The tangible benefits of surveying your members

Surveys aren’t that fun to read about.

I get it. But stay with me.

Running surveys can have a massive impact on your business. 

Over the last couple of emails, I’ve talked about:

• the kinds of surveys to run.
• the questions to ask.
• how to actually get surveys completed without annoying your members.

But unless I reinforce the benefits, you’ll never find time to use them.

Here’s why they matter

Surveys tell you things like:

• what prospects are looking for in a space before they even sign up.
• what your prospects and members value about your space.
• whether your members are satisfied or not, individually and on average.
• what you need to improve on to make your services better.
• what makes you unique or better than your competition.
• why members are leaving and where they are going instead.
• give your members a channel to vent frustrations and air their complaints directly.

So that you can:

• shape your services around what the market actually wants.
• communicate the value of your space using actual language from your members.
• adapt faster to the needs and wants of your members.
• retain members longer by hearing and delivering on their needs.
• improve ad copy and core messaging using your members actual words.
• reduce risk by understanding the market forces affecting your members’ decisions.
• receive critical feedback directly instead of having people voice their complaints online.

There is literally no better way to find out this information and to enjoy the benefits than by running surveys.

Some final context

What’s the cost of having someone leave your space without getting a chance to vent their frustrations to you personally? They go online and leave bad reviews. Each bad review risks your reputation and your financial well-being.

How much better would your business be if you continually refined and improved your services? Do you think it would help you attract more members like them and retain the ones you have longer? You bet.

What’s the cost of not getting feedback? You will never learn what you need to in order to be the best you can be, which will have a significant long-term financial impact on your business. No doubt about it.

Run surveys, keep them short, do them infrequently, make them easy to complete, and incentivize the completion whenever possible (although not always all of these at once).

Then improve your business with the information you receive.