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Use Surveys to Get Close to Your Customers

by John Wechsler  |  
September 1, 2009

We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future customers, and focus some love and attention on the customers they already have.

Increasingly, an enterprise's long-term viability will hinge on the strength of its customer relationships. But just as we don't wake up one day with abs of steel, a strong customer relationship requires dedication and commitment.

Traditionally, one of the biggest challenges of getting close to your customers has been purely logistical. But online tools now make it easy to gather insight into what makes your customers tick; how you can better meet their needs; and, hopefully, what other products and services you can provide for them.

Often a simple online survey is an effective way to do just that. When you've made the decision to start getting closer to your customers by using online surveys, it's important to remember a few rules of the road.

KISS (Keep It Super-Simple)

One of the biggest mistakes people make when designing an online survey is making it too long or too complicated.

To create a successful survey, you want to keep it simple. Questions should be very clear, and the answer choices should be easy to understand. Make sure you spend some time thinking about the survey's flow. Ask yourself the following: Do the questions progress in a logical and thoughtful manner? Is there a central theme to the survey, or does it cover too many issues?

Once you think you've nailed it, take the survey yourself. Chances are you'll probably see a few things you can improve.

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John Wechsler is president of Indianapolis-based FormSpring (, which provides ways to collect and manage data online. Reach him via

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  • by Mitch Glasser Sun Sep 6, 2009 via web

    I applaud you for encouraging businesses to listen to their market using surveys. However, one addition I'd make to your article is to recommend engaging the assistance of a professional researcher who knows how to structure a questionnaire and write clear, unambiguous questions.

    Poorly written questions can be interpreted by a respondent to be asking for information or opinions other than what the author intended. They can produce invalid, often misleading information—a condition rarely evident by simply looking at the data. You run the risk of drawing the wrong conclusions from the information, sending you off in the wrong direction in your product designs, promoted benefits, or a host of other dead ends. Don’t risk investment in a professionally developed product or service to market intelligence that is not created likewise.

    Just as you would never hand your accounting to someone just because he is a self-proclaimed wiz with Quicken for his home finances, so too should you not entrust the gathering of critical market knowledge to someone not professionally trained in the field. Given there are dozens of books and articles written specifically about writing questions and constructing questionnaires, this activity shouldn’t be left to someone simply because they have a Zoomerang or SurveyMonkey account.

    Mitch Glasser, Principal
    Glasser Research

  • by John Wechsler Fri Oct 23, 2009 via web


    I concur. As with most things in life and business; a little research can go a long way - whether through the help of a professional or via a little "self-enlightenment."

    Thanks for your comments.


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