Why bother?

The life blood of any business is good customer service. Although new customers are very important 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 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 do you start?

Objective – Before you start creating your survey clarify the objectives of the survey, in that way you will find it easier to decide what are the right questions to ask.

Analysis – Consider how you will analyse the answers having completed the survey.

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).

A lot 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.

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 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?

In asking this question the store will hopefully not only receive useful feedback on the baby changing facility but they will also promote the store as being a child-friendly and caring store even to those the customers who do not actually require the facility.

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 identify any problem areas so that they can be fixed; conducting regular customer satisfaction will help prevent complacency and will also give early warning on where you may be losing business to your competitors initiatives.

 

What to ask?

Although 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 – Do you make it easy for the customer 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, politely, quickly and fairly.

If customers reported problems that 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 check that all your employees are perceived by your customers as being helpful, courteous and knowledgeable.

Location – Do your customers find it easy to visit you, if a physical bricks and mortar 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 aesthetically pleasing and easy to use.

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 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.

Are the products you sell or the services you provide considered by your customers to be value for money, if not, why not?

Speed and attention – Customers want their enquiries or queries 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? Attention is important but so is a quick and satisfactory resolution of the query.

Demographics and Specific issues – Take the opportunity to profile your customers, for example where do they live and what is their age group?

By understanding your customers more, the better your chances of correctly targeting your business.

For customers who have specific problems allow them to provide details and contact details.

 

What is next?

Having completed the survey analyse the results.

Trends – Look for specific and common areas where the service needs improving.

Ask yourself honestly if any criticism that you receive is valid and if there anything that can be done to resolve or 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 has raised a specific issue through completing a survey ensure that they are contacted and that their complaint is properly addressed.

Don’t squander the opportunity to resolve a problem and keep a customer.

Continuously Monitor – Make changes based on the survey results and then re-measure by issuing follow up 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.

This article was written by Stan Smith a closet marketing anarchist, ad
agency refugee, and samurai copywriter. He can't resist the urge to throw grenades at the Internet marketing establishment and supports stealing from the gurus at every opportunity. In his spare time he hunts smallmouth bass, creates dinosaur origami, and is the head trainer (misfit) at the Web Sales Club