Some say customer service is a lost art. Think about the last time you had a bad customer service experience. And when was the last time you had a good customer service experience? It’s likely both events stuck in your mind, each for a very different reason. Soliciting customer feedback on products and services through customer satisfaction surveys pays off. The fact is companies that prioritize customer satisfaction grow and increase revenue.
Celebrate the Good, Improve on the Bad with Customer Satisfaction Surveys
Using customer satisfaction surveys can provide insights that affect future business decisions. This circle of feedback and reaction makes you truly customer-first. Here are some ways those actions will work for you:
- Build your reputation as a business that listens. This makes a difference to customers comparing companies.
- Customers who are happy with your service become brand advocates. They tell friends, family, and the internet about their positive experience.
- Retain customers. A mere 5% increase in retention can increase profitability by as much as 25-95%.
- Head off negative comments. The internet means people can fire off a negative review in no time if their concerns aren’t addressed. So give people the opportunity to vent and make sure they know they’re heard.
Some feedback may be difficult to hear, but it’s necessary for improvement. We all have blind spots so listen to what people say in customer satisfaction surveys. Pay particular attention to recurring comments and patterns. If more than one customer has the same complaint, you should definitely address the issue. Improve the services that fall short to not only retain current business but attract new business.
From the Customer Perspective
It feels good when someone asks you about yourself, right? A customer satisfaction survey acts on the same principle. People appreciate being asked for their opinion. Addressing their concerns and providing a resolution can compel them to remain loyal. What you get is valuable data on your services that leads to good business decisions. The CX is improved when customers see the results of surveys. It shows you’re listening and making an effort to improve service.
The positive feedback you receive from customer satisfaction surveys provides a marketing opportunity. Ask the people who had a good experience whether they’re willing to give a testimonial. Or post glowing comments on your website or use them in other marketing materials. Toot your own horn—you earned it!
92% of consumers trust recommendations from friends and family
Best Practices for Customer Satisfaction Surveys
There are three ways to measure customer satisfaction:
- Customer Satisfaction Score (CSAT). This measures satisfaction related to a particular interaction.
- Customer Effort Score (CES). In this scenario, a customer is asked about the ease of an interaction. It can refer to how hard of easy it was to make a purchase or resolve a complaint.
- Net Promoter Score (NPS). A customer is asked how likely they are to recommend your business.
Businesses are more likely to see a 10% growth rate by measuring their Net Promoter Score.
Regardless of which measurement you use, there are some best practices to keep in mind:
- Send the customer satisfaction survey soon after the customer’s experience. Get them while the event is fresh in their minds.
- The first question should be an overall rating. Don’t wear down a customer by asking them other small questions before getting the answer that gives you the biggest bang for your buck.
- Keep the survey reasonably short for a better chance of responses.
- Ratings should be precise and not too broad in range. Be specific with language and rating options.
- Know your audience and speak their language. Only use specific jargon if they’ll understand.
A mix of multiple-choice and an open text question works well. That way, the survey is easy to fill out but also gives the customer a chance to give specific feedback in their own words. One more very important note: make sure you respond to complaints in a timely way and do your best to resolve the situation.
Implement Change
When you’re analyzing customer satisfaction surveys, look for trends. Are you seeing the same complaint over and over? Possibly you’re seeing the same questions over and over? Speak to those issues and concerns. The goal is to identify what’s impacting customer satisfaction.
Now that you know what needs improvement, implement change. This is your chance to take the data customers have provided and put it to work for your business. An action plan will prioritize changes to avoid being overwhelmed. Address the biggest gaps in service and work your way down from there.
Relationship Marketing Matters
People are more likely to share a bad experience than they are to share a good experience online. So why not engage in relationship marketing with an aim to increase the good comments and decrease the bad comments. While you’re at it, share those positive customer satisfaction survey results with your staff. Passing along kudos to your team lets them know they’re doing a good job, boosting morale. The time you invest in a customer satisfaction survey will be well worth the effort.
