Objective
In this article we will be talking about how you can use the Survey Outcomes report to segment and campaign against your Financial Needs Assessment survey. We will explore the following topics:
- How to properly run the Survey Outcomes report to find responses for a single survey question.
- How to segment those responses in Excel for use on campaigns in Core iQ.
What is a Financial Needs Assessment survey?
Financial needs assessment surveys are great at uncovering important life events, which makes you better equipped to know when, where, and what products can help your customers or members along their individual journeys. The financial needs assessment survey is a great way to help develop your buyer personas and audience definitions. This helps you understand and know what’s important, allowing you to create relevant content and messaging that addresses individual pain points and greatly increases conversions.
If you haven't already, take a look at this extremely helpful article regarding how to craft and send your Financial Needs Assessment survey.
How to use the Survey Outcomes report to find response data
The Survey Outcomes Report is the perfect report for finding response data by survey template within Core iQ. Within this report, you are able to choose not only a survey template, but also a specific set of questions to report on. In this case, we will be doing just that.
Within the Survey Outcomes Report, we will want to select our recently sent Financial Needs Assessment template. Then, we will want to choose our main question 'Over the next 12 months, I plan to:'. Reporting on this question is the most important, and if you have included any other questions on your survey, we will be skipping them for now. You can add in Date Range information or even some Balance or Age Range filters, but mostly we will want to do our filtering within Excel. Once your run the report, you should have a list of every survey response from customers on this survey. From here, we will want to export our results to Excel for further analysis.
How to segment your results in Excel and send a targeted campaign
Within Excel, what we are looking to do is segment our responses for each of the main product types. We want to find, for example, those that are currently interested in buying a new home, and sending them an offer regarding our amazing mortgage rates. You can also try to examine what products or services you need to highlight to all of your customers in order to stay competitive over the next few years in the space they are interested in.
The main purpose here is to divide up our answers (knowing that people can respond with more than one answer) and figure out which group is the largest. Are more of your customers interested in saving for retirement or for their upcoming move? Would you find more success sending offers relating to loans for homes or vehicles? These sorts of answers can not only help you market to your customers, but they can also help you better understand where you need to be competitive. If your loan rates are not competitive within your market, and most of your customers are in the market for a house in the next year, then maybe it's time to explore some sort of promotional rate.
Once you have found a segment that you would like to market to, you can easily take their Customer Number from your Excel document and paste it into the Matching Customer Identifier Report to kick off a campaign. This is an extremely simple way to queue up a campaign based on data that you have manipulated outside of Core iQ. Whatever Customer or Account numbers you put into the right-most box will be pulled up in Core iQ for a campaign.