Most business owners understand that marketing encompasses a wide range of activities from outright advertising to event sponsorship to surveys. One of these components, the post-service experience survey, is increasingly being used these days, especially by service-based businesses. Many users believe these surveys result in question-behavior effects (QBE) that positively impact revenue. But are these surveys really generating new revenue? The results of an in-depth study published by Rice University researchers provide some answers.
The researchers studied reactions of consumers who were surveyed after their visit to an auto quick lube company. In general, surveyed consumers tended to have better recall of specific services received. Similar studies have also shown that satisfied survey participants might be more likely to visit the service provider again and they will do so sooner than consumers who were not surveyed. However, findings also indicate that quick lube operators should refrain from surveying the same customers too frequently. An interval of between and 12- 24 months may be optimal. The study also revealed, perhaps not surprisingly, that when a business offers coupons, after surveying customers, those customers were more likely to use the coupons and return for another service visit than consumers who were not surveyed.
Researchers caution that marketers should be careful to separate their survey efforts from the promotional efforts. Otherwise, they could be accused of ‘sugging’ or deceptive sales practices. However, a carefully crafted post-service survey that targets different pools of clients in a timely fashion can yield helpful results for a marketer. In addition, the marketer can later target these clients with a promotional coupon program to increase revenues.[Source: Dholakia, Utoak, Singh, Siddharth, and Westbrook, Robert. Understand the Effects of Post-Service Experience. Journal of Service Research. 4 Aug. 2010. Web. 18 Nov. 2010]