Why should you bother?
Good customer service is the life blood of any business. Although new customers are very important good customer service will help generate customer loyalty and 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 will also 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 - As a first step decide what the main objectives of the survey are, in that way you will be able to retain focus and find it easier to decide what questions to ask.
Analysis - Having completed the survey consider how you will analyze the answers.
Bare in mind that ‘closed’ questions (where the respondents are asked to choose from a limited number of responses) are easier to analyse than questions that are ‘open’ (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.
Before you publish the survey confirm that the questions you have asked will provide you with market research data that when analysed will help you 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 be prepared to accept criticism.
A well designed customer satisfaction survey will enable you to identify problems so that they can be addressed; regular customer satisfaction will prevent complacency and give you early warning on where you might be losing out to your competitors initiatives.
What questions should you 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 key areas to providing good customer service.
Communication - Are you confident that you 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? A good business will make every effort to ensure that whatever the customers query it is resolved by the right person, quickly, politely and fairly.
If a problem is not 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 your customers find your staff to be helpful, courteous and knowledgeable.
Location – Are you doing everything you can to ensure that your customers find it easy to visit you, if a physical store, does it have good access and is it conveniently located?
Making it pleasant, making it easy - For an internet business it is important to ensure that your website is aesthetically pleasing and easy to use.
Physical store or online website, 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 do in fact match your customers’ requirements.
Value for money – Cheap or expensive is rarely a good measure, value for money is.
Do your current customers consider the products you sell or the services you provide as value for money, if not, why not?
Speed and attention – No matter what the business, the majority of customers will want to be dealt with quickly but attentively.
Are you doing everything you can to avoid any delay?
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 what is their age group and where do they live?
The more knowledge you have of your customers the better you will be able to target your business.
Encourage customers to highlight their specific problems and provide contact details.
What next?
Having completed the survey analyse the results.
Trends – Look for common and specific areas where the customer service is found wanting.
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 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 ensure that they are contacted and their complaint addressed.
Don’t lose a customer by squandering an opportunity to resolve a problem.
Continuously Monitor - Make changes based on the survey results 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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