Opinion Surveys – 5 Key Factors for Success
Many of the companies make the mistake of relying totally on their management and internal staff to get feedback about the opinions of their customers about the image of the company in the market from the angle of the peers or even consumers or about the products and services. Unfortunately, this won’t help to gain an accurate picture about the opinion formed by consumers.
Gaining direct interaction with the customers regularly through opinion surveys is the only way to gain an insight as to-
- Why your customer is not satisfied,
- What are the ways to be adopted to improve the business or
- Where exactly is the greatest opportunity for your business
Seeking answers to the above questions forms the secret of running a business venture successfully. This holds true for all services, products and industry. A satisfied consumer is a prime key to a successful business over the years to come.
Businessmen generally measure the business on a score of profit and sales, whereas in reality the secret lies in satisfying the consumers. Opinion studies conducted regularly acts as a pathway to the game of success in business.
Opinion surveys act as a gateway in realizing customer satisfaction as well as dissatisfaction for most businesses. Only those businesses that are able to effectively analyze the criticism and praises and take adequate measures in communicating sincerely and effectively with their consumers win the race in the long run.
An opinion study conducted by a business after effectively, taking into account the following 5 key points is sure to help build consumer loyalty and bring more qualified referrals in the years to come.
1. Try Seeking Answers to Open-Ended Questions And Not Just Ratings
Open-ended questions if directed at consumers enable an organization in getting a fair and clear picture about the company. Just getting a rating from a consumer is of no use if the company is unable to comprehend as to why it got so and so rating in the first place. On the contrary, fair and sincere feedback from the consumers will help an organization to take concrete measures in the directed areas and strive to improve.
2. Proper Designing of Survey Questions
Faulty and incorrect designing of survey questions is likely to act as a deterrent in obtaining honest feedback and candid consumer opinions. In fact, this causes more damage as the opinion garnered acts as biased, poor feedback resulting in the undertaking of inappropriate actions.
In the modern era of social media and online opinion surveys, even the opinion of a single customer matter. A perfectly engineered opinion survey has the ability to take the business to a greater height.
3. Choosing for Right Opinion Survey Methods
Timely consumer opinion, if obtained helps in taking corrective steps to improve the business. No doubt opinions of consumers through email, chats, website feedback and other social media such as Twitter and Facebook also matters but the feedback received through one to one chat with the consumers on telephone holds greater relevance in taking timely corrective concrete steps.
4. Immediate Follow-up Action
Any feedback that is not followed up with immediate action is worthless. The real success of any business lies in the follow-up action taken by it on the feedback received from the customers. The steps undertaken by the company to act on consumer feedback is a direct message to the consumers that the company takes them seriously and cares for their opinion
5. Learning and Analyzing from the Consumer Feedback
All those companies aspiring to attain greater heights of success in business should immerse themselves in analyzing the consumer feedback and learn from the same. Sharing, analyzing and discussing the consumer opinions obtained rather than sticking and promptly forgetting about it won’t be of much help to a company that is keen on progressing.
Consumer opinion study should not be viewed as a routine exercise by any company thriving to succeed. The frustration of the consumer along with their joy and unsatisfied needs all matter equally and should be taken seriously as consumer feedback is the lifeline any business.