Designing Customer Satisfaction Surveys that Work

Why bother?

The life blood of any business is good customer service. Although new customers are important good customer service will help generate customer loyalty and repeat business. With every satisfied customer your business is likely to go on and secure many more customers through recommendations and if you do not take proper care of your customers there is probably a competitor waiting in the wings that will.

A Customer Satisfaction survey will help you not only identify problem areas but will also demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.

Where do you start?

Objective – As a first step decide what the main objectives of the survey are, in that way you will be able to retain focus and find it easier to decide what questions to ask.

Analysis – Once the survey has been completed consider how you will analyze the answers.

Bare in mind that ‘closed’ questions (where the respondents are asked to choose from a limited number of responses) are easier to analyse than questions that are ‘open’ (where the respondent can reply in anyway they want).

A lot will depend on the likely volume of respondents, the higher the volume the more important it is to have an easy method of analysing the results.

Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to advertise areas of your service that your customers may not be aware of.

After you have drafted your survey read through the survey from a market research view point and check that you are asking the right questions in the right way and that with the feedback information you will be able to make informed decisions.

Then, from a marketing view point read through the survey, confirm that you have phrased each question so that every opportunity has been taken to promote your business?

The ideal question will perform the following three functions:-

• Market research – provide valuable feedback to help you improve your customer satisfaction levels and in turn your business
• Marketing – promote aspects of your business
• Information/Education – advertise a service that you provide that your customers may not have been unaware of

For example:- Do you find the in-store baby changing facilities useful?

By asking this question not only will the store receive good feedback on the facility they provide but they will also advertise their baby changing facilities and promote themselves as a family friendly store beyond those customers who have a specific need for the facility provided.

Warts and all – to benefit most from a customer survey you need to be prepared to accept criticism.

A well designed customer satisfaction survey will enable you to identify problems so that they can be addressed; regular customer satisfaction will prevent complacency and give you early warning on where you might be losing out to your competitors initiatives.

What questions should you ask?

Although it is a given that each business is likely to have specific and unique factors that are important in providing good customer services there are common areas that are relevant to all businesses be they a physical store, online internet store or a service industry. The following are some key areas to providing good customer service.

Communication – What do you do to make it easy for your customers to communicate with you?

When a customer telephones is the phone answered promptly; are enquiries about products or services properly handled? Good businesses will make every effort to ensure that whatever the customers query it is resolved by the right person, politely, quickly and fairly.

If there are reported problems that cannot be resolvable immediately do you promise to respond in a given time period and do you deliver on your promise?

Use a customer satisfaction survey to ensure that all your staff are considered by your customers to be knowledgeable, courteous and helpful.

Location – Do your customers find it easy to visit you, if a physical store, is it conveniently located with good access?

Making it pleasant, making it easy – For a virtual business it is important to ensure that your website is aesthetically pleasing and easy to use.

Regardless of the store being a bricks and mortar or purely an online internet store, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?

The right quality products – You should not only measure the quality of the service that you provide but you should also monitor that the products and services that you market are what the customer wants and closely match their expectations.

Value for money – Cheap or expensive is not always a good measure, value for money is.

Are the products you sell or the services you provide considered by your customers to be value for money, if not, why not?

Speed and attention – Customers want to be dealt with quickly but attentively.

Are you doing everything you can to avoid any delay?

Good businesses will try to treat each customer as an individual, does yours? Attention is appreciated but it needs to be followed up with a quick and satisfactory resolution to the query.

Demographics and Specific issues – Take the opportunity to profile your customers, for example where do they live and what is their age group?

The more you try to understand your customers the better you will be able to target your business.

Allow customers to highlight their specific problems and provide contact details so that any problems might be later addressed and their concerns followed up.

What next?

Once the survey has been completed analyse the results.

Trends – Identify specific and common areas where the customer service is failing.

Ask yourself if any criticism is valid, be honest to yourself, is there anything that can be done to properly resolve, or at the very least, minimise the problem?

Training – Are all employees properly trained and do they have sufficient knowledge?

Where employee training programmes have been implemented have they made a positive contribution to the business and improved the customer service?

Follow-up – If a customer who has completed a survey has raised a specific issue do all you can to ensure that their complaint is addressed.

Do not squander the opportunity to resolve a problem and keep a customer.

Continuously Monitor – Make changes based on the survey results and then re-measure by issuing follow up surveys.

If you are concerned about customer satisfaction and would like to view a sample survey for a store that will demonstrate some of the above advice please view the Sample Customer Survey