Tag Archives: customer surveys

Customer Surveys can help you identify your strengths and areas for improvement

InfoQuest’s aim is to help you to develop your relationship with customers and improve how they perceive you. Established in 1989, we supply business to business customer satisfaction surveys to companies all around the world, including working with some of the largest manufacturers and retailers. Whilst many surveys tend to be ignored, we have an average response rate of 70% and have a fantastic record of reaching key clients. We have conducted surveys in over 25 languages in more than a 100 countries. Satisfaction surveys play a major part in business because they let you learn what customers think about you. In B2B this is essential because of the relatively small number of clients most companies have. Keeping your existing customers happy and building loyal, mutually beneficial partnerships is the best way to make your business successful.

Surveys can come in many different guises, from short telephone calls to large questionnaires. Unfortunately, in B2B it can be very difficult to reach your important customers to obtain their feedback. Highly placed individuals and people working in locations scattered around the world can be very difficult to reach. Luckily, at InfoQuest we have a unique approach and contact your clients personally to ensure they are willing to take part in the survey. We take care to track down each customer and make sure the details you have for them are accurate. Many times we have encountered companies struggling to get responses because they lack up to date information about their customers.

Our high response rate is based on our ability to reach your clients and the unique box method we use. Telephone and normal questionnaires are easy to ignore but our box is different; it is a fun, engaging way to gather feedback. Rather than being another job added to the pile, it stands out and can give you a few minutes to unwind at the end of a busy day. Many of the people we have surveyed have remarked on how enjoyable the survey was to take part in. At InfoQuest we will be happy to hear from you and advise you in any way we can. To get in touch please call us on: +44 (0)1484 868390 or email us at: info@infoquestcrm.co.uk. When it comes to B2B customer satisfaction surveys we are the most accomplished provider in the world.

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Attributed feedback is one of the three foundations of InfoQuest surveys

Attributed feedback is the process of defining who gave which response. Normally the results of a survey will see you presented with a mass of statistics rather than useful data attributed to customers. In a B2B setting this kind of information is not really useful in making important changes to the business. The small number of clients can produce data with poorly plotted averages that can be misleading and damaging. It also leaves you missing the opinions of important customers.

In B2B having a small customer base can easily be turned into an advantage if you attribute feedback and build a strong relationship with important clients. Normally in this instance your customers will include several people from various departments within the same organisation. Responses for different departments can be hugely different because they have different criteria to work from. For example, the director of finance will look at the cost of your items whilst the head of operations will be more focused on functionality. Learning all of the different opinions can help you provide a better service.

logoNormally with customer satisfaction surveys it is nearly impossible to attribute feedback to each individual within the organisation. At InfoQuest we use our special box method and assign responses to the individuals who actually made them. Our approach is incredibly simple but super effective and has provided our clients with useful information that produces real value for their company. We even offer a 10:1 return on investment guarantee. When we report back if you don’t form a plan that can produce great returns we will refund the cost of the survey.

At InfoQuest attributing feedback is one of the three foundations of our service, along with high response rates and asking a large number of questions. Our commitment to these three factors has seen us enjoy huge success and become renowned as the leading provider of customer satisfaction surveys in the world.

customer-satisfaction-surveys.jpgWe enjoy working with clients to form the perfect survey, letting them choose their questions from a huge library of statements or add their own unique ones. By working in close cooperation with InfoQuest you create the best survey and build a great relationship with clients.

If you have any questions about what we offer please feel free to get in touch; we are always happy to provide answers for you. We recommend calling us personally at 01484 868 395.

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If it looks too good to be true………………it might not be!

Last week I was telephoned by a marketing magazine. The young lady who rang wanted me to place an advertisement in their magazine directory. She asked what other advertising InfoQuest was currently doing and I told her about the three e-shots that were sent out over the summer. Normally the summer, and in particular September, is a quiet period for us. September on the other hand is one of our busiest months, when we traditionally start pan-European projects for a number of [mainly] American clients that have got themselves into a routine, whereby they want the results delivered back in the first couple of weeks in January for their corporate “Kick-Off” meetings – energising the teams, establishing the targets and focussing on the year ahead. But August is traditionally quiet and a time when I part-jestingly suggest that we should shut up shop and go to the South of France for the month.

This year I wanted to drum up some business, and so we sent out three e-shots with a bunch of hooks – Do you need to conduct a customer satisfaction survey in the next few months? Would you like to get a higher response rate? Would you like to get more from the results? That sort of thing. I’d been told that the average “open” rate – where people open the e-mail and read it – would be ten percent. What was of greater interest to me was the quantity of “click throughs” – people coming to our website. We tracked these in real time on the days that the emails went out, and the results were dire.

So, when the lady from the marketing magazine called me, I made sure that I conducted the due diligence properly. I asked for a copy of the magazine to be sent to me and on Friday afternoon rang three of the advertisers. The three I picked were all in market research but not competitors – as it happens they were either offering omnibus surveys (where people will be asked their opinions on a range of subjects, from pet care to hair care, with clients sharing the overall cost of the research) or children’s surveys.

My survey of the surveyors was conclusive. One said that they’d had no benefits and were going to cancel (they’d signed up to twelve weeks of advertising), one said that, over the years they’d had the occasional enquiry and the third said that they only did it for brand visibility.

This got me thinking again. I’ve had a discussion running on LinkedIn as to whether marketing directors are interested in Return on Investment and whether I’d made a mistake in pushing our 10:1 r.o.i. guarantee (you can see the fabulous feedback that I got at http://linkd.in/cSUVzq). The folks at the agency who designed the e-shots and mailed them out for me were terribly laid back about the [what to me were] appalling results. And the three advertisers who’d had no enquiries from their adverts were equally laid back. Both the buyers and the sellers of advertising / marketing appear to have such low expectations.

My background, prior to joining InfoQuest ten years ago, was fifteen years as a management consultant specialising in change and cost-reduction. We had to hit the ground running. The results of our efforts were being measured within weeks of a project starting. We were often in a situation of having to turn round the fortunes of a business. It was all about the bottom line. Lost opportunity was measured when a particular initiative was late in starting by just a few days. I fell in love with InfoQuest because it affected the top line and didn’t mean “people off the payroll”. Over the years I saw that InfoQuest delivered time after time, particularly when we ran the powerful top-team post-survey workshops (at one recent workshop, for a company that manufactures rubber hoses for diesel engines, my client’s top-team ended the day with 165 ideas, based on the feedback we’d got for them, for how the company could increase it’s profitable sales). So much so that I wanted to share the benefits and eliminate the risks for potential clients – and introduced the money-back guarantee.

There is an old saying that if something looks too good to be true then it probably is. And if marketing people are so used to their efforts being wasted (or is it wasteful) then perhaps our guarantee is actually frightening them off?

By the way, please feel free to contribute to the discussion on LinkedIn, or call me on 01484 868395 (+44 14 84 86 83 95 outside the UK) and I’ll be delighted to talk you through any questions you might have.

John Coldwell

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