Surveys are a great marketing tool. They enable you to gather key marketing information from your customers or prospects, learn the channels by which your customers wish to communicate and help you provide better service. I have blogged about the benefits of using a website to conduct surveys in the past, but how you conduct the survey is not nearly as important as the questions you ask.
Many organizations make the mistake of asking too many questions, thinking they have one chance to gather as much data as possible. No one wants to answer a hundred questions on a survey. Most people don't even want to answer 10. So what is the right number of questions to ask on a marketing survey?
That's right. One question is all you really need to ask. In the book, The Ultimate Question, Fred Reichheld presents the concept of a Net Promoter Score (NPS). NPS is quickly being adopted by organizations around the world to determine the quality of customer service and brand loyalty. The first step in determining your NPS is to ask a single survey question:
"How likely are you to refer our company/product/service to a friend or colleague?"
That really is the ultimate question, isn't it? For marketers, it succinctly captures all the other data you could possibly need to determine the effectiveness of your marketing efforts and the quality of your customer service.
Consider asking this question in a simple online survey posted on your website. Mail a postcard to your customers with this question or include it on your next e-mail newsletter. Whatever communication channel your customers prefer, make sure to ask them this question.
To learn more about NPS and how to determine your Net Promoter Score based on the answers you get to the one question marketing survey, I highly recommend Fred Reichheld's book. Not much of a reader? Email me and I will walk you through it.