Case Study: Customer Satisfaction
Magic words: customer satisfaction. To satisfy customers, though, you first have to know what they want. An internet marketing consultant can craft a social media marketing strategy for you.
It sounds easy, but actually it’s pretty hard. Because an effective social media marketing plan involves asking the right questions. For a recent customer satisfaction survey conducted by Red Cup for Real Food Daily, we had the wise advice of a number of specialists and marketing consultants. We needed to know about the people eating at RFD’s restaurants, why they went there, what they liked, what they wanted to see change. It was a relatively short, but information-packed survey.
We ran our survey on Wufoo.com, a simple resource with a funny name that allows you to build complex surveys and polls and distribute them online. It is amazingly easy to set up and it works with MailChimp, which is what Real Food Daily uses to stay in touch with the 8,000+ subscribers on its mailing list. RFD, a beloved vegan and vegetarian restaurant with several locations in Los Angeles, has become a major force online, with that 8K mailing list as mentioned, more than 8,000 followers on Twitter, and more than 5,000 friends on Facebook. Its founder, Ann Gentry, publishes in The Huffington Post. With channels like that, you can get your message out on social media, and we found that fans of RFD really wanted to contribute their voice to our online poll.
After our survey went out online, we received more than a thousand responses, and more poured in as the survey was distributed in the restaurants on good old-fashioned pieces of paper stapled together. Wufoo can build reports easily, so in short order we knew a lot about the fans of RFD and were able to slice and dice that data in many ways. (Is anybody noticing the cooking references in that last sentence?)
Building surveys is an art. If you want to get a sense of the how-to, check out the Online and Mobile Survey Group on LinkedIn, where there are lots of lively discussions on best practices. We’re already planning our next survey for Real Food Daily. It’s going to to be about the online preferences of RFD’s sizable social media audience.
Image by Colin Logan via Creative Commons License.
Lee Schneider is a consultant in social media strategy with Red Cup Online Strategy + Media in Santa Monica, CA. Red Cup analyzes your online presence, builds a communication strategy for you, and grows your visibility so that people recognize the value you offer. We prepare online surveys for clients and maintain Twitter and Facebook feeds worldwide.
We create and deploy strategies to build awareness and grow the influence of cause-driven people and businesses.