We all make assumptions, sometimes really big ones. For example, we assume we know why our employees work for us. (It’s the paycheck, right?) We assume we know what our clients want and why they work with us. That is a huge assumption. The only way to really know what your customers and clients want is to ask them.
We’ve all heard the stories about the entrepreneur who looked around, saw a need, then filled it, leading to fame and fortune. But those stories frequently brush over the cold, hard facts. The time and effort the entrepreneur spent researching the right market, looking at what was currently available, asking people what they wanted that wasn’t there. Market research isn’t very glamorous, but it needs to be done.
Market research can be very expensive. Organizing and conducting focus groups are time consuming and by the time you get the results, they can be out of date. You don’t need to use expensive market research to find out what your client wants from you. Using new online tools, you can quickly and inexpensively survey your clients on a particular topic or concern.
Ask your clients what new features they’d like to see in your software. Ask current clients how to improve your service. It can be a scary proposition. We all want to hear how great a job we’re doing. If the survey results come back and they’re not that great, don’t look it as a failure. Consider it an opportunity to provide your clients with what they really want from you.
Studies have shown over and over that correcting a client’s perceived problem quickly and efficiently leads to greater loyalty. By surveying your clients, you’ll know immediately if there is a problem or issue.
Surveys are a quick, inexpensive, and easy way to check the pulse of your customer base. Using them on a regular basis can help you grow your business and retain your clients by giving them exactly what they want.