How to Conduct a Successful Survey

CampaignTracey Kaufman, Booker Evan Klein, Satrix Solutions

Nick Einstein, SocialChorus

Tracey Kaufman

Booker is transforming the way local services are managed by businesses and

discovered by consumers. Booker replaces everything from manual methods to

disconnected software, and unifies the essential components of running a service

business into a single web-based platform, accessible from any device.

Booker also enables service businesses to sell their services online, through their

website and a network of partner sites and apps, creating a seamless online

booking experience for consumers. Booker processes over one million

appointments each month across 70 countries. Headquartered in New York City,

Booker’s customers include Fortune 500 companies as well as thousands of local

service businesses.

VP, Customer Experience

Booker www.booker.com

Scenario

• I’m the new Product Manager for Audi

chartered with launching a new product line

• Reviewed available info – market research,

competitive info, user forums & still have lots

of open questions

• I decided to do a survey to collect more info.

I’ve never done this before and figured I’d ask

the experts

WHO to surveyNeed to define your goals & target market prior to defining a survey sample • Who should I send the survey to?:

• Current customers

• All qualified car buyers

• Other?

• Select a survey sample that is representative of the

target for the new product line

• Current customers

• Previous customers

• Current demographic

• New market

How to ask the questionsProposed question:

• Which one of the following items is the most important to you

when buying a car?

o Price

o Gas mileage

o Sportiness

• Useful for prioritizing known alternatives, not for initial discovery

• Assumes a comprehensive understanding of the key value

drivers for the target audience – doesn’t include other key

variables like: technology, safety, cargo space, etc.

What rating scale to use• Proposed question:

• Please select the item that best represents your satisfaction with your current

car - Sample results:

• Price: 8

• Gas mileage: 7

• Sportiness: 6

• Conclusion – need to focus on improving Sportiness

• But…add another question

• Please select the item that best represents the importance of the following

items:

• Price: 10 (Gap -2)

• Gas mileage: 7 (Gap 0)

• Sportiness: 4 (Gap +2)

• New conclusion: Price needs to be the focus area and Sportiness is an area of

over-investment

Summing Up...• Beware of biases when designing your survey

• Select a survey sample that reflects your target audience

• Ensure that the options provided include key value drivers

• Using a gap rating scale provides context to the response

ResourcesAlford, H. (2011). Designing and conducting survey research. SMC Institutional Research

Rea, L.M., & Parker, R.A. (2005). Designing and conducting survey research: A comprehensive guide. San Francisco, CA: Jossey-Bass.

Websites:http://stattrek.com/survey-research/survey-bias.aspx

http://www.sagepub.com/upm-data/43589_8.pdf

http://help.verticalresponse.com/images/uploads/Designing_a_Survey.pdf

http://usability.com/2012/02/fundamental-best-practices-of-an-online-survey/

Nicholas EinsteinSocialChorus @socialchorus @othereinstein

SocialChorus® powers tens of thousands of brand advocates – employees,

consumers and bloggers - to experience, create and share authentic

content about brands they love. We call this new marketing category

Advocate Marketing.

Our award-winning Advocate Experience™ solution makes Advocate

Marketing easy. We combine a comprehensive SaaS platform with a

dedicated, expert team and best practices to deliver measurable social

engagement with millions of people every month.

VP, Customer Success

1. Make it easy to respond and religiously focus

on optimizing response rates.

2. Strategically time deployments to deliver key

value at proper moments in the customer

lifecycle.

3. Ensure results are integrated in CS system of

record and made actionable.

Three Key Strategies

Tactics: How to Conduct a Successful Survey Campaign

• Clearly articulate goals and next actions;

ensure appropriate incentives.

• Manage communications expectations from

moment one in customer lifecycle, and

frequently reinforce.

• Craft emails with precision and routinely test

key variables [from, subject, format, pre-

header, cadance etc.].

• Execute suveys at key points in customer lifecycle

[post-launch, usage milestone, etc.] when they’re

most likely to respond with quality information, and

while you have time to impact account and drive

change.

• Incorporate results in customer dashboard/reporting,

ID variances and dig deeper into root causes.

• Make segmentation as simple as possible, but not

simpler.

Founder & President

Evan KleinSatrix Solutions

Gather Candid Feedback Objective Analysis of Data Convert into Actionable Insights Extensive Reporting & Recommendations Drive Results & Measure Impact

Existing Customers Former Customers Prospective Customers Employees

Customer Experience – Analysis Concepts

KPI 5 Whys

NPS

MoETop 2-box

Standard deviation

Correlation

CLVChurn rateResponse bias

KDA

Verbatim analysis

Share the Insights

Board of Directors C-Level

Business Leaders

Service Product Marketing Sales HR Finance

Front-line Personnel

Follow-up

Bottom-up

Top-down

EmployeesNon-responders

The ‘Public’

Q & A