Connecting With Customers, Part 3

Small and medium businesses are constantly looking for new sources of relevant data and information that helps them better understand current and potential customers. In this third and final article of the series, I’ll provide some ideas and guidelines for you to consider in your efforts to connect with customers through short surveys.

You’ve established your objective and targeted the right audience with the right questions, now it’s time to make sense of your survey data and decide what steps to take next.

Making sense of the data

You’ve received all of your survey data back in a spreadsheet; this is where the real fun begins. What does it all mean?

Start by setting aside time on your calendar and turn off your email and cell phone. Fewer distractions will keep you focused, engaged, and ultimately save you time. I find it helpful to document any conclusions and any related or clarifying questions that come to mind as I process each question. Then take a break.

When you return, test your conclusions. Do any of them differ with other results from your survey? How do your conclusions match information or beliefs held by others in your small business? You’ll need to rationalize any conflicts as these tend to draw skepticism about your results and presentation in general. Conversely, consider any existing data or perceptions that might support conclusions from your research. Leverage these to support your findings and help make your case.

Constructing a case for change

When architecting your case, start with a simple outline of the facts with your ultimate conclusion at the top. Now create your storyline.

1)     Describe the current state of your business, product or service.

2)     Describe the alternative(s).

3)     Support your case with the data and facts collected from your survey including any historical interactions with customers.

4)     Develop a narrative, tell a story, and engage with your audience.

Over the years I’ve seen several survey results presentations. The most disappointing are those that simply show a bunch of charts and graphs of survey questions with not much thought as to what it all means. A chart showing how much customers agree or disagree with a statement is a useful surface-level question, but not likely what your small business really needs to know.

Charting individual survey questions is an easy trap to fall into and it rarely influences change. The difficult question to answer is why, and then what does it mean to your business, product or service. For example, a common question in surveys is, “How likely are you to recommend this product to a friend?”. Great question, but what you really want to know is why they would or wouldn’t make the recommendation. This process is called the 5 Whys and is one of the most basic, but useful, tools in analysis. Answer the whys and you can then influence positive change in your small business.

What have you learned about creating, implementing and presenting short surveys?  Share your comments below. And do check back next month for more on creating presentations that influence change.