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Opinion Surveys-Creative OpportunitiesA customer has an opinion about the efficacy of a solution provided by the marketer. Opinion surveys are a way for the marketer to understand these thoughts. A product may not do well on the shelf because the design of its screw cap is faulty, or the nozzle through which it is to flow has a problem. These minor irritants can quickly turn customers to other brand choices that offer a higher degree of convenience. Some customers tend to analyse the drawback of the product and are willing to provide the information for the benefit of the marketer. Opinion surveys allow the marketer to tap into the creative abilities of the consumers. Implementing consumer driven innovations is a good way to show the company’s sensitivity to customer ideas and expectations.
Service sector
The hospitality, medical care and travel industry are examples of the service sector that are keen to undertake opinion surveys for gaining the benefit of customer insight. If a customer walks into a hotel room but finds that the expected level of hygiene or cleanliness is lacking, this will lead to dissatisfaction and a complaint. On the other hand, if the customer is provided a form in which this expectation can be voiced, it immediately defuses the situation. The form may go a step further and request the customer to provide a suggestion. Some customers like this approach and go to lengths to describe a better process. This information is valuable to the hotel.
Manufacturing sector
Manufacturers of consumables are always keen to know the customer response to their product and after sales services. They undertake opinion surveys to know how the customer has felt after an interaction with their representatives. A company in the television industry is keen to know your responses to the service you received after your decision to purchase their brand. Did your television reach in good condition? Were the people who delivered it aware of any timing specifications that you had provided? Was the installation done without a problem? What is your satisfaction with the product? These questions tell the manufacturer about the efficacy of their distribution channels.
IT sector
If you have purchased software from a company as an individual user, you will find them keen to know your views. Many programmers are keen to share their expertise to make a piece of software better equipped to do its job. Opinion surveys for these customers are designed to draw them into a conversation with the software provider to understand the expectations of the customer and areas where the software fails to do its work effectively.
Retail sector
Opinion surveys are an invaluable tool for this sector since these are a source of information about the capabilities of the shop floor personnel, merchandise attractiveness, pricing, schemes and a host of competitive offers designed to attract increased footfall. This sector is aware that a customer who visits the place must have different shopping experiences from competitor retail outlets. Sometimes
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