Do you truly know how well you’re doing with your customers and clients? Are there trouble spots or gaps in your customer support you’re not aware of? Would you like to find out what they really think? There’s really only one way to get this information—ask them! A well-crafted customer survey can be a great tool to help you discover the answers to these and several other items you may not even have known were issues for your customers.
So why ask at all?
The primary incentive for a customer survey is to eliminate problems before they become part of your reputation, and reveal ways to boost your service or products. Much of the time, we never hear about a dissatisfied customer: they’ll simply look somewhere else. CustomerThink.com has determined that more than 50 percent of consumers have experienced issues and complaints with the products and services they’ve purchased. Developing a survey helps you find and correct mistakes which might be the difference between holding onto a client or not.
What sort of survey questions work best?
Make sure you have a clear goal to your surveys, and that you ask questions that require more than ticking a box, or assigning a number to your query. Avoid “Yes” or “No” questions. Allow them to expand on their experience and feelings. (This can end up being a good way to collect testimonials!)
How should you conduct the survey?
There are numerous ways to conduct a survey. However, if possible, the most effective way appears to be via an online survey, thus giving the respondent a good chance to think about and form well thought-out answers, something which may not occur via a phone call or personal contact. Consider offering an incentive for filling out your survey, and try to be timely as to when you send it. If you’re a new comer to this, consider using a company that specializes in this type of data collection, such as SurveyMonkey. However you accomplish it, having a read on the way your customers view your company is invaluable data to have.