Short Surveys Then Action

Last post I stated that you should always have a survey running. I don't mind filling out a survey that is two questions ....three at the most and answered by clicking a yes/no radio button. If you have an optional text area for me, I might use it but probably not. I'm busy. I answered your questions, now let me go. If I click and there is a page two. Goodbye.

If you have a three page 40 question study you had better have some good incentive for anyone to take that time. You are not going to get it for free. At some of the restaurants like Chili's they offer a discount on your next meal if you will call an 800 number. Have you done one yet? Not worth the $2 discount.

But really, if you had the answer to two questions about your business from your existing customer base; could you not make some changes that would be of benefit to you both. Too many times we run our business as if the customer was us.

• We use our terms...our slang, even if it is only used by people in our industry.
• We impose our idea of value on the customer.
• We assume the customer knows little and our competitors even less.
• We think we know how the customer wants to do business.

There was a time when I could not understand my customers using products that were, by my standards "cheap". The answer is "they worked for the customers application". So rather than guess....ask your customers. "What can I do for you." Then do it.

I am reading a book titled "Free - The Future of a Radical New Price". If you find there is something that you can do for your customer for free.... do it and publicize it. It will set you apart.