Soliciting customer feedback in a variety of ways has become ubiquitous across multiple industries. The last thing you want is not getting responses, or in a better way, suffering from survey fatigue.
Consumers don’t love taking surveys or providing feedback.
Even so, they definitely benefit from them with more than 90% of online shoppers turning to customer reviews before making a purchase.
Reviews help shoppers and potential customers assess your product or service before making the final commitment to buy, but it’s typically a bottom-of-funnel tactic that occurs when a customer has already done their research and is ready to purchase.
For top-of-funnel buyers—those people that are still researching companies and products—providing a comprehensive product or company information is essential, particularly for millennial buyers in the B2B space.
More than 70% of millennial B2B buyers get information from a vendor’s website before they ever reach out to a salesperson.
That’s why providing the right content is crucial.
But it’s not always easy to know what your audience wants—do they prefer videos? Webinars? DIY tutorials?
The only way to know is to ask.