Case Study - Learn from your customers

The Problem

As part of their ISO 9001 accreditation, our client needed to carry out regular customer satisfaction surveys. However the international spread of their market meant that carrying out this survey by traditional means was likely to be expensive.

The Solution

Our client had been communicating with their market using e-mail newsletters produced by BSA for the past few years. We suggested that this channel might be an effective way to research customer satisfaction.

They incorporated a link to an on-line satisfaction survey into their next email newsletter.

The survey was supported by a promotion. Everyone completing the survey was entered into a draw. The winner of the draw received a significant discount off their next order.

To facilitate this, BSA Marketing set up an interactive web based questionnaire linked into an online database.  The e-newsletter was sent 3 weeks before the target deadline for the survey. Non-respondents to the survey were sent reminder e-mails referring specifically to the survey 2 weeks and 1 week before the deadline.

The Benefits

12% of those reading the email completed the questionnaire giving our client an excellent response to validate the survey at a fraction of the cost of undertaking the survey by more traditional methods such as telephone or mail.

Resending the e-mail had a significant impact on response final levels.

By linking the survey directly to a backend database there was no need for data keying – saving time & money and improving data accuracy.