3 Steps to a Successful Survey
Done well, surveys can provide valuable insight into what your customers are thinking. As a CEO or other executive of a large company, you might be pleasantly surprised by the amount of information that can be gleaned from even one well-run survey campaign. And once you see how well they can work, surveys just might earn a permanent place in your marketing budget.
What makes a good survey?
A good survey will serve many goals within your organization—but what makes a "good" survey?
First, the survey should be developed with specific goals in mind. In that regard, you shouldn't have just anyone write the survey questions: It should be someone who understands the survey's ultimate purpose and knows how to extract that information from the customer in an indirect manner.
Indirect questions are more likely to extract honest answers than direct questions.
For example, if you ask a customer if they are happy with your products, they might quickly respond with a yes. But if you ask them how many times they returned your products to the store in the last six months, their answer many indicate that they have been dissatisfied with your products on a number of occasions.
Good surveys unveil the truth behind what your customers think about your company without them even knowing you asked.
What's the best way to conduct a survey?
Almost everyone knows that people dislike being interrupted in their homes by telephone calls from telemarketers.Obviously, the first impression you want to make isn't one of harassment. Emails from unrecognized contacts frequently get ignored, sent to the junk mail folder or forgotten about completely. Neither of those options are ideal when conducting something as important as your company survey. As explained in the article SMS Surveys to Satisfy Customers, there is another option that has been recently developed.
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SMS surveys, sometimes referred to as text message surveys, satisfy customers because they work within the time constraints of their busy schedules. When one of your customers receives a survey via text on their mobile device, they can respond at any time and from any place they feel is convenience. In addition, since the survey comes in as a text versus an email, the survey itself is much less intrusive and takes up less space in their digital world.
How long should a survey be?
Some online surveys are pages and pages long. Since they know that customers will rarely hang around long enough to finish the survey, many companies break long surveys down so customers can't tell exactly how long it will be. Unfortunately, this ends up annoying customers and they often drop out after one too many "next page" arrows.
The length of a survey might be dictated by your company's need to get answers for multiple questions; however, if you have numerous things that you want answered, you should consider breaking your survey down, not into pages, but into separate surveys.
Surveys are definitely the way to go if you are seeking to get a finger on the pulse of your customers' mindset. Just make sure you heed these tips to ensure you get the best possible outcome from your survey campaign.
About the Author: Kate Supino writes extensively about best business practices.
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How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”