Have you ever been browsing a website when all of the sudden a message pops up that asks if you would like to take a quick survey? I’m sure at some point almost every person who has used the web for several years has been accustomed to this sort of marketing. Brands are trying to get valuable feedback from customers by asking them to comment on service related questions or things that can give the user a better experience. But when was the last time you got anything out of this sort of message? Usually it is one sided where the brand benefits and leaves nothing in return for you. Because of this, less and less internet users are now taking these “helpful” surveys.
3radical took a deeper look into this dilemma, polling around 600 UK consumers and finding that 87% of the consumers were looking for a reward before reading or responding to a brands message! From experience, I can honestly say that I also look for a reward before participating in a survey like this. Rarely have I ever stumbled upon a survey that offered me an immediate reward or benefit. Bestbuy is the only company I can think of where it said I would be entered into a raffle to possibly win a prize if I were to participate. But is getting entered into a raffle really worth a 15-20 minute survey? Why not give me a coupon for 10% off or give me an exclusive deal for taking the survey? Customers want something for something, that is how most of us humans work.
With this new found customer IQ, brands must rethink their strategy when it comes to effectively getting responses and feedback from customers. After all, customer feedback is huge for any brand: it lets the customer give an unbiased opinion on what they liked or didn’t like about a product or service. David Eldridge, CEO of 3radical says, “Our research shows that consumers are giving brands a clear message about what they want; nowadays, they are looking for a true value exchange between the business and the customer. It needs to be mobile and it must be contextually relevant to them.” Another recent survey has shown that around 45% of consumers admitted they were less likely to buy from and engage with a brand if the information was not relevant and did not peak their interest. Brands must take note of this fact! People want messages to be tailored to their personal interests and hobbies. While this engagement can be difficult to achieve, the rewards can be immense if a company can gain an advantage over a competitor.
It is clear that brands can no longer simply take advantage of consumers through online surveys and messages. With more and more teens and young adults becoming accustomed to the internet, we are becoming a smarter social generation. People want real connection and want to feel as if they are benefiting from helping a brand, even if it is their favorite brand. So, the next time you see a brand ask for your involvement, stop and ask if you are truly benefiting from it or else you may be wasting your time.