Customer surveys are a valuable tool for businesses, helping you gain a better understanding of your customers’
So that you can improve your products and standards of service in line with customers’ needs.
By monitoring customer satisfaction and identifying potential problems early , you can improve customer loyalty, protect revenue and increase profitability.
Reasons to survey your customers
The information from a customer survey provides your company with valuable feedback on the issues that are important to your customer. You can design surveys to find out how well your products meet customers’ needs or how satisfied they are with different aspects of the service you offer. The feedback can highlight problems that you were not aware of, giving you the opportunity to respond and take remedial action.
Asking your customers or prospects for their views on products / services or your company’s performance indicates that you are prepared to listen and engage with them and potentially take account of their views and opinions. An online (or printed) survey provides a convenient mechanism for customers to express their views. For business to business operations we operate in an environment where increasing numbers of customers share their views and opinions on social networking sites or forums that are outside your control. .
The results gained from customer surveys can be shared within your company, your employees can build an understanding of company operations from the customers’ perspective. This is particularly important for employees in departments (that are not directly customer facing) such as accounts or order processing who may not feel that their work is relevant to customer satisfaction.
Where it is very difficult to differentiate the product / service you supply from competitors by including questions in the survey such as “how satisfied are you with the accuracy of invoices” or “how satisfied are you with the length of time taken to process orders,” you can highlight the importance of work throughout the company and build a stronger customer-focused attitude.
Evaluating the responses and feedback to a satisfaction survey highlights your company’s strengths and weaknesses from your customers’ perspective. This can then provide a clear focus on the areas of your business where very low satisfaction scores are achieved and priority should be given to remedy any serious problems. Identify do you need to change business processes, instigate employee training or can you automate processes.
Customer satisfaction levels have an impact on your ability to retain and develop customers. Our 6L model of customers (Live, Loyal, Likely, Lost, Lapsed , & Losing ) fits into other business thinking models that customers’ attitudes can fall into distinct zones. Typically 3 zones are identified
These zones can correspond to different levels of customer satisfaction where the higher the level of satisfaction you can achieve, the more likely you are to retain loyal customers.
A single survey can be considered like a photograph, it gives you a snapshot of customers’ views at a specific point of time. By conducting frequent surveys over a period of time, you can measure the results of any improvement activities you have undertaken. Additionally as relationships with customers develop and strengthen you can ask more in depth and challenging questions about their requirements.
Reasons To Survey Your Customers
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