Feb 13 2009
Smart Surveys Deliver Timely Insights
Using e-mail and your website for online survey/sweepstakes can be timely and effective. When done well, it’s a win/win for you and your customer. In the last week I’ve received survey emails from Simon Pearce, Talbots and Key Bank, and as I’ve gone through them, I’ve had some time to reflect on what makes an effective survey.
A survey is an offer of value that should be consistent with your brand and provide a positive customer experience. Online surveys are great directional indicators, particularly in these tough times. But don’t over-interpret results, and remember that respondents represent a particular type of customer and are not likely to be a random group. In other words, use results with caution.
Let’s take a look at some of these survey programs in more detail:
Simon Pearce
Simon Pearce, a Vermont purveyor hand blown glass and handmade pottery, is offering its customers via e-mail (and on their website) a chance to enter its “Feel the Heat Giveaway,” a weekend in Vermont complete with a glass blowing demonstration. The consumer has two ways to enter—make a purchase of a particular product or complete a questionnaire. The questionnaire is focused on uncovering its customers’ attitudes and planned behaviors as a result of the economic downturn—critical information for any retailer, but especially important to those with an affluent customer base. (Recent studies by Experian Simmons are showing that the upper end of the market is particularly wary of spending right now)
By adding the purchase option, Simon Pearce created a revenue opportunity out of their survey—very smart marketing! (I admit, I may have made a purchase as a result of their efforts)
Talbots
Talbots is surveying recent purchasers on their perception of the company’s corporate re-branding efforts—and offering a chance for $150 gift card. This is a different approach than Simon Pearce but still nicely tied to the Talbots brand.
Key Bank
Key Bank is fielding what they describe as customer satisfaction surveys. However, their survey only asks for household demographic, income, and asset information. By adding more accurate descriptions of their survey and offering incentives, Key Bank could provide more value to the customer and build brand loyalty.
