online survey tool

How to Use an Online Survey Tool to Drive Sales

By Archit Jain

It’s been over five decades that my family has been running a jewelry business based in India, and over the past few years, we have been using online survey tools to interact with a large number of jewelry clients and customers across the globe. We are regularly surveying our customers to take their feedback on new designs, to track their experience about our products and brand, to gauge the level of effort they are putting with us to get their requirement fulfilled.

The data collected from the online survey tool helps us to streamline our business and marketing strategies. It also helps us to achieve positive results along with business growth.      

I think it’s the versatile nature of the online survey tool that has made it popular in every sector of the industry. Various businesses use an online survey tool across different stages from product development to marketing to selling.

So, in this article, you’ll learn to leverage the online survey tools to drive sales at your business.

Use an Online Survey Tool to Conduct Market Research

Market research helps you to evaluate the condition, competition, and other important dynamics of marketing. It helps businesses to uncover some really important dynamics like consumer behavior, buying habits, preferences, and lots more. Data collected from the marketing surveys help you to customize your marketing and products or services strategies and enables you to develop those products and services that complement the requirements of consumers.

The online survey tool provides you a mobile-responsive platform where you can easily create, distribute, capture, manage, and analyze your customer surveys. Initially, the target audience survey helps you to quickly establish a strong customer base.

Once the actual sales process begins, it is important for the business to check the performance of products or services along with the latest marketing and sales trends. For this, you can conduct a post-sales marketing survey among your customers where you can pose different questions like “what is the difference in the experience we provided then the other online businesses do?”, “What makes us different from other brands?”, “What do you like most/least about our products or services?”

Such questions cannot only help you to determine the performance of your products and services but also helps you to drive your marketing and product strategies to the right track.

Use Pre-Sell Online Survey for Launching New Products & Services

If you want maximum sales at your online store or business, then you need to develop customer-appealing products & services that drive interest among customers. Now the thing is how to know whether your products or services are perfectly meant for your targeted customers or not? For this, you need to interact with your audience with the help of Pre-Sales Surveys.

A Pre-Sales Survey comprises a set of questions including close-ended and open-ended questions that offer a chance to the sales team to interact closely with their leads and capture all the necessary information. It also helps you to streamline the lead qualification process, cut down the investment in bad leads, improve lead quality and speed up the sales process.

You can also automate the distribution of pre-sell surveys by integrating an online survey tool into your product launch page. This helps you to capture instant real-time customer data. Acting on the data acquired from the survey can help to custom-built your product and sales strategies and drive maximum sales to your business.

Use Customer Experience Survey at Your Website

With increased competition, grabbing the attention of customers has become a tough nut to crack. Besides, product quality, customers also include their browsing experience (at your store or website) in their overall experience. As a result, many businesses and brands have now started treating customers with flawless customer service and experience.

When it comes to improving the customer experience or improving customer loyalty, Customer Efforts Score (CES) is the most considering factor. In fact, Harvard Business Review, 94% of businesses would buy your product again if they cite a low level of effort from working with you. Customer effort score refers to the customer experience metric that helps to gauge the level of effort a customer has to exert to get an issue resolved. 

So, when customers or visitors visit your website, you can interact with them via in-the-moment website feedback. Instead of sharing a feedback link on email or SMS, you can gather customer experience data by integrating CES, NPS, and CSAT surveys at the bottom of your website. So, with just one intuitive click you can quickly gauge instant real-time customer experience.

For example, you can integrate customer experience surveys (NPS, CSAT, and CES) at various touchpoints in a website including the end of the blog, product page, order confirmation page, payment page, etc.

Use SMS Surveys During Online Transaction (Event)

The best way to get instant real-time customer feedback is to send customer surveys after a specific transaction or event. This helps you to capture and gain detailed insight into the instant experience during the customer journey.

A Transactional Survey is the good-to-go option for tracking instant experience. It helps to acquire genuine customer feedback about specific products, services, or any event like online payment, etc. Transactional surveys provide customer-powered data that help you to quickly identify the strengths, weaknesses, opportunities, and threats related to your products, services, or brand.

The effectiveness of collecting transactional surveys can be more fruitful if you act on the data immediately to resolve the issues of your customers and ensure them with the improved level of the customer experience. This helps you to improve your customer acquisition rate and reduce customer churn rate.

There are various touchpoints available in the customer journey, where you can deploy transactional surveys to get instant customer experience feedback. Some of the important touchpoints include:

  • Post Order – You can immediately track customer experience by sending transactional surveys via SMSes immediately post-transactions like after placing a new order or after completing any specific business transactions. Data collected from the survey can help you to make the customer journey better.
  • Post Delivery – Taking customer feedback after delivery helps you to check and analyze your delivery & logistic services. If you are a restaurant and want to collect post-delivery feedback, then you can place the QR Code on the food box through which your customers can scan it and give you the feedback.
  • After a customer ticket or call is raised – Post the complaint ticket has been raised by the customers, it is important for you as a customer support provider to check whether the issues raised by them are solved or not. In this case, you can send both close-ended and follow up transactional NPS surveys to the customers to know how your support representative has handled a specific situation and solved the queries.

Create Post-Sale Customer Satisfaction & Loyalty Surveys

Customer satisfaction and loyalty are correlated with each other. If your customers are happy and satisfied, they can be loyal to your brand and likely to recommend your products or services to their friends and relatives. So, customer satisfaction leads to loyalty that drives positive word of mouth to your business.

To engage your customers with your brand, you can pitch them with post-sales customer satisfaction and loyalty surveys. NPS and CSAT are two separate metrics that are available in the market to track the satisfaction and loyalty level of customers individually.

The Net Promoter Score (NPS) Survey helps you to track the loyalty of your customers by posing a simple question “How likely is it that you would recommend [Organization/Product/Service] to a friend or colleague?” Here, your customers will rate their willingness to recommend your brand on a scale of 0-10. Customers who rated you between 0-6 are considered as the detractors, 7-8 as passives, and 9-10 as promoters.

Customer Satisfaction Score (CSAT) helps you to gauge the satisfaction level of your customers by posing a simple CSAT question “How would you rate your experience with our product/service?” Here customers rate their response on the scale from “Very satisfied” to “Very dissatisfied.”

For example, after checkout from an online store or website, you can share a post-sale transactional satisfaction and loyalty survey to your customers.

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Archit Jain
Archit Jain is an experienced Content Writer and Strategist, been in the IT Industry from last 5+ Years. Associated with the Zonka Feedback. Passionate about writing customer experience, customer satisfaction, customer feedback, and net promoter score.

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