3 Mistakes to Avoid for Better Results from Customer Surveys

By Jennifer Allan December 12, 2022 15 mins read 278 Views

Have you ever run a customer survey only to be disappointed by the results?

And it wasn’t because the feedback told you something about your brand you didn’t want to hear… but rather, because it didn’t tell you anything at all?

Your hope for the survey was to gain insight on customer behavior. Insight you could use to improve your marketing.

Instead, you feel like the survey was a waste of time.

But here’s the deal—if you’re not listening to your customers, then you’re missing a big opportunity to grow.

Surveys are easy, inexpensive and allow you to capture a goldmine of customer data… if you know how to do them right. Otherwise, they will be a waste of time for you and your customers.

But that’s not an outcome you need to worry about. Because going forward, your surveys will no longer suffer from these 3 mistakes…

Survey Mistake #1: You Haven’t Established a Specific Goal for Your Survey

Don’t just do a survey for the sake of doing a survey. Make sure you assign it a clearly defined purpose.

Messaging strategist Jennifer Havice says “There are countless questions you could ask your prospects and customers. However, the best way to narrow your options is to know your end goal.”

To narrow your questions, ask yourself: What is it you want to learn from your customers?

Do you want to create a stronger customer persona?
Are you looking for messaging ideas based on your customers’ real language?
Do you need to better understand the customer journey?
Are you considering changing your offer and you want customer input?
Do you need to understand what obstacles are stopping purchases?
Would you like to know how your customers feel about your brand?

Get the Digital Marketing Blueprint…

With a Customer Value Journey that strategically builds a relationship with new prospects and converts them into loyal, repeat customers. Click here

No matter the goal for your survey, it’s important that you define a single purpose for it.

If you don’t, your survey efforts will turn into pointless busywork, because you won’t know how to act upon the insight you gain.

So it’s your overall question—the thing you want to find out from your customers—that determines your specific survey questions.

When it comes to choosing those questions, don’t think they all have to be multiple choice. Surveys are an ideal method for capturing both quantitative and qualitative feedback.

In fact, you may want to design a survey that only contains open-ended qualitative questions. Because it’s these responses that give you the deepest, richest insights into what’s going on inside your customers’ heads.

Survey Mistake #2: You Don’t Make Time to Dig Into Lengthy Responses

Make time.

Or don’t. At your (business’s) peril.

It’s the long-form responses that’ll give you valuable details about your customers that guesswork never will.

Rest assured not every response is going to be essay-length. But with time, you’ll start celebrating the ones that are. Because they tend to be the ones packed with compelling stories and unique language that can go directly into your marketing and help boost conversions.

But know that combing through those long responses will be a waste of time if you don’t actually analyze them then act upon them.

What are you analyzing the responses for?

Other than unique language, you’re also looking for common trends and patterns.

For example, imagine several customers mention in their survey responses that they could’ve benefited from a follow-up consultation. Then it’s time to consider adding one to your offer.

Or maybe a few people imply that when they realized you had a corporate background, it boosted their confidence in you. Time to give this feature more weight in your messaging.

Recently, I wrote a new tagline for a client that incorporated a word she was tired of, but it kept showing up in the responses of a survey she had run. I felt strongly it was worth using this word, because it would resonate with her prospects since it was language they were already using.

Overall, the patterns and themes you spot in your surveys can give you a good idea of what will attract more customers and increase customer satisfaction.

And taking the time to figure that out will always be time well spent.

Survey Mistake #3: Your Survey is Boring to Your Customers

If your survey is long, boring, and soulless, your customers won’t bother with your survey. Because they won’t care about it.

It’s your job to make them care.

You do that by making the survey about them and not you.

Because people love to talk about themselves. Research has shown that when people get this opportunity, it triggers the same pleasure sensations in the brain as sex or food.

But, you might be thinking, how will I find out anything useful for my business if my customers’ responses are all about them?

Don’t worry. Your customers are going to give you plenty of insight that will have pay-offs for your business.

It may seem counterintuitive, but you won’t get a rich response to a general question like “How has [product/service] improved your life?”

Alan Klement, product, growth, and go-to-market specialist, explains that questions like these become “very abstract to the customer because they are trying to average together all their experiences in order to give an answer.” Klement goes on to say that the answers you get back from these questions will be average as well.

Instead, ask questions that invite emotional responses, while staying centered on your customer’s experience:

How did it make you feel when [specific problem/pain occurred]?
Can you describe the moment that you realized you needed [a solution to solve for X]?
If there were other people you talked to about your decision to buy [X], what did you say to them?

You might think you need to ask a lot of questions to get useful data.

Not so.

Joanna Wiebe, founder of Copyhackers, captures high-quality customer data with a one-question survey:

“What was going on in your life that brought you to [buy / download/book/choose] [product/service] today?”

The long-form responses to this question will let you in on why your customers chose you (and not your competitors) and what they’re trying to achieve.

That’s right. Just one question and all that priceless insight.

But there’s certainly nothing stopping you from adding another question or two…

You Have Nothing to Lose with Surveys. Done Right.

If you want to grow your revenue, you gotta do customer research. Surveys are a great option.

They’re easy. They make sense for any business at any stage of growth. And they’ll be worth your time… now that you know how to avoid the above 3 mistakes.

Start listening to your customers through surveys. See what a difference it makes.

The post 3 Mistakes to Avoid for Better Results from Customer Surveys appeared first on DigitalMarketer.

Frequently Asked Questions

What is your best motivation in life?

Do you want to know my top motivations? Let me tell it. My best motivation in life is to help people feel better about themselves. They will be amazed at how amazing they truly are. They are worthy and deserving of love.

They deserve happiness because they are.

I am here to remind everyone that it is more important to feel good about yourself. Nothing. And I'm going to do whatever it takes to find out how we can change our world for the better.

Feeling good about yourself makes us more open-minded, compassionate and kind to others. We stop judging one another based on superficiality. Instead we see the person as they are.

Showing someone that you already have everything you need is the best way for them to be motivated.

Although they may not be aware of it, that is why they have been struggling with something so much. Because deep down inside they knew they had the power to heal themselves.

All they needed was the right environment, the right support system, and the right mindset. But somehow they lost sight of that.

It's not hard to see why they lost it. Because they were too busy trying to figure out where the problem came from. They were too busy trying to fix the problem, when they realized that they had all of the tools needed to solve it.

They didn't realize they were the ones who had the answer.

This is why I remind you that you can create something entirely new. It is easy to tap into your inner genius.

All will be well once you do that. You'll be amazed by how easy it is to manifest your dreams.

You see, I believe each human being has their own unique superpower.

It is up to us to master its use.

What motivates entrepreneurs?

Passion drives us. But we also have an innate desire to create something meaningful that makes a difference. To make a positive difference in the lives of our loved ones and ourselves.

To give back. To give back. To leave a mark.

Most importantly, we love doing this. Because we feel called to live life fully, and have success in the things that matter most.

We are driven primarily by a sense that purpose and mission is important. It cannot be achieved solely through money.

Finding a way to mix business and pleasure is the key. Entrepreneurship can be more than a career; it's a lifestyle.

It is this passion that I have for helping entrepreneurs succeed. My goal is to empower them to achieve their financial freedom and leave a lasting impact on the world.

It's the only way to create value. I am living proof of this. And sharing your knowledge and expertise with the rest of the world.

It's not enough just to build a great service or product. First, you must understand your customers. What they are looking for.

Doing so will help you to always improve your offering. You will provide more value.

You will attract more customers if your products and services are more valuable. If you have more customers, you can sell more products. You will also generate more revenue if you sell more services and products. You will eventually be financially independent if you have more revenue.

You see, money doesn't always mean everything. It's a means to an ends. It's not the goal in and of itself.

To truly live a rich, fulfilling life, you can't focus on just money. Focusing on positive change is also important. Contributing. Leave a lasting legacy. It is creating something of value. Create something special. You can add meaning to others' lives and your own.

Entrepreneurship requires risk-taking. But it doesn't mean having any rules. Flexible means being open to change. Adapting. Adjusting. Improving.

As long as you stay true to yourself, keep your values intact and maintain integrity, you won't fail.

Entrepreneurship can be a calling. A vocation. You have the chance to contribute. To create wealth. To shape history.

When you embrace all of these things, you will be the best version of yourself.

You will be unstoppable.

What are the motivations of entrepreneurs?

There are three main types of motivation for entrepreneurs. Each type of motivation has its strengths and weaknesses.

External motivation is the most popular form of motivation. This motivates people to earn more. This motivation usually stems from financial concerns.

Motivation is externally driven by personal ambition, desire, and interest. This type of motivation is very goal-oriented.

Inner motivation is much more rare. Individuals with internal motivation do not necessarily seek out wealth; instead, they pursue other goals such as self-development, fulfillment, or service to others.

People with inner motivation are often called "passionate" when they find satisfaction in what they do.

The last type of motivation that is most common is intrinsic motivation. Intrinsic motivation is a person who finds enjoyment and satisfaction working towards achieving a goal.

An intrinsic motivation is far more powerful than an external or internal motivator.

Motivation comes from within. It is based the belief people are endowed with certain talents and capabilities. These talents and abilities give them the ability to accomplish extraordinary things that no other person could.

Feeling fulfilled and satisfied when you realize your talents and abilities is a sign of happiness. We feel important.

In short, intrinsic motivation makes us happy. That happiness comes from knowing that we can accomplish anything we put our minds to.

This feeling of accomplishment is what keeps us going through tough times.

If you don't like what you do, why bother?

Click here for more information about motivational entrepreneurship.

What is it that makes an entrepreneur successful?

There are two types entrepreneurs: those who make a lot of money and those who do not.

The difference between them is how they approach their business. Those who make money concentrate on making more money, while people who make a lot of time work harder to make more.

Those who make money are driven by the desire for financial freedom. Their goal is to become rich and stay rich.

They are motivated by fear, greed, and a sense of entitlement. They don't care about the long-term because they know they will have a happy life after they achieve their goals.

This type of person is commonly referred to by the term "hustler". They have a focus on the bottom and are able to find ways of increasing revenue without regard to quality.

Some make time. These entrepreneurs are driven to succeed by their passion. They desire to create something meaningful and lasting.

Their motivation is altruistic. They want to do great works. They care about creating products or services that have a positive impact.

These people are known as dreamers. They are driven by inspiration and vision. They know success requires perseverance, hard work and dedication.

These entrepreneurs are also creative. They are always on the lookout for opportunities that aren't available before.

They are attracted to the unknown. This is why they are willing to spend hours researching an area of interest. They love to learn new things and are open to new ideas.

They are able to adapt to changes easily. They are not afraid to get dirty and do whatever it takes in order to win. They don't like mediocrity.

So which type of entrepreneur are you? Are you driven by making money or seeking meaning?

Congratulations if you answered yes both questions. You are a successful businessman.

Over the years I have had the opportunity to meet many successful entrepreneurs. What struck me most was their passion for what they do.

Success isn't measured by just monetary wealth. They are defined by the impact they make.

Steve Jobs, who was not rich but well-known for his philanthropic efforts, is an example. He didn’t even own his first home until he was in the mid-40s.

His ability and creativity to create products that transformed the world made him wealthy. And that is what makes him special.

It's not your job to build wealth. It's not about building empires and amassing power.

Your job is to establish relationships with customers, partners, and other people. To build trust. To support others.

To have a positive impact. That's your legacy. This is your legacy, not your bank accounts.

Let's chat if you are ready to build a legacy that will be remembered.

Social Media University shows you how to create passive income online. How to market your business and make it grow automatically.

What are the top five motivators in an entrepreneur?

Motivation is key to success. Without it, there would be no success. In fact, it would be impossible to exist without it.

Motivational psychology is the study and analysis of human behavior when motivated. We do amazing things when we are motivated. It is also evident that our motivation is limited.

These five motivational factors are essential:

Autonomy: The freedom to make your own decisions
Mastery - The ability to master skills
Purpose is the feeling of purpose
Relatedness - The feeling of belonging
Reciprocity: The desire to give something back

These motivators might seem to be applicable to your business. However, each one offers a slightly different perspective of why people act the way they do.

An individual might want autonomy because he is able to make his own decisions. Perhaps he seeks mastery in order to excel at his job.

You could go on. These are just some examples of possible motivations. There are countless others. However, which ones might be most applicable to your particular situation. You decide.

I would recommend writing down three words that describe your ideal job environment to help you determine this. Next, take these words and apply them in your current work environment.

If you are having trouble coming up ideas, ask yourself "Why am I doing it?" The answer will help you identify your goals.

Once you know what you want, you can begin to figure out where you stand right now. And this knowledge can help to decide whether you should make changes.

If you aren't willing to change anything then it's time for you to look at your options.

But if you want to make improvements, then you'll need to start thinking about ways to motivate yourself.

Which of these motivators is most effective? It's hard to say. Instead of focusing solely on one factor instead, you should focus on all five.

These will assist you in achieving your ultimate goal of becoming an entrepreneur.

What keeps you motivated to be an entrepreneur?

My biggest motivator is the freedom to do whatever I want to achieve my goals. The world we live in has limits on what people can save, earn, invest, buy and consume. But those limits don't apply to us. We are free to chase our dreams and make those dreams come true.

These limitations cannot be allowed to control us. If we do, we lose sight of the fact that we are the masters of our destiny. We are the captains and crew of our ships. We are the architects for our lives.

I am motivated by the desire to create wealth beyond all my wildest fantasies. To create businesses that surpass the limits of human potential. To create businesses that change the way people live forever.

To build stronger businesses than any government, to make them more influential than any religion and to last longer than time.

It's why I'm here. I want to help entrepreneurs grow and expand their businesses faster than anyone else. Because when you succeed everyone wins.

Statistics

“Effective communication is 20% what you know and 80% how you feel about what you know. (americanexpress.com)
According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)
Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)
"If you improve by just 1% every single day, in several months, you will have improved by 100%. (carolroth.com)
That means for $150,000, you could have bought 10 percent of Airbnb." (entrepreneur.com)

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How To

What are three things that keep entrepreneurs motivated and successful?

Entrepreneurs should be motivated. Without motivation, there is no drive nor determination to succeed. But what motivates?

These are the three main reasons that we stay motivated.

We love our business
Our vision/mission goes beyond ourselves
We have a passion for helping others

Finding ways to tap into these motivations is key to staying motivated. We feel great pride and satisfaction when our business succeeds. We are more satisfied when we have a vision and feel like we are making a real difference in the lives of others. If we have a deep desire to help others we feel fulfilled as we give back to the society.

According to a University of Chicago study, the best way for you to motivate yourself is to be focused on the things that matter to you. His book, "Loneliness," states that "the best source for motivation is caring about someone." This will make us more engaged and motivated. It is obvious that if we are passionate about something, it will make us more enthusiastic about doing it.

Did you miss our previous article...
https://consumernewsnetwork.com/technology-news/how-to-communicate-like-a-boss-based-on-your-personality-type