The holiday season is upon us, and we all know what that means—shopping. As a retailer, you know it’s one of the most important times of the year to make sure you’re marketing to your customers the right way. So how might you do that? Well, with surveys of course!
We even collected interesting survey results on how consumers react to different discount deals. So before letting thoughts of holiday readiness get you in a tizzy, grab some cocoa, snuggle up, and check out a few of our top survey tips that’ll guarantee your business some serious holiday cheer.
1. Let the customer voice be your guide
First thing’s first. What exactly do your current, or potential, customers think of your business? Finding out how your company is currently performing from your customers’ point of view is vital to making better business decisions. And we offer a number of survey templates designed to get you those answers.
• Measure customer loyalty with the Net Promoter® Score survey
The purpose of the Net Promoter Score (NPS) is to help you quantify whether or not your customers are helping (or hurting) your brand by asking the following question: How likely is it that you would recommend this company to a friend or colleague? NPS is The Ultimate Question. In fact, companies around the world use NPS to get a standard score anywhere from -100 to +100, with a score of +50 or above considered to be excellent.
Because we now have the NPS question type available in our Question Builder, you can drag and drop the NPS question directly into your survey. Or you can use the Net Promoter Score Template, which includes a series of follow-up questions so you can find out why customers gave you the rating they did. In either case, the best part is how easy it is to get your NPS—because SurveyMonkey calculates your Net Promoter Score for you: • Find out if you’ve got satisfied customers
They say the customer is always right. While this may not necessarily be the case all the time, what is true is that a happy customer is a loyal customer. According to our recent survey, we learned that 97% of customers are likely to tell their friends, family, or coworkers about a “very good” or “excellent” customer service experience. So knowing how to bring more joy and less stress to your holiday shopper can make a world of difference when it comes to your bottom line.
Checking in on the satisfaction of your customers (and employee engagement) is the backbone to providing fantastic customer support during a time of year when it’s needed most. How can you build a stronger, better, product that will meet your customer’s needs? Or how can you help your employees be a more efficient, happy, and knowledgeable support team for your customers?
Grab our Customer Satisfaction Survey Template (click the link to see a preview of the full survey) to find out what your customers think of you right now. That way, you can make targeted improvements to your business before the holiday shopping season takes off.
• Check the health of your brand image
Measuring customer loyalty is one thing—but how are you going to make your service or product stand out from all the rest? Do you have a story that resonates with customers? Are potential customers aware that you even exist? Who are they buying from? You can get answers to all of these questions and more with our comprehensive brand research survey templates.
These templates will help you gain insights on things like brand awareness. If your brand isn’t top of mind with your respondents, know that coming up with a solid brand strategy just may be the key to making or breaking you during the busiest consumer season of the year. If you find your band is on everyone’s mind, well then you can focus on adding even more festive flare to your current strategies.
2. Build your marketing strategy
When creating a great marketing strategy, you’ve got to think about everything that makes the customer tick. What demographic are you trying to reach? How much money are they willing to spend? How does your product or service stand up against your competitors? In order to perform market research around your consumer demographics, send out market segmentation surveys.
• Getting to know your customer as a consumer
Dig into your customer base easily by sending online surveys via our email, website, social media, or kiosk collectors. We’ve created a number of market research templates to help you know what’s on your customer’s holiday wish list. A great template to start with is our Online Shopping Attitudes Survey Template.
With Black Friday, Cyber Monday, and online retailers around the world setting up for major holiday sales, this template will help you get to know the when, how and what behind a customer’s online purchasing habits. This template, and hundreds more, are accessible within your professional SurveyMonkey account. Simply click the green Create Survey button in the upper right of your account and choose to Start from an Expert Template.
• Learn which deals and ads resonate most with consumers
If you don’t necessarily want to contact your customers directly, or you’re looking to gather feedback from a specific demographic, SurveyMonkey Audience will help you choose from 100+ attributes and connect you with millions of people ready to take your survey. An instance in which using a panel of unknown respondents can be really useful is if you want to test a particular market. For example, say you want to see how a particular ad, logo, product packaging, or marketing messaging will perform.
We tested this ourselves in a study on how folks react to particular promotion marketing. Using SurveyMonkey Audience—a powerful online tool for targeting specific demographics—we surveyed over 500 people from all over the U.S., and asked them their thoughts on different campaign strategies:
We then followed up with a series of “what if” questions. Essentially, asking the respondents to put themselves in a particular scenario in which they’d be receiving a promotion. The answer choices allowed the respondent to choose from a number of options as to how they’d like to receive that promotion.
This research helped provide an amazing overview of how the typical American consumer likes to receive a promotion, and how they’d most likely use it. Once we collected our data, we had a clear understanding of how people prefer to receive promotions. And in case you’re wondering, it’s all about the benjamins. Consumers love instant cash discounts over saving a percentage of their overall purchase. You can read about the study here.
3. Track your performance over time
So now that you’ve collected all this glittering holiday consumer data, it’s time to do something with it. One of our favorite tools for tapping into what a consumer wants is our Data Trends feature.
With Data Trends, you’re able to assess how your data has changed over time. This is incredibly useful when trying to plan your seasonal retail strategies. For example, let’s say last year’s toy didn’t sell as well as your company had hoped. Now that you know how to survey your customers and find out where they stand, and what they want, you can look at your product feedback survey results and see what went right (or wrong) year-to-year. You can create charts that will give you a clean, useful way to see these changes. With the option to change the time interval, you can view trends by day, week, month, quarter, or year, depending on your analysis needs. Another great feature that will carry over to your Data Trends is our Compare feature. This rule will allow you to cross-tabulate your data so that you may see side-by-side comparisons of particular survey results.
A good example? Our promotion survey we mentioned above. Since we used SurveyMonkey Audience, we were automatically provided with demographic information on our respondents. So if we wanted to see how woman answered in comparison to men, we’d apply the Compare Rule to our gender question.
This rule, as well as your Filter and Show rules, will carry into the data you collected from Data Trends. You can also get comparisons across other market standards by benchmarking your survey results against similar organizations in your industry. Following these great tips during the busiest retail season of the year will be sure to help your business shine. Data is truly the gift that keeps on giving, to you—and to your customers.
Do you have any tips on crushing the competition during the holiday season? How do you test ads and concepts? Give us a shout in the Comments below.