Countless studies over the years have demonstrated that it’s simply more cost-effective to hold onto your established customers – and keep them happy – than constantly trying to win new ones. Forrester Research, for example, estimates it can cost up to five times more to acquire new clients than to maintain and satisfy existing ones.
To be successful in this endeavour, more companies are exploring the latest methods of tracking and measuring their current customers’ intentions and loyalty – and mobile surveys are gaining attention as an invaluable tool for assessing consumer behaviour. Customers’ preferences are changing faster than ever before, and mobile tools are an effective way of reaching your clients and gaining real-time insight.
This edition of Mobile Matters looks at the role mobile surveys can play in gathering purchase intention information from customers, and what we see as the key drivers underpinning the rise of mobile surveys.
The benefits of mobile customer intention surveys
So just what it is about mobile surveys that make them an increasingly popular method to gauge customer intention and behaviour? Here are 5 key drivers:
1. Unparalleled reach
There’s no denying it – there are more mobile device users around the world than ever before, and the signs in Australia indicate this trend is certainly set to continue.
According to recent research by Microsoft and Ipsos, more than three-quarters (76 per cent) of Australians use a smartphone. Additionally, almost half of people Down Under (45 per cent) use a tablet.
There is definitely a great deal of mobile users out there – but does that still make these devices an effective channel through which to reach consumers? Research from Jumio suggests that almost three-quarters (72 per cent) of adults who own a smartphone keep it within a metre and a half’s reach most of the time. That presents a great channel through which you can gather customer information in real time, while the issue is still relevant and customers are in a state of mind to provide feedback.
When measuring customer intention, it’s critical you have access to the latest and most up-to-date information. Consumer preferences can change rapidly and without warning, and in some cases the data you gather now may not be relevant in even a few hours.
One of the greatest benefits of mobile surveys, as opposed to other forms of customer intention measurement tools, is the immediacy of data collected – you’re getting the latest information that is available. This valuable ‘in-the-moment’ feedback helps you obtain opinions and insights from customers while the issue is still fresh in their minds, for example at the point of purchase . Imagine an online retailer offering customers the opportunity to provide feedback on their purchase unveiling experience by scanning a QR code contained in the box of the newly delivered package.
As data is collected in a timely manner, there is less chance of memory loss clouding consumers’ judgements – and thus affecting the quality and accuracy of responses.
The Mobility Poll, a global survey conducted by TIME magazine and Qualcomm, found that 44 per cent of respondents around the world said their mobile device is “always the first and last thing they look at every day”. And with so many more touch points throughout the course of the day, it’s easy to see why mobile surveys are a great channel through which you can gain consumer insight.
3. Real-time notifications
Having access to real-time information, of course, is useless if you don’t have systems in place to alert you to the latest updates.
The better mobile survey platforms offer a host of features that allow you to keep your finger on the pulse, letting you know immediately about important trends so you can take necessary action. For example, you might want to look for a solution that has red-flag notifications that automatically alert you when it looks likely that a customer will shop elsewhere.
You can establish a whole host of parameters for these alerts. For instance, you may also wish to set up notifications for when a customer makes a sales inquiry, instantly alerting your sales team to upsell opportunities so you don’t miss out.
4. Ease of use and convenience for customers
As numerous surveys and studies have attested, mobile devices are simply more accessible and easier to use for consumers. According to research from Knotice, 41.09 per cent of all emails opened in the second half of 2012 were on a mobile device – an increase of 14 per cent from the first half of that year.
Their portability and ease of use makes mobile devices a great platform on which consumers can answer surveys, whenever they want and wherever they are. Handy technologies such as QR codes, which can direct respondents to the first question upon scanning via a smart phone, also make the survey experience much faster and more convenient.
Not only are they more timely, but mobile surveys can also be much more cost-effective than traditional methods of gauging customer intention, such as printing out paper forms. By using dedicated mobile survey software, you can get an all-in-one solution that covers all necessary steps – from sending out surveys via SMS, email or QR code to collecting and analysing responses.
Data and statistics gathered from the surveys can be automatically logged into the appropriate reports, which can then quickly generate meaningful insights. Speed of analysis is thus increased, while reducing the risk of human error – and saving even more costs down the line.
In short, effective mobile surveys go beyond the mere action of collecting customer feedback to deliver an ongoing flow of instant insight that can clearly highlight consumer sentiment and help boost business performance.
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