Our 360° Customer INSIGHTS program is designed to be a monthly program. It is 12 topical surveys that together provide a 360° overview of your customer experience. With continued use, they provide an annual company benchmarking.
The surveys format: email address, 5-7 sliding scale questions, 1 fill in question, 1 request for photo. Average time to answer is 2:23.
The surveys are:
- short enough to get answered
- meaningful and actionable
- collect email addresses to grow your email list
- collect comments and photos to be used in marketing communications
The surveys are implemented through your channels. Most common are your email list, social media, from your sales room and at events. (But creativity counts!)
Your customers are given incentives to answer the survey by you that will impact the response rate.
Your staff can be motivated to encourage response gathering with incentive programs.
Stephanie (Friedman) Wycoff, Chapter 11 Strategic Winery Tourism and Management