I just responded to a 1&1 customer survey. It was super short, but instead of a 1 page form, its 5 or 6 questions were laid out across 3 different screens. I guess the assumption was that respondents would rather click through additional pages than scroll down? Not the case for me, but I wonder if it's generally true?
Anyway, all of the questions on the survey were about 1&1. Are you happy with our service? More or less happy compared with 6 months ago? Do you find our products/support/billing procedures above or below average? This means no matter how many customers respond to the survey, 1&1 won't end up with very much actionable data.
If I were 1&1, here's what I would have asked:
1. Are you actively using your hosting account?
(a) Yes
(b) Haven't launched site/haven't updated site for a while but planning to soon
(c) Need help getting started/updating site
2. What kind of site do you have/will you build?
(a) Informational website
(b) Event website
(c) Ecommerce store
(d) Online community
3. Would you be interested in adding any of the following features to your website?
(a) Product catalog
(b) Appointment scheduling software
(c) Discussion forum
etc
4. Would your company consider any of the following tools?
(a) A central customer database that any authorized employee can access from any computer
(b) A secure file folder for storing and sharing important documents
(c) A web-based group calendar
etc
In light of 1&1's recent press release on the new SaaS standards initiative that it's launching with SWSoft, what the company needs is not fuzzy answers as to whether customers are happier now vs last year. Instead, they should be looking forward by compiling a database on what kinds of apps each customer might be in the market for.
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