Customer Engagement Survey

Telephone and Online Research

Uncovering information that has the power
.....to connect corporations with their customers.

The Customer Engagement Survey

Thanks to the competitive landscape of today's business world, customer engagement is more important than ever. When customers do not perceive true value from your company's products, services, and brand, they go elsewhere. And in today's turbulent marketplace, costs associated with switching suppliers often seem negligible. In fact, in some instances, companies will take on new business as an initial "loss leader" in order to facilitate the transition to a new supplier. A recent study published in the Harvard Business Review concluded simply inquiring about company performance proved to be an excellent customer retention strategy.

Why Conduct a Customer Engagement Survey

Managers often understand the importance of customer engagement, but lack the time and internal resources to establish a baseline. If any of the following issues are important, your company might benefit from a customer engagement survey:

• While satisfied customers may be happy with a recent experience, how do I create an emotional connection with my company?
• How do we create engaged customers who are loyal, passionate advocates for our brand?
• What is the connection between truly engaged customers and growing market share?
• How can I develop and grow my brand?

Customer Engagement Survey Methodologies

Customer engagement studies are commonly conducted using a variety of strategies, including phone interviews, mail, or online surveys. Direct mail and e-mail surveys are typically reactive by nature, requiring action by the respondent. Responses, if received at all, most typically come from the extremes of the spectrum and may not accurately represent the opinions of the majority of the population. E-mail and mail surveys may not be filled out completely or properly, resulting in incomplete information. Comments tend to be omitted or may be abbreviated, with no chance to probe for details or clarification of the statements provided. For these reasons, we often recommend the use of a telephone approach to the customer engagement survey.

Telephone based customer engagement surveys offer a number of advantages over e-mail and direct mail approaches. Telephone interviews utilizing an independent third-party elicit a candid response, which encourages greater candor and honesty. A telephone campaign can assure you that your customer engagement survey is reaching the right person. Telephone interviews are economical, as qualified respondents can be contacted in a timely manner, as compared to mail campaigns which may be sent to a broad group resulting in low response and lengthy turnaround. Finally, telephone interviews are proactive by nature as they reach out to the population and enable you to obtain information from a representative portion of the population you wish to reach.

Contact The Customer Engagement Survey Experts

At Direct Opinions, each customer engagement survey is tailored to your specific information objectives. We will develop and recommend an appropriate blend of custom telephone and online surveys based upon your company's information needs and project budget. Regardless of survey methodology, the results of your customer engagement survey will provide actionable data that will help your business grow. Ready to get started? Contact Direct Opinions today for a quote on a customer engagement survey today!