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One of the most valuable and versatile tools in an education market research professional’s toolbox is the survey. A well-crafted survey can provide an extremely detailed picture of your customers’ attitudes, your sales staff’s work habits, or the layout of the marketplace.
The type of survey your education marketers use will depend on what you’re trying to find out. Are you trying to find out whether your client base will stick with you? Are you trying to figure out what kinds of feelings your customers have after they interact with your staff? Are you trying to determine what your employee retention rate is likely to be over the next ten years? There’s a survey for each of those needs.
Here’s the kinds of surveys you might see out there.
If you’re losing customers, this is the best way to find out why. You can also find out where they’re going, if they’re choosing another firm over yours. You can use these to figure out what you’re doing wrong and what you can do to fix it, and keep competitors from siphoning your client base.
If you’re thinking about instituting a customer loyalty program, this is the kind of survey you’ll want to implement before making your decision and making plans. But you can get a lot more out of a customer loyalty survey. You can find out, for instance, how likely your clients are to recommend your business to their friends and colleagues. Or you can find out how likely they are to patronize your business again.
Customer service surveys measure your clients’ degree of satisfaction with the service they receive from you and your staff. These surveys come in two types: General and staff interaction. A general customer service satisfaction survey would address things like availability of products or the customers’ experience on your website. A staff interaction survey would focus on what your customers think of, for instance, their interactions with your sales or technical support staff.
Before you decide on a customer satisfaction survey, you should have a good idea of what it is you’re looking for. Then you’ll be able to help your education market research provider choose the right questions. Do you want a picture of overall satisfaction or some specific aspect of customer satisfaction, like your clients’ thoughts on your prices or the quality of your products?
Satisfied employees are productive and hardworking employees. An employee satisfaction survey can yield a wealth of data that tells you things like how restless your employees may be, how much they feel they’re part of a team, and what they think of company policies.