{"id":4532,"date":"2021-03-11T10:00:40","date_gmt":"2021-03-11T18:00:40","guid":{"rendered":"https:\/\/berkonomics.com\/?p=4532"},"modified":"2021-02-26T11:00:43","modified_gmt":"2021-02-26T19:00:43","slug":"your-drop-dead-question-for-a-customer-survey","status":"publish","type":"post","link":"https:\/\/berkonomics.com\/?p=4532","title":{"rendered":"Your \u201cdrop dead\u201d question for a customer survey"},"content":{"rendered":"

Here\u2019s the question:<\/strong><\/p>\n

Sean Ellis, the marketing guru behind DropBox and other successes, advises clients that \"\"\u201cThe most important question on a survey is, \u2018How would you feel if you could no longer use this product?\u2019\u201d<\/em>\u00a0 He goes on to quantify the response.\u00a0 If more than forty percent of the respondents say they would be \u201cvery disappointed,\u201d then the product should go viral and be a great success.\u00a0 Conversely, if less than ten percent say this, those companies or products would have a hard time getting traction in the marketplace.<\/p>\n

Why it\u2019s a great question <\/strong><\/p>\n

What a great test.\u00a0 It reminds us that our customers, especially early adapters, must want to continue to use our products to the extent that they \u201cwould be very disappointed\u201d if unable to do so in the future.<\/p>\n

Other question for a great survey<\/strong><\/p>\n

What other questions could we wrap around this critical one to form a great survey that is both short enough and powerful enough to be relevant to our marketing effort, let along our R&D and production efforts?<\/p>\n

Using Sean again as a source, we might ask: \u201cHow did you discover our company?\u201d and provide several checkbox answers, including \u2018friend or colleague.\u2019\u00a0 Again, it is a sign of a viral marketing effort to get more than forty percent checking that box.\u00a0 Then \u201cHave you recommended our company to anyone?\u201d\u00a0 Use just \u2018yes\u2019 and \u2018no\u2019 as possible answers and look for more than fifty percent \u2018yes\u2019 responses.<\/p>\n

\u2026and the closing question for your survey<\/strong><\/p>\n

[Email readers, continue here…]\u00a0<\/em><\/span> \u00a0And there is always the great open-door question: \u201cWould it be OK if we followed up by email to request a clarification to one or more of your responses?\u201d\u00a0 If more than fifty percent say \u201cyes\u201d you have a real hit on your hands.\u00a0 It means you can use this respondent as a resource for case studies and marketing quotes in the future.<\/p>\n

Keep your survey very short to insure many responses.\u00a0 But do include at least one specific question about your product to be sure the respondent is an actual customer.<\/p>\n

A final word: Other kinds of surveys<\/strong><\/p>\n

\"\"Most of us know of the \u201cnet promoter score\u201d which is the ultimate survey. \u00a0One question. \u201cOn a scale of zero to ten, how likely are you to recommend our business to a friend or colleague?\u201d<\/em>\u00a0 You\u2019ll find more about this with a simple search.<\/p>\n

Then there are the long surveys where you could attempt to find more about satisfaction with service, delivery time, quality of product, packaging and more. \u00a0You\u2019ll soon find that the more questions you ask, the fewer responses you receive. The fact is that most of us will jump out of such a survey after seeing more than three or four short questions.<\/p>\n

Which brings us back to the \u201cdrop dead\u201d question and short survey we\u2019ve outlines above. Be careful, short and focus only upon the most important question(s) to get the most responses and best answers. \u00a0Good luck!<\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s the question: Sean Ellis, the marketing guru behind DropBox and other successes, advises clients that \u201cThe most important question on a survey is, \u2018How would you feel if you could no longer use this product?\u2019\u201d\u00a0 He goes on to … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-4532","post","type-post","status-publish","format-standard","hentry","category-positioning"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts\/4532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4532"}],"version-history":[{"count":0,"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts\/4532\/revisions"}],"wp:attachment":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}