1. The Purchase Follow-upMerchants should have a transactional email program in place to communicate information about a purchase. Including a follow-up survey as part of that program is essential. Ask questions to help you improve your product, service or overall purchasing experience. Offer a discount towards the customer's next purchase as a reward for taking the survey. You’ll likely hear of any customer service glitches — from customers with problem orders. It will also help ensure a long-lasting relationship, which should spur future orders and referrals.
2. The Lapsed Customer InquiryVirtually all merchants have customers who have lapsed and have not purchased products in a long time. Determine who makes up this group — are they customers that may return in the future or a one-time purchaser who is not likely to return? Sending a survey to gauge the behavior of this group will not only help you market better, but will allow you to trim your file. If you have a more advanced email program, surveying customers to find out their email preferences is also a great way to segment your file.
3. The Lead Generation Survey
Depending on the product or service you sell, sometimes it takes a phone conversation to convert consumers who are undecided. Design a survey to isolate those who need more help with their purchase. This will reduce phone calls and allow you to pinpoint the responsive and ready-to-purchase customers. This survey can be a simple one or two question poll that could be automatically triggered during shopping cart abandonment — or perhaps a browsing abandonment.