Marrying Online Customer Satisfaction Surveys and Interactive Promotions

Jeff Blackman is the CFO at ForeSee Results, and will be a guest blogger at FreedYourMind. This is his first post.

Hi everyone.  My name is Jeff Blackman, and I am honored to be a guest blogger on freedyourmind.com. I’m the new CFO at ForeSee, and this is my first blog entry, so you’ll have to excuse me if I don’t use proper “blog” etiquette – if there is such a thing!  Having been associated with both ForeSee Results and with ePrize (the market leaders in online customer satisfaction and interactive promotions respectively), it strikes me that a natural synergistic relationship exists between these services.  While measuring online customer sat and engaging in online promotions are both powerful in and of themselves, the combination is truly 1+1=3.  After all – one of the primary intents of an interactive promotion is to engage your customers to increase awareness and perception of your brand.  How best to determine if the promotion is achieving these goals than through measuring a visitor’s experience via a customer sat survey that is scientific enough to be able to predict customer behavior?

For example, you may know that 200,000 consumers registered for your promotion and your goal may have been 300,000.  On the surface this appears to be disappointing – right?  Not necessarily – the real question is: Did the consumer‘s perception of your brand increase and thus are they more likely to engage with your brand in the future?  A pre and post customer sat measure would give you the answer.  The fact of the matter is that if your brand’s perception / satisfaction increased significantly with a high percentage of the 200,000 registrants the promotion was probably a winner. And you should go beyond satisfaction… the ACSI methodology that ForeSee Results uses can actually tell you if people who registered for the promotion are more or less likely to buy, be loyal, recommend you, etc.

As we all know, the goal is not just the number of registrants but the intersection between the number of qualified registrants and the (hopefully) positive impact to customer sat that you generate.  As has been proven time and time again, there is a strong link between consumer satisfaction and financial results.

Furthermore, a customer satisfaction survey coupled with an interactive promotion will allow you to gain deeper insight into your customer’s mindset.  In the attempt to keep registration pages as lean as possible to increase participation, many critical data points are understandably not collected.   Besides the core questions that are part of the model, customized survey questions can help answer questions such as where the consumer was driven from (a key stat as we all know that it is imperative to “promote” your promotion properly).  In addition you may want to know if the customers were driven by an attraction to the brand (higher quality leads) or by the incentive itself which may have attracted gamers to your site, who will puff up your number of participants but may not be likely to buy or recommend.  This information will allow you to customize your next interactive promotion – in terms of look, feel and prize, in order to drive even more participation and higher quality leads.  It is these higher quality leads which will drive your ROI (and likely allow you to lobby for an increase in your marketing budget).  While we have seen clients take advantage of the synergistic effects of these two services – all indications show that this trend will continue to increase significantly over the next year as brand managers are being asked to prove that their interactive promotions are achieving the goal of increasing awareness and perception of their brand. 

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