Why bother?
The life blood of any business is good customer service. Although you should try and attract new customers good customer service will help generate customer loyalty and encourage repeat business. With each satisfied customer your business will secure many more customers through word of mouth and you should always keep in mind that if you are not taking proper care of your customers there is always a competitor that will.
A customer satisfaction survey will help by not only identifying problem areas but show that you care and are proactive in looking for ways to improve the service that you provide.
Where do you 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 analysing the results.
Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to publicise aspects of your service that your customers may not be aware of.
Once you have drafted your survey read through the survey with a market research hat on and confirm 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.
Next, 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 avoid the temptation, in any way, of attempting to sugar coat the survey.
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 questions should you ask?
Depending on their own particular size and makeup each business is likely to have unique factors in relation to providing good customer services however there are common areas relevant to all businesses be they a physical store, online store or a service industry. The following are key areas to providing good customer service.
Communication – Are you confident that you make it easy for your customers to contact you?
When a customer telephones is the phone answered promptly; are enquiries about products or services properly handled? A good business will make every effort to ensure that whatever the customers query it is resolved by the right person, politely, quickly and fairly.
If a problem 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 ensure that all your staff are considered by your customers to be knowledgeable, courteous and helpful.
Location – Do your customers find it easy to visit you, if a physical 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 easy to use and aesthetically pleasing.
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 make sure that the products and services that you provide do fully match your customers’ requirements.
Value for money – Cheap or expensive is hardly ever a good measure, value for money is.
Do your customers associate your business with value for money, if not, why not?
Speed and attention – The majority of customers will want to be dealt with quickly but attentively.
Are you doing everything you can to avoid delays?
Good businesses will try to treat each customer as an individual, does yours? Customers appreciate attention but only if it leads to 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?
The better you understand your customers the more you will be able to properly target your business.
Within the survey allow customers to highlight specific problems and provide contact details.
What next?
Analyze the results once the survey has been completed.
Trends – Look for specific and common areas where the service needs improving.
Ask yourself if any criticism is valid, be honest to yourself, is there anything that can be done to properly resolve, or at the very least, minimise the problem?
Training – Are all employees properly trained and do they have sufficient knowledge?
Where staff training programmes have been implemented have they had a positive impact on the business?
Follow-up – If a customer who has completed a survey has raised a specific issue ensure that they are contacted and their complaint addressed.
Do not lose a customer by squandering an opportunity to resolve a problem.
Continuously Monitor – Based on the survey results make changes and then re-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
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