Welcome back to Demand Gen Report’s CXO Conversations, a video interview series that provides our audience with insider access to C-suite executives from some of the top B2B brands, as well as the hottest companies in the martech community.
In this episode, host Klaudia Tirico sits down with Leela Srinivasan, CMO of SurveyMonkey, an online survey development company, to discuss the value of feedback and the role it plays in understanding and analyzing customer habits. Srinivasan explains how marketers can use survey findings to formulate targeted marketing content that revolves around indicated pain points to increase customer retention.
Throughout the conversation, Tirico and Srinivasan discuss:
- The do’s and don’ts of requesting feedback, which include posing inquisitive questions tailored to specific audiences;
- How to leverage feedback to rethink the customer experience and create customized content;
- The importance of streamlining insights back to relevant internal parties who can put the findings into action;
- How to manage internal surveys and leverage those insights to conduct business more efficiently; and
- Much more!
“The root to great marketing and great customer experience is based on understanding your customer’s challenges, pain points and what they’re trying to accomplish, and trying to zero in on that sweet spot where you can deliver the value to help them overcome that challenge or accomplish that goal,” said Srinivasan.