Adobe® Survey — Easily design, create, and implement
online surveys

Description

Adobe® Survey, part of the Adobe Online Marketing Suite, powered by Omniture, combines the qualitative voice of customer data with quantitative behavior to reveal insights into why customers take various actions online. A better understanding of audience sentiment leads to engaging interactions, focused product development, enhanced brand perceptions, and loyal customer advocates.

Business Challenges

Many organizations are collecting massive amounts of online marketing data. Through analytics, organizations can extract tremendous insight into the behavior of online visitors. However, digital marketers and web analysts are unable to ascertain from click-stream analysis alone why certain behavior is happening. For instance, if an analyst sees that a segment of visitors is clicking deep within a site and accessing lots of content, it could mean high engagement. Or it could mean that a valuable segment of visitors is searching in frustration for content that they can't find.

Digital marketers also face these customer sentiment challenges:

• Measuring brand perception at digital touch points
• Proactively monitoring evolving attitudes about products and services
• Understanding the drivers behind loyalty and various customer touchpoints
• Optimizing digital experiences in real time to meet the needs of various customer segments

Organizations that are unable to satisfy their customers online are losing millions of dollars annually in direct revenue. They are incurring additional services expenses: When customers are unable to find what they need online, they go to more costly channels, such as call centers, brick-and-mortar stores, email support — or worse — a competitor.

Solution

Online visitors have a voice and feel more empowered than ever to share it in this digitally connected social world. And all you have to do is ask. Online surveys provide a cost-effective way to quickly gather information from customers, respond to customer actions, and establish an ongoing dialog with the ecosystem of brand influencers. Additionally, surveys are an essential method to determine brand perception, customer satisfaction, employee motivation, and partner engagement.

With Adobe Survey, organizations can open a dialog with their customers in real time, enabling immediate action based on customer responses. The results are engaging and relevant interactions, positive customer sentiment, and significant online optimization. Adobe Survey also allows digital marketers to:

• Influence at points of action — Present nonintrusive online surveys in response to customer actions, such as shopping cart abandonment or subscription cancellation. You can embed surveys into the site administer them as a nonintrusive overlay for quick responses.
• Establish a dialog — Increase interaction and engagement by providing audiences with an opportunity to express their opinions. Know who participated, who left, and at what point they left. If an on-site visit is not ideal, marketers can point visitors to an Adobe hosted domain to take a survey.
• Enrich customer profiles — View survey responses with online analytics data for a better understanding of customer personas, and then strengthen customer personas using demographic and psychographic data to drive targeted remarketing campaigns. You can also take advantage of your existing Adobe SiteCatalyst®, powered by Omniture variables to determine specific audiences. You can deliver surveys to people who purchased a specific product, read a specific article, or came to a site through a specific campaign.
• Measure brand perception — Understand how customers perceive the different elements of your brand in real time.
• Engage all audiences — Improve employee motivation and strengthen partner engagement by acting on perception measurements across all brand influencers.
• Improve the survey experience — Get insight from real-time survey results to immediately enhance survey design to achieve desired outcomes. Marketers can take control by defining and launching a survey themselves. Select from several prebuilt themes or use your own company's colors, logos, and design standards to create a branded experience for survey respondents. You can also quickly extract specific questions from existing surveys, accelerating the time to deployment and insight.