Why bother?
Good customer service is the life blood of any business. New customers are important but good customer service will help generate customer loyalty and repeat business. With every satisfied customer your business is likely to go on and secure many more customers through recommendations and if you do not take proper care of your customers there is probably a competitor waiting in the wings that will.
Online customer satisfaction surveys 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 - Having completed the survey consider how you will analyze the answers.
Keep in mind that ‘closed’ questions (where a respondent is asked to choose from a limited number of responses) are much easier to analyze 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 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 properly analyze the data allowing you to make informed decisions.
Then, from a marketing view point read through the survey, confirm 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 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 some key areas to providing good customer service.
Communication - What do you do to help your customers 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, 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 confirm that your customers find all 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 easy to use and aesthetically pleasing.
Regardless of the store being a bricks and mortar or purely online web based store, is the store properly laid out and can your customers find what they need and is there sufficient detailed 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 hardly ever 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 – 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?
Customers like to be treated as individuals, how do you treat your customers? 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?
By understanding your customers more, the better your chances of correctly targeting your business.
Provide your customers with an opportunity to document any specific problems that they may have had and provide contact details so that problems can be resolved and followed up.
What is next?
Having completed the survey analyze the results.
Trends – Identify common and specific areas where the customer service is failing.
Ask yourself if any criticism is valid and is there anything that can be done to resolve or minimise the problem?
Training – Are the staff properly trained and do they have sufficient knowledge?
Where employee training programmes have been implemented have they made a positive contribution to the business and improved the customer service?
Follow-up – If a customer has raised a specific issue through completing a survey ensure that they are contacted and that their complaint is properly addressed.
Don’t waste an opportunity to resolve a problem and keep a customer.
Continuously Monitor - Make changes based on the survey results and then re-measure by issuing further surveys.
If you are interested in tracking customer satisfaction and would like to see a sample survey for a store that demonstrates some of the above advice please view the following example that can be used as a customer satisfaction survey template.