March 29, 2022 | Written by Jennifer Thompson

What We Learned From Our Customer Survey

Surveys are a great way to gather customer feedback on many aspects of your business. You can gain valuable insights on customer service, product offerings, your website and much more.

About 80% of organizations collect some form of customer satisfaction data (Harvard Business Review) or solicit customer feedback. There are many reasons why: asking for feedback from your customer shows that you value their opinions, you can find out why they bought from you, and it can help you fix gaps in your customer experience before they drive customers away. Check out this blog for more in-depth information on why you should conduct a customer survey and some best practices to create one.

Roadmap recently sent out our annual customer survey to clients who engaged in four or more of our services the previous year. We learned some valuable insights about why customers choose to work with us and areas where we can improve. This blog post will look at some key insights we learned, which are important for any business to consider about themselves.

Your Customer Doesn’t Always Know Everything About You

One important insight we learned was that not one of our services was universally known to our customers. In fact, of the best-known services, only 70% of clients knew we offered the service, and some services were as low as 30% awareness. Over the past year we have doubled the services offered so in reflection this should not be a surprise, but it does serve as a reminder for us to educate our customers continually on what we provide.

This insight is important to note for a few reasons: you can never assume your clients (or potential clients) know everything about you, so don’t be afraid to bring up any service you feel could benefit them. And this also means you should always re-evaluate how you are marketing yourself and your offerings. Are you talking about the right product or service for your audience? Again, don’t assume they know you offer this service or sell this product. Should your content be focused on a different product/service that’s not as well-known? At the same time, most of our clients choose to work with us because of the extensive amount of services we do offer (that they knew about).

Happy Customers Will Stay

In terms of customer satisfaction, the majority of our clients were very satisfied with our relationship. We’re happy about that, not just because we want our clients to be happy, but also because it can cost 5 to 25 times more to acquire a new customer than retaining an existing one (Harvard Business Review).

We are very proud to have scored a 65 on the Net Promoter Score, exceeding the benchmark of marketing agencies (which is 57). NPS is a customer loyalty and satisfaction measurement that typically is one question, using a 0-10 scale: How likely is it that you would recommend [company] to a friend or colleague? Scores are calculated based on what number is selected and customers become promoters, neutral or detractors.

Content is King – But It Has to Be Relevant

An area we learned we can improve is our content, both emails and social media channels. Our survey respondents rated our content as average. One reason we thought we got this rating was that the content wasn’t solving specific problems for them. Your content should be engaging for your customers and also meet a need of theirs. That could be answering questions about a product they want to buy, helping them solve a problem that’s relevant to their business or providing information they didn’t know about their industry. We take this as constructive feedback to tweak our content offerings to be even more useful for our readers and followers.

Take Action

Even a short survey can help you gather actionable feedback to improve your customer experience. The most important thing is to take that feedback to the correct stakeholders who can influence a change.

Using a third party to solicit feedback can help ensure your customers feel free to speak their opinions openly. We are happy to work with clients on a customer feedback program, such as interviews and specifically timed surveys. Ask us about the different options for your business to get customer feedback.  

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