growing new element tacked onto their experience: the satisfaction survey. Today it seems as though consumers are being surveyed beyond exhaustion – most receipts are now twice as long as they once were not because people are buying more, but because the vendor is asking the consumer to complete a survey.
While the flood of surveys may seem to devalue a consumer’s opinions (what is being done with all that information?), the quantitative data provided has invaluable potential for companies as surveying is one of the few ways to engage the consumer. Of course, once a business has obtained the data, it is imperative they do something with it. Engaging consumers is only the first step to enriching the overall experience. Businesses must then analyze the information and determine how to improve consumer experiences, and ultimately, the bottom line.
In addition to showing that the feedback is being used through improved experiences, businesses must also demonstrate respect for the consumer’s time by making the survey concise. More meaningful, recurring dialogue with consumers can be obtained through inviting them to be part of a consumer panel online. Surveys help capture a quick benchmark
on experiences. If you’re not yet asking, it’s time to jump on the bandwagon, but keep your surveys succinct!
RMS is a satisfaction survey vendor located in Upstate NY. If you are interested in getting started with satisfaction surveys, contact our Business Development Director, Sandy Baker at SandyB@RMSresults.com or by calling 315-635-9802.