How to conduct a brand perception customer survey

James Hammond The #1 small business Brand Consultant

Building a powerful brand is all about creating the strongest positive perception in the minds of your customers. But your existing customers already have a perception one thats the result of all the experiences over time theyve had in dealing with your company and, if you employ staff, your people too. The only way to nd out about their current perception is to ask them. But how you do it is very important. You not only want to discover if they are happy with your service, you also need to know what are the key Brand Reections for them.

the ratio is usually about right. So we need to nd the perception factors that hold true for the majority of your customers. The following is a brand perception survey template for you to copy which incorporates sensory questions. Because businesses differ in the products and services they have to offer, you may need to modify the questions somewhat. You can also add your own questions, but dont make the questionnaire too long, or people will not want to take the time to ll it in. Although the survey is quite basic, the results should at least indicate what kind of perception the majority of your customers have, and what lead system they use to determine that perception visual, auditory or kinaesthetic (VAK). Youll see that each sensory tick box question follows the same VAK order. Once you know the preferences, all you have to do is make sure that you innovate at each Brand Reection in your business. You can conduct this survey in a number of different ways. Sending a questionnaire through the post is perfectly alright. So is email. Or, if you want to keep a regular check on your customers perception of your business, create it on your website. The key to participation is, where you can, to offer some incentive for taking part. It could be a small gift, specically chosen for those who respond, or you might give a discount on their next purchase of your product or service, or a reduced rate over a period of time. See how innovative you can be with your thank you to the respondees! I hope you enjoyed the presentation I gave, and that this template helps you on the road to building a powerful brand for your business. Regards

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
Jeff Bezos, founder, Amazon.com

Brand Reections make up your Brand Halo and are the most important times when customers (and potential customers) come into contact with your business. It could be a phone call, or a mailing of some kind, or it could be a face-to-face meeting. At these and other times, there is the opportunity to be innovative, thus amplifying their happy experiences and building a positive perception in their minds. Because branding should cover all the senses wherever and whenever possible, we need to nd out what are the main sensory drivers for their perception so that we can focus on those particular dynamics. Remember from the presentation: Visual: Some people like to see what you mean and make buying decisions based on how things look. Auditory: Some people like to hear about your product or service and decide to buy based on whether it sounds like the right purchase. Kinaesthetic: Some people like to experience the product or service (with a product, its about touching, tasting, smelling, depending on what the product is) and decide whether the purchase feels right to them. Of course, not all customers will respond to surveys in an identical way, but what we are looking for are the major trends. The Pareto Principle, otherwise known as the 80-20 rule, states that 80% of your business comes from 20% of your customers. These percentages will vary but

James Hammond Brand Consultant

Use this covering letter to accompany your questionnaire

Dear [Enter name of customer here] As the [Enter your job title] of [Enter your company name here], I want to thank you for being one of our valued customers. I want to ensure that we always serve you as best as we can, and so Id appreciate it if youd take a few minutes to tell me about the what you think about our business and its product/service. This information will be used to evaluate our level of customer satisfaction and help us plan our service offering for the future. Please return this form [Or give alternative if sending via email, or posting on web] by [Enter cut-off date]. As a token of my appreciation for helping us, Id like to offer you [State offer/discount/gift here] with my compliments. I look forward to hearing from you. Kind regards [Enter your name, job title and signature here] PS Please note that as part of our Data Protection policy, we will not attribute this information to any individual when collating the results of this survey.

From what you know about [Enter your company name here], please answer the following questions and/or tick the relevant boxes: 1. What do you think [Enter your company name here] does (in a sentence or two, please)?

2. In thinking about the quality of service you have received from us recently, how did we fare? Extremely unsatisfactory Unsatisfactory Average Very satisfactory First class 3. If you indicated Unsatisfactory or Extremely unsatisfactory, please could you tell us what happened?

4. If you had cause to complain, how was the situation resolved? Extremely unsatisfactory Unsatisfactory Average Very satisfactory First class 5. Overall, when you deal with our company, whats most important to you? (Tick just one box please.) The total image of your business. The way Im spoken to by your staff. The way I feel Im treated.

6. When we introduce new products or services, how would you prefer us to let you know about them? (Tick just one box please.) Show you what they are through a brochure, mailer or your website. Tell you about them through a telephone call or visit by a representative. Getting a sample for hands-on experience.

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7. When I meet with people from your company, the most important thing to me is: (Tick just one box please.) How they look What they say to me How they make me feel

8. What four (4) words from the following list would you use to describe [Enter your company name here]? Sincere Competent Sophisticated Open Conscientious Agreeable Reliable Innovative Successful Intelligent Co-operative Organised Systematic Practical Creative Effective Efcient Punctual Friendly Polite

9. What makes [Enter your company name here] different from other options available?

10. What is the most important thing about [Enter your company name here] the thing that causes you to use [Enter your company name here] over any other company for its product/service?

James Hammond, Brand Consultant

James Hammond has spent the last 27 years in brand management and strategy, corporate identity, sales, marketing and customer care. As a brand consultant, he has worked with numerous blue-chip organisations, including Yellow Pages, Virgin, Honda, Norwich Union and EMI. In 1988 he helped create BTs 22million brand marketing department and was part of the team that produced the highly acclaimed Beattie television campaign. In addition, James has helped build brands for small businesses as well as charities involved in homelessness, overseas aid, human rights, animal welfare, religious persecution and mental health. While at BT, James wrote The Telemarketing Handbook. He is also the author of Managing The Small Business For Success, published in 1992. Based in Cambridge, James company Brand Creative offers consultancy, training and implementation on brand projects ranging from full brand creation to corporate identity design and production.

15 Meadowlands Burwell Cambridge CB5 0HG T: 01638 602731 F: 01638 744190 M: 07876 553763 E: james@brandcreative.net W: www.brandcreative.net
Brand Halo and Brand Reection are trade marks of Brand Creative and may not be used without express permission of James Hammond.