The need to understand consumers is of supreme importance in a crowded marketplace, which is why customer feedback surveys can be powerful tools for businesses looking to gain an edge on their competitors.
An excellent example is a recent survey conducted by OPSM Australia which revealed some thought provoking insights into Australian consumers.
The eye care and eyewear retailer surveyed over 1,000 Australians to find out how they felt about technological advances in customer service.
The results, published in the OPSM Future Vision Report 2013, provide an interesting insight into how Australian consumers perceive changes in service methods and the wider world in general.
Nearly nine out of ten (89 per cent) of respondents agreed that advances in communication technology had had a positive impact on their live. Yet despite this, a staggering 93 per cent said that nothing could replace human interaction.
For retailers that employ technology to help customers access their products more quickly and easily, it may be critical to recognise that their consumers still value old fashioned face-to-face interaction.
By using a customer satisfaction survey, these companies can really gauge how customers feel about their service – often if you don't ask, you'll never know, as unsatisfied consumers may simply never come back.
Interestingly, Gen Y respondents to OPSM's survey were more optimistic about the present day, with 26 per cent saying they thought the world was a better place today, compared to just 16 per cent of those aged 50 years or older.
Indeed that's another great use for survey software – to get to know what kind of customers your business has. Are your customers predominantly young or older? Where do they come from?
All consumers are different, so the more you know about the ones who interact with your business, the better placed you will be to satisfy them with your products and service.