Often in order to cut corners, businesses will consider using other software or other solutions as a replacement for an idea management system. We’ve already previously addressed why forums are ineffective for gathering ideas from employees and this week we’re going to address the major issues with surveys within the retail sectors as a tool for gathering ideas from customers.
There are a variety of survey tools out there, but many rely on free options, like SurveyMonkey, since they can be relatively easy to set up and manage, even for the technologically disinclined. There are three major reasons however that these survey options are ineffective.
Surveys only gather. The purpose of survey technology is just to gather opinions, not to help you analyse or understand them. While some paid for options may come with analytical abilities, they don’t give you the ability to take the customer responses, utilise, and work with them as ideas. Our idea management platform comes with a consultation tool, we’ve utilised to work with anywhere from Hackney Council to The Independent Commission on Mental Health and Policing in order to analyse responses for reports and make effective decisions.
Surveys waste time. There is almost always a huge administrative task of not only going through the survey responses, but cataloguing them and translating them into a workable format for your company to build upon. Unless you’re running a very short survey with only a few responses, it takes a large amount of time for businesses to take the responses and then translate them into workable concepts and ideas for improvement. Retail sectors looking to get customer responses to improve their business may find that customer surveys, while they may be effective for certain question, may not be particularly effective for all.
Surveys may be fruitless. Many customer surveys are held without much effort into trying to individualise responses or ensure that multiple responses from the same source aren’t being submitted. The benefit of our consultation tool is it allows you to have a variety of responses, both anonymous and named, so that you can decide which fits for the consultation. While some public sectors who utilise our consultation tool have a need for anonymising responses, retail sectors may not need that capability. In fact, naming users may allow retail sectors to appeal to customers who want to have a say in their business and be rewarded for their ideas. Combined without competition abilities, retail sectors may be able to motivate their customers to provide feedback and ideas in creative and easy ways that plain surveys don’t offer.
There are a variety of reasons to utilise idea management software for your retail business, but those are three major reasons why survey tools may not actually provide retail sectors with the best tool to gather, analyse, and produce results with customer responses. If you would like more information on how we can assist retail sectors specifically, get in touch.