The One Question You Should Include in All Feedback Surveys

Management Expert Ken Blanchard (author of The One Minute Manager) once said, “Feedback is the breakfast of champions.”

That’s a great quote. The breakfast metaphor reminds us that feedback is something you should actively consume. But feedback is also something you need to digest so that it can fuel your business.

surveyWhen we survey our clients, we think carefully about not only what we’ll ask, but also about how we will digest the feedback.

In most of our surveys, we say, “Please tell us why (or why you wouldn’t) recommend MarketVolt to others.”

If someone says, “No, I won’t recommend your business because…,” we contact that person. We dig deeper into the issues, and we try — if practical — to solve them. When we respond quickly, honestly and directly, we often turn a disgruntled customer into a happy customer. We save an at-risk relationship. This reduces customer turnover.

If someone says, “Yes, I would recommend you because…” we contact and thank that person, and we ask two these questions:

  • May we include your comments in our marketing materials?
  • Do you know others who might benefit from our products and services; and, if so, would you be willing to recommend us to them?

Testimonials and case-studies help you sell. They establish social proof that people value your products and services. Most people who say nice things about you in a survey will agree to be quoted in your marketing materials, and some will elaborate for a case study.

Most people who say nice things about you will also be happy to tell others about your business. If you don’t have a referral program already in place, establish one.

Ask happy customers for referrals by reminding them what kind of customers you seek, how to best describe your business to prospects and how (if applicable) you reward referrals.

Case studies and referrals will lead to new sales. Responding well to negative feedback will reduce turnover. You can get all of that with one simple survey question. Now that’s what I call a nutritious breakfast!

A Great Example of Myth-Busting, Personalized Curated Content

landes-logo

We were really impressed with this email we received from MarketVolt client Les Landes. We often encourage you to curate content -- reference others' works to make important points -- rather than creating original content from scratch. This email … [Continue reading]

Prospects Think B2B Marketing is Too Pitchy

chartofweek-11-11-14-lp

If you sell to small businesses and you haven't been closing the sale, you might be pitching too hard. So says a survey of 401 small businesses from The Alternative Board that asked, "When evaluating a new product or service for your business, what … [Continue reading]

Answer the Door When Someone Knocks

Are You Listening Image

My wife accidentally stepped on her Kindle recently. The screen was ruined. Rather than replace the unit, I thought I would get it repaired. So I searched online for "Kindle screen repair St. Louis" (I wanted to use a local service, rather than ship … [Continue reading]

A Surprising Secret for Writing Better Sales Copy

logo

A very wise marketer once encouraged me to study classified ads in the National Enquirer. “If you want to learn how to write good copy, find the ads that run week after week. Some of them have run unchanged for months or even years. These … [Continue reading]

How Long is Too Long? The Truth About Subject Lines

tape-measure

A subject line can make or break your email marketing campaign. Write a good one, and more people open your email. Write a bad one, and all that great email content goes unseen. The question we hear most often about subject lines: What's the best … [Continue reading]

Targeted Pitches Backfire if You Don’t Segment Your list

healthcare-catering

Here's a great example of how you shouldn't pitch a product or service by email... A restaurant in St. Louis sought to expand its banquet and catering by targeting healthcare businesses. So it created a promotional email touting its … [Continue reading]

ExxonMobil Ad is Must-See TV for Marketers

eggs

Every marketer can learn something by watching a great new television ad from ExxonMobil. In the ad, a woman fires-up the gas stove and drops an egg in boiling water before we see a progression of scenes showing what came before the egg -- … [Continue reading]

Should You Include Animated GIFs in Your Email?

Hawker 400 gif

Check out this beautiful airplane -- part of the fleet available from Aero Charter, a premium private jet charter service. We created this slide show for one of Aero’s email newsletters by combining three images into one, using a format called … [Continue reading]

J.Crew Nails It with Eye-Catching Signup Form

jcrew-email-signup

During the holiday season, I visit a lot of web sites to monitor the latest marketing trends, gather design ideas, and generally keep track of who's doing what. I visited J.Crew's web site recently and was greeted by the following in a popup … [Continue reading]