BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

7 Tools For Learning More About Your Customers

This article is more than 6 years old.

Learning about your customers has become a priority in business, informing everything from product development to marketing and customer service. It’s important that brands remain aware of the customer perspective as they make crucial decisions.

This has given birth to a surge in experiential marketing and a focus on customer experience. By giving consumers the option of trying their products out, businesses find that they can increase conversions.

What brands may not realize, though, is that these marketing events offer the perfect opportunity to collect customer data. With the right tools in place, businesses can learn more about their target market while also introducing their offerings to potential customers.

Here are a few best-in-class solutions for collecting data from and about your customers.

1. AnyRoad

Data From Experiential Marketing And Real-Life Experiences

Marketing can be a lifeline to learning about your customers and your brand’s most engaged fans. When it comes to experiential marketing, AnyRoad is leading the way, with tools built into the entire customer journey to collect feedback from live experiences. Delivering feedback from individuals can certainly help to hone and improve experiential marketing, but AnyRoad goes far beyond this. It also has a layer of data intelligence to measure changes in brand perception and purchase behavior.

You can then see this data in real time and better understand who is participating in your brand’s experiences and how to build long-term relationships with new brand champions. Even brands like the world-champion Golden State Warriors are leveraging AnyRoad to learn more about their biggest fans who tour the stadium.

2. UserVoice

Data From Product Feedback

UserVoice doesn’t just collect feedback for businesses; it provides insights into how to take action on the information. The tool can be set up to gather feedback through a business’s website or app on an ongoing basis, whether the information is entered by customers or by employees who get the information from those customers.

That means that when your workers are in the field, showing off your products at trade shows or other industry events, they can input customer reactions into the app while on site. Once collected, the feedback can be easily filtered so that teams see only the information that’s most relevant to what they’re doing.

3. Zoomdata

Data From Visual Analytics

Dynamic visualizations of the big data you have within your organization help you to create a clearer picture of what it all means. We can look at data in a spreadsheet but those numbers and figures may not immediately give us the answers, or we might miss something as our eyes glaze over from the sheer amount of information.

That’s why it helps to put the power of Zoomdata to work. The platform is simple to use, intuitive in nature and collaborative. That means anyone in the organization can understand more about their customers, even if they don’t have the skills to parse volumes of data. Even better, you can embed these visual analytics and create custom visualizations from them for web and mobile use.

4. GetFeedback

Data From Customer Satisfaction

Surveys are an important tool in any business’s suite of solutions. While only a small percentage of customers will take the time to complete surveys when prompted, a tool like GetFeedback will ensure that when they do choose to participate, you can make the most of the valuable data they provide. If you take advantage of Salesforce integrations, you can even trigger surveys to launch automatically when customers perform certain actions.

If your sales team lets potential customers try out your software, for instance, you can prompt customers to provide feedback once they complete certain actions or reach particular milestones in the software. You can then send that feedback to the related sales consultants so that they can follow up on it.

5. Snap Surveys

Feedback And Quick Surveys For A Broad Range Of Industries

(Health, Government, Charities, HR And More)

Experiential marketing campaigns often involve fieldwork for the employees who are reaching out to customers. They may be stationed at an event all day with only a tablet or smartphone. Unfortunately, being out in the field means that internet connectivity isn’t always reliable. Snap Surveys accounts for that with its offline interviewing option, Snap Mobile Anywhere.

When it is connected, the information being collected can be accessed by others on your team in real time, which means even those who are back at your home office can see how the marketing event is going. You can even adjust the plans for your marketing campaign while the event is still taking place based on the data being collected.

6. QuickTapSurvey

Event And Online Surveys

If you aren’t capturing lead data when you’re interacting with customers at events, you’re missing an important opportunity.

QuickTapSurvey is designed to gather the information you need to follow up after the event, including names, email addresses and what products or features they might be interested in learning more about. The easy-to-use interface lets you set up the survey so it fits your unique business environment.

7. Leadsie

Data And Leads From Giveaways And Contests

Giveaways, raffles and other contests are essential to any experiential marketing event, serving as a great way to lure attendees to your booth to try your product. Leadsie is an iPad app that helps with collecting information for these giveaways, with forms that are easy to complete. Once you have all the information you need, you can select a winner using the app’s built-in winner generator. You can also generate terms and conditions that ensure your business adheres to local laws regarding contests. Once your event is complete, you’ll have a database of contact information you can use to follow up.

Gathering customer feedback is important to your experiential marketing campaigns. You’ll be able to use the information to improve your products for better results in your future events. Customers will also realize you’re interested in their opinions, which can help them see you as a company that cares. This can tip the scales if they’re already considering buying from you.

Follow me on LinkedInCheck out my website