Opinion

A guide to getting your customers' opinions fast

6 min read

05 February 2014

If you are looking at ways to improve your company's marketing campaign, it may be worth considering the option of getting feedback from your customers themselves.

SMS marketing is an incredibly popular choice for many companies that are looking to reach their customers in an effective and targeted way. Of course, if you want to ensure that your messages are having the desired effect, you need to find out more about your customers.

Gathering their opinions together will give you the inside scoop on what sort of things your customers want to receive from text marketing campaigns and also the things that they have no interest in. Once you’ve got these views together, you can start creating a tailor-made campaign that targets specific customers and will hopefully have maximum impact.

Gather the data

To get the views of your customers, you are going to have to get in contact with them and build a relationship to ensure they want to help you out. There are a number of ways that you can do this but contact forms and surveys are both popular methods. So how do they work?

Companies like Text Local offer tools that allow you to create your own surveys and forms that you can then send out to your customers. These sorts of tools give businesses the freedom to add in the questions they want so that they can get the information they need and tailor the surveys to their unique customer base.

The tool itself just takes out some of the stress of trying to create a survey in the first place, so the basics are already in place; the user just needs to personalise it to their own brand. This makes things a bit easier for the companies and enables them to get the surveys implemented a bit sooner than if they had to design them in-house.

Create your surveys

Once you have chosen a tool to work with, you can then start to create mobile surveys and forms for SMS. Think about the questions that you want to ask and the types of responses you are looking for. While these surveys may be sent to customers via an SMS message with a link sending them to a web page, businesses need to remember that customers will be accessing the survey from a mobile phone. Although the survey itself will be optimised for mobile use, there’s a chance that customers may not want to fill in paragraphs of information so multiple choice questions could be a better option.

If you make your survey as easy as possible to fill in, you may find that more customers are happy to fill it out because they can do it quickly and easily, without having to give too many details. You might also want to personalise the surveys for each customer that is filling them in. This could make them feel more valued and so be more tempted to fill in the survey for you.

Personalise

It’s essential that when you start sending out the links to your surveys that you don’t forget to personalise them. Sending your customers an SMS message with a link to a plain, unbranded web page could make them dubious and reluctant to give all their details. At the very least, you should add your brand logo so that customers know they are being directed to a legitimate site.

You might also want to add in start and end dates to your surveys so that you have a time frame in which to gather your information. This allows you to create surveys now that you don’t wish to start getting details from until some time in the future. You can then forget about them, safe in the knowledge that they are scheduled to begin at a time suitable for you.

Use your data

Once you have started to collate you data, you can then begin to implement changes and use the opinions of your customers to the advantage of the business. Ultimately, you need to keep the customers happy if you want to expand so it’s essential that you take their comments on board and make changes where necessary.

You may find that everything is positive and no real changes are needed, in which case you should take the time to thank people for filling out the information and maybe even offer them a reward or discount for doing so. This will go towards making them feel like valued customers and they may be more willing to help you with other things in the future.

Rhys Foley is a Freelance writer, focusing on key business trends and technology news. 

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