We’ve already discussed why to use customer surveys and how to design a great one..
If your survey campaign received a positive response, you’ll be rewarded with a trove of valuable information. The most important step of the customer survey comes next — how you integrate what you’ve learned into your sales and marketing strategies.
Analyze survey data thoroughly and share it broadly within your organization.
As customer-first marketers, we rely on a rigorous understanding of the target customer to ensure brand, product, and customer support messages resonate. As we’ve mentioned in our previous posts, the benefits of customer survey data extend far beyond the marketing team. When appropriately analyzed and shared, customer data is deeply useful to all facets of a business.
Depending on the survey tool you’re using, it may compile the data into reports for you. But if you’re doing it on your own, you’ll need to allocate resources internally to organize the information, measure the success of the campaign, and when relevant — make recommendations to your product, sales, and customer success teams.
This is where your in-house storytelling can transform the data into a compelling story, whether it’s that your customers are thrilled with your products, experience, and content — or if you need a strategic reboot.
Build a short list of savvy and enthusiastic brand ambassadors.
There are a few ways you can identify brand ambassadors based on survey results. It could be the NPS score, high ratings for your products and services, and especially, those who have taken the time to answer your open-ended questions favorably.
This group of enthusiastic individuals is often more than willing to share quotes you can use on marketing collateral or websites, and can serve as an invaluable resource for helping you unlock insights for new products or features.
Integrate the data into strategic content planning.
Armed with a strong set of recommendations, you’re ready to use it as the foundation of your content marketing strategy. By understanding how your customers are feeling at each stage of the journey, it’s possible to develop content that proactively addresses any issues or questions. Not only does this drive better results for your marketing programs, it often significantly lessens the burden on sales and customer success teams.