May 26, 2014

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Using Mobile Surveys for Immediate Customer Insights Mobile surveys is something that intrigues me - so I asked Mark Penson to share his insights into mobile surveys (watch out tomorrow for our interview on The Engaging Brand podcast). Here are Mark's views on gaining valuable customer insights. Forget Email Surveys: Use Mobile Surveys for Immediate Customer Insights Paper surveys have probably been around since papyrus. We’ve always been interested to know what others were thinking, right? We’ve all seen the surveyors at the grocery store, armed with clipboard, pen and paper form, intercepting folks lugging bags out to their cars to ask about products and services. In-home surveys came via parcel post, in over-stuffed envelopes with any manner of surveys, from private businesses to the city collecting opinions about new urbanization plans. As PCs became more popular, so did online surveys. But while they improved ease of distribution compare to paper, email surveys still left a lot of qualitative room for improvement. People are busy when they’re online at work, and doing any number of things on their home computer that have nothing to do with waiting to take a survey. Alas, harried shoppers, people sorting their mail and over-worked employees are not ideal survey candidates. After all, the more reasons you give them to avoid your survey the less likely you are to get valuable feedback—if you get any feedback at all. Email surveys aren’t keeping up with the times When email surveys don’t automatically land in a recipient’s junk mail folder, they’re often ushered there by the very person it was intended for—hardly the interaction the surveyor intended. It’s no wonder that email response rates are off the wrong end of the charts these days, and getting further afield. When responses do come in, the value of the information is limited. Why? Because of the lag between the interaction with the brand and the customer actually answering the survey. The business has to collect the email address, get the email to the right department or outside resource to add to the database, and then work it into the survey stream. If the email address is an accurate one, and if the survey doesn’t land in the trash, an email survey often lingers for days before the recipient gets around to answering it. This lag works against the collection of time-sensitive consumer insights like wanting details of a customer’s experience to a car dealership or a bed-and-breakfast. Or soliciting the nuances of a meal or event. The value of the insights, and the details consumers can recall decreases as the time between their experience and answering your survey increases. It’s logical, but for too long has sufficed as the norm. Clearly, email surveys’ role in collecting viable, valuable consumer feedback to inform marketing and other functions is limited at best. At worst, it’s a waste of time and money. It’s time for a new norm. Use people’s mobile devices to ask them about your brand—while they’re experiencing your brand Fewer and fewer people leave their homes...
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How to Create Unconditional Customer Loyalty Serious question - why do you feed your children? You don't have to...you do have a choice. Clearly there are laws that society have put in place to punish people who don't look after the vulnerable.....but you could choose not to..and take the consequences? So I ask again why? Do you see it as your honour to look after the vulnerable? Do you do it because you love them...even if they don't clean their room?? Do you do it without even thinking why....because you naturally want to nurture? Do you do it even when you are busy and hardly have the time? Now....think about that and I want to ask one more question Why wouldn't you want to 'feed' your customers? Social marketing, social media is nutrition for your marketplace. Your customers are hungry for answers, for their passions to be met, for easy, simple solutions....they are STARVING...and are looking for people who feed ideas, feed answers....who care enough about their passion to do it, even when they are tired or busy. Not a parent who give their child some loose change and say "nip and get some sweets as I am too busy to feed you" but a brand parent which will show their love by making that time, by giving content with unconditional love, by doing it not because they have to...but because they want to... And a business who wants to because they love their customers, they want to because they are passionate about their topic and they want to reach out and share that passion. They make time because they care, they respect and love those people who might want to share their hard earned money with them...they want to give because of what that could bring to others not for what they might receive. Unconditional loyalty is earned; unconditional love is engaging. Brands struggle because their brand nutrition is conditional.....either it is produced because it has to be or it is for the wrong reason. What if you offered unconditional content marketing out of love, what if you fed your customers out of love...because you saw it as your human role? Imagine how love engages...and for a second, just imagine what the difference would be to the content that you create...

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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