How do you find out if a customer is satisfied or dissatisfied with their experience at your business? Unless you take the time and effort to reach out to your customers, give them a call, or send them an email, you don’t. The truth is, most customers will simply let issues or positive experiences go unnoticed. What does this mean? You could be thinking everything is perfect, when in reality you are losing customers every day because they have a negative experience with your company. So what is the answer? That’s easy: Integrate customer satisfaction surveys into your daily operations. It doesn’t matter what size your company is, what you sell, the services you offer, or what industry you are in, each customer satisfaction survey can shed light on why your business is succeeding and what needs improvement.
How can you get customers to complete your customer satisfaction surveys?
For starters, remember that people are busy. This means that your survey can’t be too long. It needs to be short enough that people will actually complete it, but long enough to get a clear picture of your customers’ view of your business.
Secondly, more people may complete your survey if you offer some kind of incentive to do so. You will have to test what works for your industry and market, but here are a couple of ideas that you can use:
- Have each completed survey serve as an entry into a drawing for a big prize, such as a substantial amount of cash or a gift card.
- Let every customer win by offering a coupon code for a free or discounted item on their next visit if they take the time to complete the survey.
What information can customer satisfaction surveys give me?
Of course, this all depends on the questions you ask. Since you don’t want the customer satisfaction survey to be too long, you need to invest some time in crafting concise questions that will give you exactly what you need to know. Here are a few of the things you can expect to discover with a well-designed customer satisfaction survey:
- The demographics of your customers, which can make marketing much more efficient.
- The level of customer service you are providing to your customers.
- Issues customers are experiencing and if they are happy with the resolution process.
- Any weaknesses in your company: employee behavior, product performance, etc.
- Is your value proposition inspiring customer loyalty?
- Ideas that your customers have on ways that you could improve.
The most important thing about customer satisfaction surveys is what you do with the information. Customer satisfaction surveys may be one of the best things to ever happen to your business if you use them to learn from your mistakes and build a better company.