The One Question Marketing Survey

October 30th, 2010

Kent Callison - One Question Marketing SurveySurveys 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.

Posted by Sermon Access | Topic: Strategic Marketing
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Dear Friends,

I have exciting news to share. I am excited to announce that the Williams Web team has joined Lift Media Group effective November 1, 2020. I wanted to tell you a bit more about the mindful, diligent efforts that have gone into this process that has a singular aim – continuity with absolutely no hiccups for our valued clients.

For nearly a decade, I have worked with members of the Lift Media Group team, utilizing their excellent digital marketing, content writing, and public relations expertise. They have always strived to serve friends and clients well. I have consistently been impressed by their skill, honesty, candor, and faithful spirit. So what changes? Very Little. The name on our invoices will be different. A couple of processes will change. But every member of the Williams Web team, including myself, are still at work to ensure the continuity and service you have always received from us. Because of the expanded services of the team, I believe you’ll even see added service and value. We’re delighted to be a part of the team!

Please feel free to contact me if you have any questions. I’m personally committed to making this transition as seamless as possible for you, and I’m confident you will be pleased with the outcome. From the bottom of my heart, I appreciate the trust you have placed in me and Williams Web.

Greg Pearson