Make a successful Customer Satisfaction Survey
At some point, every business owner will need to seek out customer feedback to see what can be improved, and here are four tips for surveying your customers that are sure to get results and save you time in the process!
1- Surveys can be used to gain insight into customer opinions.
Surveys are a great way to gain insight from your customers.
First, By asking questions that are relevant to them and their experience with your product or service, you can gain insight into what you can do to improve their experience.
Surveys are also a great way to increase engagement with your consumers and build a relationship with them.
Whenever a customer makes a purchase, they expect to get something in return. It may seem obvious, but businesses have neglected this fundamental expectation of their clients.
In most cases, companies put little thought into what comes back to them in terms of purchases, and the reason companies neglect this is that it is costly and time-consuming to collect and analyze the data that arises from these surveys.
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Saudade gives a few examples of this. When survey respondents were given the control of decals (for example, to put on car bumpers). They were often disinterested in the product or service of the car in question. From a customer rating point of view, they would emphasize how much they liked the paint job in the survey. In reality, the same vehicle dealers felt that they did not need to offer them such a product. This mistake cost the automotive dealers about 450 million dollars. Reviewing information from surveying companies, the researchers identified three main problems.
- First, promotional efforts that require little company input or training usually receive low customer ratings and no purchases.
- Second, survey participants are rarely motivated to respond to surveys as a way of expressing genuine interest in a product or service.
- Lastly, simply asking consumers to participate does not ensure that they have a positive or negative experience with your product or service.
A good way to avoid these three pitfalls is to analyze your responses first.
2- Surveys should be used as a way to gather information, not make decisions.
Surveys are a great way to get feedback from customers, but they’re not very good at making decisions. Surveys are usually one question: “Would you buy this product?”
Data from surveys is valuable, however, in helping you determine your product’s benefits and what features (and costs) can be improved, but they aren’t very reflective of real customer behavior.
Most customers aren’t willing to divulge personal information, let alone put their name on a survey. You can solve this issue by asking people directly whether they plan to buy your product.
Go to your custom website and click on the place to fill out a quick survey. Check the boxes for “Which products are your favorite and why?” or “What are your top three reasons to buy our product/service?” You may even ask them for their names so you can see if they’re easy to contact.
When you’re done send the information to your sales team to see if there are any adjustments you can make to your products or service.
Customer feedback is critical in helping you improve your product or service, but it isn’t very good at making the decision.
Take some time to learn about your customers and their needs, and you’ll find that you can make your products or service better for them.
3- Consider your survey questions carefully and avoid leading questions.
Ask open-ended questions that are not easily answered with a “yes” or “no”, If you’re unsure of the next steps, at least get the option to decline.
This can also provide some great insight. For instance, one customer told us that they want to see pictures of responses from the recommended content. By including this in the survey, we can get even more feedback on how to improve the recommendation process.
Packages, boxes, labels, flyers, storefronts, appearances: The appearance of your product or service can make or break your marketing efforts, If you want to stand out from the crowd, sneak a peek into your customers’ minds when it comes to choices.
When interviewed for our baby educator survey, one family told us they typically purchase packages for large families, while another for small families.
These observations gave us important insight into the product or service we should be recommending the most.
Here’s another opportunity to learn about your customers’ preferences and help you form better recommendations. Inputting company names or logos in some survey responses can limit your responses.
If your survey is specific to a category or product, you can “opt-out” of potential options, which removes the chance for you to learn about your customers’ desires.
People respond differently to videos than to written responses. With videos, the industry standard is to add a “clap,” but we heard from several customers who prefer handwritten responses. Why is this?
A good way to gauge this is to survey a larger number of potential customers and see if written responses come out as the most popular option.
Here are a few examples of responses we received when surveying a homeless, aging population:
Surveys can also sidestep questions on the payment method if you want to better target your campaign.
4- Create a follow-up plan for your survey results if you want to get the most out of it!
If you’re planning to conduct a survey, be sure to create a follow-up plan for it or you might miss out on a lot of useful data. When you’re getting ready to conduct a survey, think about what your goals are. Are you interested in understanding your customers more deeply, so you can make better business decisions?.
Are you looking to gain any specific insight about your community, like demographic information or customer feedback on a particular difficulty?
One of the best ways to gather feedback is through email.
Not only can surveys collect data faster than phone calls or other more traditional approaches, but companies with email in place can also focus more effort on making the marketing emails more actionable.
These days, people are getting more technologically savvy, and a survey conducted on online tools or apps is likely to reveal even more troubling information than a survey conducted on a physical structure.
For example, a survey conducted on Adobe Shockwave can reveal the error rates of survey takers.
In-person request-based surveys are usually conducted via paper forms that are filled out by humans, who could hesitate or otherwise make mistakes.
A chatbot can help with both the pre-and post-survey tasks, making life much easier in collecting feedback.
For example, you could use a chatbot to make dynamic phone or online phone calls to random consumers to collect feedback.
Chatbots help ensures that your calls are representative of the overall population and not skewed by a very small number of people.
If you’re using surveys to track performance metrics like CLV or return rate, make sure you examine the data before concluding that your surveys are working.
Too often, businesses clamp down on feedback activities when things are going well, believing that negative feedback will drive bad results.
Yet a negative attitude won’t necessarily result in lower customer satisfaction.