Companies with a culture of excellency in the way they provide a good or service, consider customer service surveys as their best ally. This is because they understand the importance of first-hand information.
Using tools that allow you to truly know what your customers think about your product or service will help you learn about your market performance. This will allow you to tie you bottom-line results with the organization's medium and long-term objectives and to plan and apply any improvement actions accordingly.
As Christian Muñoz, Marketing Manager for Quick Audits explains, "Surveys are a very powerful tool that allows you to know and understand the needs of your customers, but more importantly, if carried out and used effectively, surveys resulting data can help you innovate when it comes to your products or services. The key here is to have quick access to this information at the right time."
The objective, beyond deepening the profiles and behaviors of the clients, is, concretely, to analyze their experience as a consumer and, from there, identify the adequate marketing strategies and product development needs that will increase their satisfaction.
Data collected from customer satisfaction surveys can also help managers identify key aspects that should be monitored across departments and operational units.
In this note we give you some recommendations that, from our experience, will help you create effective customer satisfaction surveys for your business.
1) Customize the survey to be as specific as possible according to your business objectives.
The selection of certain measurement variables will largely define the structure of the questions, the distribution of the survey and the collection of the data. It is important to define the priorities that your company will value when developing future strategies, and develop the questionnaire based on them.You will have to categorize the questions / variables according to what you want to evaluate, which will allow you to obtain the necessary information to fulfill your goals. For example: questions about specific topics of the service, facilities, food and others.
2) Improve the current customer experience.
Surveys can also act as a reminder of the presence of your company and the value you give to the opinion of your customers. You can include questions such as “how the service is working so far”, “do you have some suggestions” and you can even think about the possibility of offering rewards to loyal customers who answer the questionnaire.
3) Development of new products / services
Another interesting use for these types of tools is to identify opportunities to introduce new products. Thus, you can detect what expectations have not yet been met by the options currently available. In other words, you can perform a quick market research.
4) Simple and concrete questions.
Customers want specific questions that are quick to respond and do not take up too much time. If possible, discard the general questions, which will probably lead to vague answers and will not offer interesting results for the variables you need.Ask questions that allow short answers like yes or no / good, excellent, bad, etc.
5) Duration of the survey
Optimize the relationship between the information that is really needed for your evaluation and the time it will take the client to complete the survey. Ideally, the customer should be able to complete the survey in less than 5 minutes. The simpler and more comfortable your client is, the better. The client will perceive that you value his/her time and opinion.
6) Internal customer information
These surveys also allow you to obtain information from your internal customer, that is, your employees. They are also a valuable source of knowledge about the operation of processes and have references from your audience by their daily contact with external customers.
An internal customer satisfaction survey is a good mechanism to better understand the strengths and weaknesses of each department and what services can be improved. Then, with the intermingling of the information of your internal customers and your external customers, you can have a good vision of how the service is provided and what is really needed to optimize your services and, consequently, to achieve your goals.
If you need more advice or have any idea you want to share. Let us know!