How agencies can maximise customer feedback for their clients

Marketing consultants and agencies help clients to transform their businesses, and drive both awareness and growth. Often they are tasked with meeting goals centered around one key word – more. For example, more quality leads, more revenue, more meaningful customer engagement etc. 

But following a rather disruptive 2020, customer retention has never been more important. Afterall, it’s estimated to cost five times more to attract a new customer than it does to retain an existing one and businesses are 50-65% more likely to be successful when selling to an existing customer, compared to a new consumer. Consequently, it’s essential that agencies are able to deliver strategies and communications which help promote customer loyalty for their clients.

But how can consultants and agencies achieve this in the current climate? Since all effective communications and marketing campaigns start with robust customer data and insight, a customer feedback survey could be the perfect starting point.

Survey ideas for marketing consultants and agencies

Surveys are a great tool for collecting consumer feedback and data, they can gather information en masse in a structured format. SMS also benefits from an average click through and conversion rate of between 19 – 32%, using SMS for survey delivery could enable businesses to quickly receive a high volume of quality feedback. 

Market research

As mentioned, businesses are much more likely to sell to an existing customer than a new one. Consequently, it makes sense to conduct market research on a brand’s existing customer database. Asking audiences which products and services they’d like to see developed could lead to some really valuable insights for your clients. 

Effective personalisation and segmentation are paramount to campaign and communication success, it can also prove worthwhile to use surveys to find out more about your clients’ audiences. By collecting information regarding customer demographics and interests, you can ensure the strategy created for your client hits the right notes with their customers.

• *Business name*: Hi *name*, we’re looking to bring our customers even more value with some exciting new products. To help us create products you love, we have a few questions
  • Do you ever purchase *insert product / service*? Please reply YES or NO.
    • If YES: Where do you typically go, when looking for *insert product / service*? For example, do you usually start your search online or in-store.
    • What would you say are 3 key features when you’re selecting *insert product / service*?
    • What would you say is your typical budget for *insert product / service*? Please indicate your price range in GBP. 

Improving data health

Consumers have become increasingly comfortable sharing data relating to shopping habits with businesses and subsequently, their expectations of what brands should then do with this data, has also increased exponentially. In fact, 54% of consumers now anticipate a personalised discount within just one day of providing their details to a retailer. Considering the fact  that customer data deteriorates at a rate of 30% per year, and this figure can increase to 70% for those marketing to customers in industries with a high employee turnover, it becomes apparent just how important it is to provide clients a robust tool to maintain good data health. 

Afterall, you want to ensure your clients can avoid personalisation pitfalls, for example, incorrect or misspelt names. With SMS surveys, you can provide that solution in a way that is simple, quick and cost-effective. 

• *Business name*: Hi *Name*, to ensure you only receive the most relevant updates,  we’re going to ask a couple of questions regarding your current *insert service / product* requirements. 
  • You recently purchased *insert service / product*. Would you like to receive updates regarding new products and offers? Please can you reply with YES or NO.
• *Business name*: Hi *Name* we are currently reviewing our customer data. Could you confirm whether *insert customer email address* is still correct? Please can you reply with YES or NO
• *Business name*: Hi *Name*, we have your details on file to be notified of future events in London. Please can you reply with YES or NO, as to whether this is still applicable.
  • If NO: Thanks *Name*. If you would like event notifications to be updated to a different region, please respond with this detail. If not, simply reply OPT OUT.

Customer feedback and satisfaction

There are many benefits to keeping the dialogue open between a brand and their customers, and being able to gauge customer satisfaction is just one of them. Ultimately customer feedback and satisfaction measures, enable businesses to collate data which they can use to make informed decisions. Again, being able to provide this service for your customers could be really beneficial.

• *Business name*: Hi *Name*, we’d like to ask you a few questions about your online experience today
  • On a scale of 1 – 10, with 10 being the most positive, how would you rate the usability of the *insert business name* website?
  • On a scale of 1 – 10, with 10 being the most positive, what was your experience engaging with our new live chat service on the site today?
• *Business name*: Hi *Name*, on a scale of 1 – 10, with 10 being the most positive, how would you rate your satisfaction of today’s delivery?
• *Business name*: Hi *Name*, you recently purchased *insert product*. On average how many times per week would you say you use this product?

Ultimately, the current climate has seen many companies prioritise customer data to steer their strategy and these tools and insights can prove beneficial in the long term as well. For more information on SMS surveys or support in creating one of your own, please feel free to contact our experienced SMS customer care team on 0845 112 1302 or email [email protected].