Save your reputation — gather information

In a survey conducted by, 27 per cent of respondents identified that a gigabyte was a South American insect. A surprising 23 per cent thought an MP3 was a Star Wars robot and 18 per cent answered that a Blu Ray was a marine animal. As well as finding out bizarre and unusual views, surveys can be a powerful part of a company’s marketing and PR strategy. 

By Leah Elston-Thompson, account executive at Stone Junction.

Establishing customer views can provide you with a good baseline to plan and improve marketing, PR and customer service activities. It can also help identify what your customer really wants from your product or service, helping you develop further and meet customer demand.

What do they really think?

Conducting customer satisfaction surveys will give you an overview of what your customers really think about your company and its offerings. This knowledge can be useful for product development or allocating marketing budget, but customer satisfaction can also help the sales team to predict future revenue.

A survey by InfoQuest found that from over 20,000 customer surveys, a totally satisfied customer contributes 2.6 times as much revenue to a company as a somewhat satisfied customer. A totally satisfied customer contributes 14 times as much as a somewhat dissatisfied customer. This goes to show that customer satisfaction can have a significant impact on sales.

If you find your customers are unhappy, this could indicate that they may be looking to purchase elsewhere, so it’s useful to get a heads up. On the flip side, if ratings dip, it can warn you ahead of time that revenue could be impacted and that action needs to be taken.

Customer retention

Finding new customers is expensive. While turning your interest towards potential clients or customers, don’t forget how important it is to retain existing ones. Keeping up-to-date with customers after the sale can be done with blog posts, targeted e-mail marketing, infographics and more.

If you want to establish how your customers’ views have changed over time, you could conduct an annual survey, which can highlight trends in opinion among your customer base.

Customer satisfaction is vital for a business to be successful, and without asking the question, how do you know what your customers really think? Let’s just hope it’s more sensible than thinking a gigabyte is actually an insect.

Information can be gathered face-to-face, by e-mail or by using an online tool. If you need help establishing your customer’s opinions, get in touch with Stone Junction on 01785 225416 or e-mail at

Leah Elston-Thompson

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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