Optimizing Marketing Programs Through Customer Feedback

By Meg Walker
2006-04-26

Are your services meeting customer needs?

I recently launched a survey to assess the effectiveness of a literature and sample fulfillment service that cost $250,000 per year. By designing a brief nine-question survey and e-mailing an invitation to recent sales prospects, I was able to gather information about service satisfaction as well as brand loyalty, sample usage and general demographics. I launched the survey on Thursday at noon and by Monday afternoon had received an unprecedented 34% response. By Tuesday morning, when I met with the Business Unit Manager for that product, I was able to recommend (and provide substantiation) for maintaining both the samples program and particular brand identities. And my cost? Less than two hours of work and under $500.

Article Pages:
» Optimizing Marketing Programs through Customer Feedback
» Who is visiting your website?
» Are your services meeting customer needs?
» Are your advertising campaigns driving traffic?
» How Do I Start?
» Conclusion

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