Why Bother With Customer Satisfaction Surveys?

in Customer
Many business people disregard the issues, and most of them dig their heads in the sand like ostriches. However, its easy to get kicked when your rear end is up in the air and your head is buried in the ground.

It is hard to get the customer's trust without losing them because of some problem you did not know existed all because you did not ask them properly.

Some stats are frightening.
It costs five to six times more to acquire new customers than to retain existing customers.
According to the latest statistics on why customers leave, 65% do so because of something that the front line is or is not doing.
A TARP Worldwide report revealed that 96% of unsatisfied customers do not complain directly and 90% of them wont buy again. The report also showed that one unsatisfied customer will tell nine other people of their experience. It gets worse when at least one of those dissatisfied customers tell 20 other people of it!
In a financial services industry study, TARP results showed that among customers who register a complaint, 54-70% will buy again if their complaints are resolved. This figure improves to 95% if the customer feels that the complaint was answered quickly. And customers whose complaints were happily resolved talk to an average of five people of the good treatment that they received.

However, 96% of unhappy customers do not mind to report their complaints directly.

So how will you find out which customers are happy and which are not? What is essential is how do you inquire? What are their preferences? And how preferably are they to suggest your business to others?

Well, you better ask your customers.

But how? It can be frightening and downright risky if you are not doing it properly.

Most businesses, I'd say, don't survey often enough their customers. Some dont do it at all. Now, why do you think is that? From my perspective and experience, the top reasons are:
Setting back the customer survey work as it was too hard to do.
Not knowing which of your customers you should be surveying.
Finding it hard to get the right words for your surveys for the customers to easily understand.
Do not know how to organize your surveys to give a good impact and interest from your customers
Making customer surveys can be so complex that no one but you even understands them, let alone acts on them and replies to you.
Not knowing enough about the online tools that are available, and being frightened you might choose the wrong one and end up with a bad survey or even worse, end up annoying your customers and embarrassing your business.

It is very important for you to study and learn on the how to manage useful surveys of your customers so you get beneficial answers you can use for the improvement of your customer service and your business. Running a customer satisfaction survey can be tough and you dont want to mess it up. You know that your customers are the lifeblood of your business and you surely do not want to frustrate them with poorly structured survey questions.

You need to ask good questions to get good answers. There is a right way and a wrong way to ask questions. In fact, with customer satisfaction surveys, there are lots of WRONG ways to ask questions. Wrong survey questions get wrong survey answers. There are many available survey tools online that you can choose, but deciding which of them is the best can be challenging. Doing a survey based on your own trial and error can be risky.
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Richard Keeves has 1 articles online


Richard Keeves is a business advisor, trainer, author and publisher. Richard is the co-author of the Secrets For Successful Customer Satisfaction Surveys guidebook and Survey Planning training course. The guidebook includes independent reviews on many popular online survey systems. www.customersatisfaction-surveys.com

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Why Bother With Customer Satisfaction Surveys?

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This article was published on 2010/12/03