Japlo Questionnaire!
Last weekend I bought a Japlo pacifier for my baby girl. This is pretty normal except that this time I was given a questionnaire to answer. My wife and I have been using Japlo for a couple of years now and truth be told; although it has been around for more than 10 years, it’s pretty difficult to shop for with only a few retailers carrying their merchandise. And we were never required to complete a questionnaire of any kind before.
Initially, I was pleased. This was an opportunity for me to give some feedback and it also showed that Japlo was really interested to know their customers. I also found myself fantasizing that with new market information; Japlo would then be able to expand its distribution and not be so difficult to shop for anymore.
Unfortunately, these positive feelings quickly diminished when I started to fill up the questionnaire. First, there were spelling errors in the tagline and the survey questions. What happened proof reading? How can customers like me continue to trust your product quality if you can’t even put out a simple questionnaire properly?
I also found some of the survey questions to be baffling. At the end of the questionnaire, I was asked to only provide my name and home address. If it was not for the mystery gift, I would have just threw it away.
The whole experience was distasteful. I lost some of my confidence in both their brand and product quality after this episode.
Initially, I was pleased. This was an opportunity for me to give some feedback and it also showed that Japlo was really interested to know their customers. I also found myself fantasizing that with new market information; Japlo would then be able to expand its distribution and not be so difficult to shop for anymore.
Unfortunately, these positive feelings quickly diminished when I started to fill up the questionnaire. First, there were spelling errors in the tagline and the survey questions. What happened proof reading? How can customers like me continue to trust your product quality if you can’t even put out a simple questionnaire properly?
I also found some of the survey questions to be baffling. At the end of the questionnaire, I was asked to only provide my name and home address. If it was not for the mystery gift, I would have just threw it away.
The whole experience was distasteful. I lost some of my confidence in both their brand and product quality after this episode.
Being a marketer myself, apart from the mystery gift incentive to encourage participation, there were several things that Japlo could have done better.
1. Proof read all your marketing materials. Your customers relate the quality of everything you do. One bad apple truly spoils the whole barrel.
2. Set out your objectives for the questionnaire and design your questions to achieve these objectives. Where possible, use the same words your customers use everyday to connect to your brand.
3. Also, prioritize your questions so that you’re not asking irrelevant questions that baffles your customers. Ask only pertinent questions. Build and keep the momentum.
4. Allow your customers the choice of how they want you to contact them. Give them space to give you their home address, email address or telephone numbers. Everyone has specific social taboos. In fact, by giving your customers this choice, you are optimizing your customer touchpoints.
5. Always give out your incentives at the point of purchase if that’s possible. This way, you collect completed questionnaires faster and increase participation rate. The longer your customers hold on to your questionnaire, the more unlikely they will eventually participate.
6. Always track the results of your marketing activities. Monitor and calculate how much benefit you derive against the money you invested i.e. know your marketing ROI. If it’s a huge marketing activity, software like AvaBlitz CRM Analytics can be a massive help to you.
1. Proof read all your marketing materials. Your customers relate the quality of everything you do. One bad apple truly spoils the whole barrel.
2. Set out your objectives for the questionnaire and design your questions to achieve these objectives. Where possible, use the same words your customers use everyday to connect to your brand.
3. Also, prioritize your questions so that you’re not asking irrelevant questions that baffles your customers. Ask only pertinent questions. Build and keep the momentum.
4. Allow your customers the choice of how they want you to contact them. Give them space to give you their home address, email address or telephone numbers. Everyone has specific social taboos. In fact, by giving your customers this choice, you are optimizing your customer touchpoints.
5. Always give out your incentives at the point of purchase if that’s possible. This way, you collect completed questionnaires faster and increase participation rate. The longer your customers hold on to your questionnaire, the more unlikely they will eventually participate.
6. Always track the results of your marketing activities. Monitor and calculate how much benefit you derive against the money you invested i.e. know your marketing ROI. If it’s a huge marketing activity, software like AvaBlitz CRM Analytics can be a massive help to you.
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