Customer satisfaction is one of the cornerstones of success for any business. When customers are dissatisfied, they will let their friends and family know, but often not the business. When they are happy, they are more likely to keep that information to themselves unless the business takes the time to ask by conducting a customer survey.
Finding the Right Approach
Some people are eager to offer their opinion on a customer survey, but some are not. The way a survey is distributed makes a difference. Customers like having a choice when they agree to provide feedback. For some, answering a few questions online is the easiest way to participate. For others, a few questions over the phone is the preferred method for communicating their opinion. Customers must also be able to participate in a language that is most comfortable for them.
A survey that doesn’t provide the actionable information you need is worthless. Therefore, the development, distribution, and analysis of your business-to-business and business-to-consumer surveys is very important. These surveys identify how content your customers are with the products and/or services you provide. The information learned from these surveys helps your company address concerns and satisfy your customers.
Asking the Right Questions
The biggest complaints about customer surveys are the surveys are long and complicated. Taking a survey should not take more than a few minutes. The best customer satisfaction surveys contain 15 to 30 scaled questions. Shorter surveys get a much higher response rate than longer surveys. The surveys should also be developed by psychologists who use extensive research to determine just the right questions to ask. These questions are designed to quickly obtain the information needed to improve business practices and provide the level of service that results in customer retention.
NBRI provides the results customized to the needs and nature of your business and your customers. Then, Ph.D.-level consultants deliver results presentations and action planning training complete with deep analytics. We work with your businesses to improve overall customer satisfaction, intent to return, and intent to recommend. This enables bottom line performance improvements in the shortest time possible.
NBRI helps companies just like yours by combining powerful research with deep analytics. If you’re ready to join their ranks, here’s how we can help: