Re: Launching new window and exit surveys

From: Randall Rensch <randy_at_rensch.com>
Date: Tue 06 Mar 2001 11:24:57 -0600

MIKE DZUGAN <webmaster_at_marketing.com> WROTE:

>Is anyone on this list participating in the BizRate
>program.

One of my clients is using the BizRate survey, and it is
useful primarily for the feedback. Although volume is low
due to the store's intentionally limited promotion, customer
cross-section seems typical for the category and there
have been no complaints about the initial (POS) survey that
pops up.

A BizRate rep said we have a much higher-than average
response rate to the POS survey. I attribute this to the
way it's logically integrated into our post-order "thank you"
message. ("While you're writing down your order number,
which is ___, a independent survey will appear in the pop-up
box." Then a call-to-action.). Otherwise, I think dial-up users
would click away before the window has loaded.

The customer comments made by some respondents to the
POS survey, and BizRate's emailed follow-up survey, are
helpful in confirming strengths and weaknesses. I find the
numerical ratings somewhat erratic and confusing, but that
could be due to our low statistical base.

I was surprised to find that only the numerical averages, not
the comments, appear in the store profile at BizRate.com.
It's probably just as well, for although it would be nice if
flattering comments appeared, a few justified but out-of-date
rants could be disastrous for a new store working out the
kinks.

There is also the potential customer-confidence factor in
displaying the BizRate seal, although I doubt most customers
recognize BizRate per se. It could be that a seal is a seal.

As for actually being listed in the BizRate directory, we track
the sources of sales, and I don't recall any having come directly
from a link at BizRate. (Reputable links, of course, have SEO
value in any case.)

One more note: When filling out the BizRate survey, the customer's
email address field is only optional, and the form says it's so
the store can respond to them. Comments should therefore be
treated as if made directly to Customer Support, and an
acknowledging email should probably be sent.

Randall Rensch
marketing communication creative concepts
randall_at_rensch.com www.rensch.com




Received on Tue Mar 06 2001 - 11:24:57 CST