“Want to Know How to Market Better? Just Ask” by Eric Groves (The New York Enterprise Report, February 2010). First of all, kudos to Eric for fighting the good fight and making the right recommendation. That is, just ask (the customer). It often seems that too many “experts” are so self-absorbed with selling their one-size-fits-all kool-aid that they forget the most easy and obvious answer. There’s no reason to guess. Just ask. And let’s face it, in a Web 2.0 world it’s getting easier and easier to do so every day.
There are however three caveats that should be mentioned here:
1) Realize that you’re human and try to be objective about the question you ask and how you ask them. Try to take it a step further and have an objective third party read what you come up with before going forward with the asking. Wording and understanding that you take for granted as an insider might not be heard the same way by those receiving your communication (i.e., survey).
2) Keep in mind that any survey results you do collect should always be interpreted with the understanding that what has been collected is not the opinion of all your customers, just the ones who elected to participate in the survey. Some good input is better than no input at all but don’t overestimate the value of what you’re collecting. That being said, don’t be too quick to dismiss your findings just because they are not what you want to hear.
3) Rest assured that the answers you do get will be subjective, and probably biased by the survery itself. We are all human and tend to forget, embellish, overlook, etc. Those who arer familiar with surveys understand that even something as subtle as the order of the questions can greatly influence the answers.
The bottom line here is this… Listen to your guests. They are telling you a lot and will tell you more if you ask. The biggest issue seems to be listening. Are you listening?