Why should you bother?
Good customer service is the life blood of any business. Although new customers are important good customer service will help generate customer loyalty and repeat business. With each satisfied customer your business is likely to win many more customers through recommendations and remember, if you are not taking care of your customers, your competition will.
A customer satisfaction survey will demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.
Where to start?
Objective – Before you start compiling your survey you should first consider what the objectives of the survey are, in that way you will remain focused and find it easier to decide what questions to ask.
Analysis – Once the survey has been completed consider how you will analyze the answers.
Keep in mind that ‘closed’ questions (where the respondent is asked to choose from a limited number of responses) are easier to analyse than ‘open’ questions (where the respondent can reply in anyway they want).
Much will depend on the predicted volume of respondents, the higher the volume the more important it is to have an easy method of analyzing the results.
Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to advertise areas of your service that your customers may not be aware of.
After you have drafted your survey read through the survey from a market research view point and check that you are asking the right questions in the right way and that with the feedback information you will be able to make informed decisions.
Then, read through the survey from a marketing view point, check that you have phrased each question so that every opportunity has been taken to promote your business?
The ideal question will perform the following three functions:-
- Market research – provide valuable feedback to help you improve your customer satisfaction levels and in turn your business
- Marketing – promote aspects of your business
- Information/Education – advertise a service that you provide that your customers may not have been unaware of
For example:- Do you find the in-store baby changing facilities useful?
By asking this question not only will the store receive good feedback on the facility they provide but they will also advertise their baby changing facilities and promote themselves as a family friendly store beyond those customers who have a specific need for the facility provided.
Warts and all – to benefit most from a customer survey you need to be prepared to dig deep and accept the worst.
A customer satisfaction survey should be designed to highlight problems so that they can be addressed; regular customer satisfaction will prevent complacency and will also give early warning on where your competitors initiatives may be losing you business.
What are the questions you should ask?
Although it is a given that each business is likely to have specific and unique factors that are important in providing good customer services there are common areas that are relevant to all businesses be they a physical store, online internet store or a service industry. The following are some key areas to providing good customer service.
Communication – What do you do to make it easy for your customers to communicate with you?
When a customer telephones is the phone answered promptly; are enquiries about products or services properly handled? Good businesses will make every effort to ensure that whatever the customers query it is resolved by the right person, politely, quickly and fairly.
If there are reported problems that cannot be resolvable immediately do you promise to respond in a given time period and do you deliver on your promise?
Use a customer satisfaction survey to check that all your employees are perceived by your customers as being helpful, courteous and knowledgeable.
Location – Do your customers find it easy to visit you, if a physical bricks and mortar store, is it conveniently located with good access?
Making it pleasant, making it easy – For a virtual business it is important to ensure that your website is aesthetically pleasing and easy to use.
Regardless of the store being a bricks and mortar or purely an online internet store, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?
The right quality products – In addition to measuring the quality of the service that you provide you should ensure that the products and services that you provide match your customers’ requirements.
Value for money – Cheap or expensive is hardly ever a good measure, value for money is.
Do your customers consider that the products you sell or the services you provide are value for money, if not, why not?
Speed and attention – Regardless of the type of business most customers will want to be dealt with quickly but attentively.
Are you doing everything to prevent any delays?
Good businesses will try to treat each customer as an individual, does yours? Attention is one thing but this has to be hand- in-hand with a quick and satisfactory resolution of the query.
Demographics and Specific issues – Take the opportunity to profile your customers, for example their gender, age group and where they live?
Understanding your customers more will allow you to properly target your business.
Within the survey encourage customers to highlight their problems and provide contact details.
What next?
Having completed the survey analyze the results.
Trends – Identify specific and common areas where the service is found wanting.
Ask yourself honestly if any criticism that you receive is valid and if there anything that can be done to resolve or minimise the problem?
Training – Are all employees properly trained and do they have sufficient knowledge?
Where customer service training programs have been implemented have they had the desired effect and improved the customer experience?
Follow-up – If a customer who has completed a survey has raised a specific issue do all you can to ensure that their complaint is addressed.
Do not lose the opportunity to resolve a problem and keep a customer.
Continuously Monitor – Make changes and then measure by issuing further surveys.
If you are concerned about customer satisfaction and would like to view a sample survey for a store that will demonstrate some of the above advice please view the Sample Customer Survey