When to use SMS as a survey tool
Published on 06 October 2017
In today’s customer-centric world, it is essential that businesses have a good understanding of consumer habits, wants and needs in order to stay ahead of their competitors and improve their service offering. One of most effective ways to obtain these insights is to conduct surveys. Surveys allow businesses to get a better insight into their customers preferences and expectations so that the right products and business strategies can be developed.
However, one of the biggest struggles faced when conducting surveys is getting customers to complete them. Customers don’t really want to spend time filling out long questionnaires in-store while they are busy shopping. Nor do they want to take a website survey when they could be browsing elsewhere. So, how then do you get customers to complete surveys? If only there was a way that customers could send quick feedback via a platform that is both well-known and trusted. Well, there is, SMS!
SMS surveys have completely changed the way feedback and data is acquired. Gone are the days of lengthy questionnaires and long phone calls; SMS allows instant customer feedback via a platform that is efficient and familiar to the customer. Below we have outlined some examples as to how and why you would send out your SMS survey:
SMS surveys for market research
Whether you’re an entrepreneur exploring the needs of your target market or you’re a part of an established company looking to launch a new product, SMS surveys allow you to get important information directly from your customers.
Getting immediate responses to quick and simple questions is one of the most effective ways to get to know your target market and ensure that you are communicating and marketing to them appropriately.
SMS surveys for customer satisfaction
Gaining feedback from your customers about a certain product or service is invaluable. It allows businesses to assess what is or isn’t working and then make the relevant changes. SMS surveys could be sent to loyal customers, asking them to rate a certain product or give feedback on what they would like to be improved.
Customers could be asked to rate the customer service of a recent in-store interaction or they could be asked for their thoughts and opinions on a new product launch.
SMS surveys for event planning
When planning an event, one of the best ways to ensure that the attendees are satisfied is to ask for their input before the event. Questions like, who do they think should be speaking at the event or what their dietary requirements are?
SMS surveys can also be sent to attendees after the event to gain insight on how to improve the next event. These surveys could ask questions like:
- What 3 things do you feel needs to improved for the next event?
- Would you attend again next year?
- What was your favourite talk/discussion?
- On a scale of 1 – 10 how would you rate the venue?
SMS for Human Resource management
We all know that employees are the heart of every business. To ensure that your business remains successful, you need to ensure that your employees are happy in the workplace. For example, SMS surveys could be sent to the employes asking whether or not they are happy with a new system that has been implemented, if they would prefer more employee interactions or if they are satisfied with their opportunity for growth within the company. The survey results can also be kept anonymous in cases where the employees are required to answer personal questions.
SMS as the perfect engagement platform
Now that we’ve looked at some examples of how SMS surveys can be used, take a look at some of the reasons why SMS surveys provide the perfect platform for companies to engage with their customers.
Not only can customer choose when to answer the survey, but because SMS is so quick and to the point, customers can answer it during a coffee break or on a train to work.
Real time data
Traditional paper or email surveys typically require follow ups and an in-depth data gathering process. SMS surveys, on the other hand, collect real time data and results which can be analysed instantly.
Easy to launch and rollout
SMS surveys can be launched and delivered to customers within a matter of minutes. Where phone calls require time and email surveys might end up in spam folders, SMS is quick, effective and it gets delivered straight into the hands of your customers.
Allow for honest responses
For companies relying on in-store or over the phone market research, your customers may feel pressured into telling you what you want to hear. Using mobile surveys to collect feedback allows customers to feel more relaxed when answer questions because they can do so in the comfort of their own home and without the pressure of needing to answer straight away.
Ultimately, SMS surveys are a powerful and innovative data collection tool. They allow you to obtain important feedback from your clients, customers and employees in a manner that is efficient and cost-effective. On top of this, SMS surveys allow for evidence-based decision making that can help any business address their failures, strengths or pain points that may be affecting their client’s customer experience.