Chat-based consumer and marketing surveys

If you work for a company that finds itself competing with multiple rivals offering similar products and services, one way of gaining an advantage is to hear the thoughts and opinions of customers. Often, this feedback arrives via surveys, usually digital these days but also sometimes paper-based. But those who have tried know traditional surveys usually have low response rates and the kind of interactivity which can add a lot of value is often missing. In order to reach wider audiences and gather more insightful feedback, Mintor has designed an effective chatbot survey tool. Read more …  

 

Many people in South Africa don’t have a computer or internet connectivity. In fact, more than a third of the population doesn’t have access to these tools and resources. This means many people are without effective channels for expressing their opinions or concerns about the businesses or products they use. They don’t have the ability to keep emailing customer service representatives back and forth, or to fill out online surveys. This means a large proportion of the population is completely missing in action when companies ask for feedback about what they are doing right and wrong. 

When it comes to employee and consumer surveys or market research, companies understandably want as many responses as possible from the widest and most diverse audience. When surveys are accessible only to people in certain demographics, and when one in three people in the marketplace has no opportunity to participate, the value of the information gathered is obviously compromised. For any business hoping to learn more about their customers by using a survey, there are two key problems that seriously compromise the value of the exercise: far fewer responses than desired will be recorded; and the results will not provide an accurate representation of market sentiment. 

To address these issues, Mintor has developed technology that allows for the distribution of chat-based surveys. While many people don’t have access to computer resources, WhatsApp is in use by 85% of the population. This means businesses sending out chat-based surveys via WhatsApp are likely to get a higher response rate and reach more diverse audiences. Another benefit of the chat-bot survey is a dramatically improved respondent experience. Traditional surveys tend to be long and impersonal but a chat experience allows for a more fun and conversational way for consumers to provide feedback. In fact, one study found 88% of participants thought a chat survey was easier and more enjoyable than other surveys they had completed. Moreover, this approach is far easier and less expensive for companies to implement, allowing them to focus their resources and energy on the results of the exercise rather than the process of conducting it.

Chat-based surveys generate feedback that provide businesses with richer insights than the old-school alternatives. With access to a much larger pool of people, and the technology’s data-validation capabilities, the chatbot survey tool makes it easier than ever – and significantly less costly – for companies to conduct community surveys and gain real-time insights.