Customer satisfaction surveys are used by companies that want to keep a firm hold on how their customers view their company. Whether this is done regularly, or as a one-off project, it gives you a snap shot of how end-users view you, using the feedback to influence anything from customer service policies, to marketing, to new product development.
Customer satisfaction surveys can be carried out in many different ways such as by telephone, face to face or through e-surveys. If you look to outsource this service many companies will look to assist you in the development of your survey as well as the reporting and analysis of your data. However, if you are thinking of keeping it in-house answering these questions will assist you in creating a tight focussed survey!
- Write what your objectives are from the surveys? What do you want to measure? How are the results going to be fed back into your company – what will they inform/influence?
- Which customers do you want to survey? Customers from the last 12 months? Customers in the last month, and make the survey a monthly task?
- Develop a questionnaire. The questions you want to ask will influence the sort of questions that you ask – qualitative or quantitative. Avoid leading/unclear questions. Get someone else to check it over to make sure other understand the questions.
- Check the questions against your original objectives. Do they satisfy these?
- Develop a call structure to start the survey, to engage the customer so they want to give feedback. Let them know what their responses will be used for.
For many companies, repeat business is often secured by keeping in regular contact with their customers. One way to do this is to conduct regular customer satisfaction surveys, to ensure that you are giving the best possible customer service to your customers. By gathering information from your customers, you can build up a picture of how your customers view you.
If this is positive feedback, then you can use this within your marketing to support your reputation. If the feedback is less than positive, it gives you a ‘heads up’ about any problem areas that you can then work towards rectifying.
Your customers will appreciate the opportunity to give feedback, and will see it as a positive part of your customer service.