Thanks for the
Shout Out, Ken.
Agency McKenna’s relationship with Momentive and SurveyMonkey runs deep.
For over 15 years, we have taken our curiosity about what drives members and customers to action. What do they value? What do they use? How’s the organization doing? Sometimes our surveys are enterprise-wide. Other times they’re product-specific. We use survey data to drive actionable insights and help leaders make BOLD DECISIONS.
What’s at stake?
Here are 12 scenarios where your board, C-suite, or senior staff are looking for increased performance and how surveys (macro or micro) can help pinpoint strategies for growth. Surveys uncover wants, needs, and sentiments but can also vet big ideas, campaign concepts, or new products in the research and scanning phase. Enabling you to rapidly iterate and find the right solution to stay on top. Surveys are indispensable. Like water in a desert.
“Businesses that rely on research to make data-driven decisions are more successful than businesses that do not.”
-ASAE Handbook of Professional Practices in Association Management
Surveys Are Lifesavers
For Change Management.
To win in today’s ultra-competitive market requires BOLD DECISIONS. But how do you do that with internal pressures of time, money, and people constraints? Or external factors affecting your business—globalization, economic, political, or social? One way is to invest in survey technology and research to save you hundreds of thousands or millions in opportunity costs. You may be asking yourself—what’s sticky with our customer base? What do new customers want? What do we sunset? What do we add or reinvigorate? Surveys give answers.
Download this report from our partners at Momentive. See how surveys can shape your internal decision-making to accelerate your business success.
Bold decisions can change the trajectory of your business, creating new opportunities and leveraging your organization’s strengths. By nature, they are disruptive. Game-changing breakthroughs and sustainable success are anchored in bold decisions. Getting answers to some of the most pivotal questions surrounding your business can increase conversions and create positive sentiment. These are gold when it comes to brand loyalty.
Top 12 Survey Types
For Every Organization.
Conducting internal and external research allows your organization the ability to make data-driven decisions to advance continuous improvement, innovation, financial stability and growth as well as customer engagement and satisfaction.
What type of surveys should I use at MY ASSOCIATION?
These are geared toward your members, member-companies, and volunteers at 501(c)6 orgs.
What type of surveys should I use at MY COMPANY?
These are geared toward B2C and B2B customers, internal staff, and target market or competitive landscape.
What type of surveys should I use at MY NON-PROFIT?
These are geared toward your constituents, donors, and volunteers at 501(c)3 and 501(c)4 orgs.
Where Do I Start Creating a Survey?
The one thing you can bank on, literally, is strengthening the customer experience. CX is the #1 driver for brand preference, loyalty, and sales revenue. Organizations that keep a pulse on the “voice of the customer” in all touchpoints and then integrate these insights back into the business, see greater ROI from personalized experiences and better connections that lead to lasting relationships.
Is Like a
Bike with No Wheels.
Can accurate data drive actionable insights? Absolutely. Data drives analysis, which in turn, creates insights. But without action, it’s just information. It’s what you do with those insights that can make all the difference in your business evolution, new product launch, or campaign success. Insights can inform SPIE — your strategy, planning, implementation, and evaluation.
How To Get Actionable Information?
- Build a data-driven culture
- Increase investment in technology to elevate how people make decisions
- Increase speed of data collection to insight targets
- Align insights to action plans
- Evaluate continuous improvements
How Often Should I Collect Feedback?
How often should you collect feedback from your stakeholders? By increasing stakeholder feedback on an ongoing, consistent basis, you’ll be in a position to better respond to and adapt to their perspectives. Be willing to take the blinders off and listen. Consumers, customers, employees, investors, supply chain, and industry partners will tell you what you need to know. Then build these insights into strategies and tactical plans to move the needle.
“You want to conduct a general member satisfaction survey every year, a survey of non-renewing members / former customers every two years, a general needs assessment every three years, and a broader segmentation survey every four years.”
-ASAE Handbook of Professional Practices in Association Management
What’s the Process
Of a Great Survey?
Of a Great Survey?
For B2B and B2C companies as well as 501(c)6, 501(c)4, 501(c)3 non-profits—we generally develop surveys that result in thousands of responses. For associations and non-profits, we have created surveys with as much as 44% of the entire membership responding. We have two Certified Association Executives (CAE) principal consultants to review and synthesize survey data and can incorporate research into your organization’s culture, strategic planning, and action plans.
Empower collaboration within your organization. Break down silos of decision-making. Align research, strategy, and planning across departments, divisions, and product lines to unlock greater potential.
Here’s how we create amazing surveys:
Step 1: Kick off program with senior staff on survey objectives
Step 2: Review client’s existing strategic plan and business plan
Step 3: Identify business areas under- and over-performing
Step 4: Agency McKenna develops questionnaire – client reviews
Step 5: AGMK finalizes and codes survey, develops creative for awareness
Step 6: AGMK sends reminders, monitors survey performance, closes survey
Step 7: AGMK sends client raw data, analyses closed- and open-ended responses
Step 8: AGMK synthesizes survey into actionable insights & recommendations brief
Step 9: Client internalizes insights into action plan, updates board and senior staff
The hidden magic happens through collaboration which results in huge response numbers.
How much do surveys cost?
That’s like asking, “how much for a kitchen remodel?” It varies. Small surveys can run $8,500 plus incentives. While larger surveys including blind surveys, competitive SWOT, and direct-to-consumer surveys can cost $25,000, $40,000 or more. When you factor in the time to work the 9-step process above and develop the deliverables including the creative assets to drive awareness and increase participation—survey services add up to time well invested.
What is Net Promoter Score (NPS)?
Net Promoter Score® or NPS® is the de facto benchmark used to evaluate the customer experience (CX). The question: On a scale of 0 to 10, how likely are you to recommend (X company / Y product / Z service) to a friend or colleague? The benefits of asking this question are remarkable. The results identify two key audiences: promoters and detractors.
What’s the Rule of 14:4?
And How Do We Flip It?
Bad news travels fast. The Rule of 14:4 states that negative sentiment from detractors is likely to be shared with 14 people while positive feedback from promoters is shared with only 4 people. So identifying your Net Promoter Score® is a critical benchmark. However, some take the opposite point of view in terms of where to focus (detractors vs. promoters) on a “go forward” plan.
In God We Trust —
All Others Bring Data.™
If you rely on your board directing change or your gut feelings alone – results may be diminishing. However, if you want to create a halo around your organization, your department, your products or service lines– get real-time data from customers and start planning for next quarter and next year. Use customer-centric, actionable insights to make BOLD DECISIONS.
We’re Here for You.
And Your Success.
We’re your monthly marketing advisor. Your research specialist. Your sales pipeline builder. Your problem preventer. Are you helping your customers? Are you truly listening? Or are you just selling? Is data part of your culture? Do you need an agency of change? Are you looking for a trusted partner? Let us know if this page moved you to say “hello.”
“With Agency McKenna leading our Member Needs Assessment, we strategically aligned NARI’s programs, meetings and resources to current members’ needs. This allowed us to reposition the remodeling industry and unify our value proposition. Agency McKenna went on to develop our tagline, Remodeling Done Right and telegraph multiple awareness campaigns to cement the value of remodelers to consumers for a stronger industry brand.”
“Agency McKenna’s Member Survey presentation was very helpful to our strategic planning discussions. I think it was very eye-opening to the board. So, thank you for your help on that! We are looking forward to building our new and long-term strategic plan that will begin in 2023.”
“Agency McKenna’s work on our member survey was vital to the creation of our new marketing plan. We now have a much better understanding of the value that we provide our membership and the best way to structure our value proposition.”
Warren McKenna, MFA, CAE
Principal & CEO