What exactly is a customer satisfaction survey? Why are they useful? What should they should accomplish for the business as well as the customer.
We all like to know when we're doing something right. For businesses, knowing what you're doing right (and wrong) is a vital function. This is where customer satisfaction surveys come in.
What is a Customer Satisfaction Survey?
Basically, it's what a business uses to ask its customers how satisfied they are in general and specific areas. A customer satisfaction survey may ask about:
*How satisfied they are with the products or service
*How quickly they were helped
*How satisfied they are with the help they received
*How the customer came to know about their products or service
*How likely they are to do business again
*How likely they are to recommend their product or service to someone else
Surveys can include many more specific questions. Inquiries related to the variety of products offered, ease of use, and specific products or services may be included as well - it all depends on the business's needs.
How are Surveys Given?
Surveys can be given over the phone, through the mail, in person, or even online. Make sure the medium is considered when compiling data and drawing conclusions. With each method comes its own caveat in participation, accuracy, and representation. For example, a video game store may want to consider which portion of its customers is active on the web before conducting a customer satisfaction survey online.
Why Survey Customers?
The old adage "The Customer is Always Right" perfectly sums up why customers should be surveyed. It's the customer's experience, perception, and satisfaction that drives a business. A better question to ask is this: Who better to survey than customers?
Why is this Important?
A business remains in business by serving its customers. With some extrapolation, one could even say the customers ARE the business. By better serving its customers, a business can obtain more loyal customers, retain more current customers, improve profits, and grow more efficiently. Another important thing to note is that competitors are probably already surveying their customers.
How Can I Have This Done?
While there is a huge amount of free customer satisfaction survey forms, templates, and implementation strategies available all over the Internet, the power of these surveys lies not in the collection of the data, but how it's interpreted and used. Because correctly gathering and interpreting this data is so important for a business, a professional service that specializes in this type of customer reconnaissance is the way to go.