Running Customer Satisfaction Surveys Is Not Rocket Science
Many businessmen ignore the problem, and too many of them stick their heads in the sand like ostriches
. And for as long as your head is in the sand and your tails is sticking out, it is easy to get kicked.
It is hard to win a customers heart without losing the customer through some issues you did not know existed because you did not bother to ask properly.
Some of the stats are frightening.
It costs five to six times more to acquire new customers than retain existing ones.
Sixty five percent customers leave because of something that the front line is or is not doing according to the latest statistics.
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. However, it gets worst because at least one of those unhappy customers go around telling 20 other people!
According to the financial industry study, TARP results revealed that among customers who register a complaint, 54-70% will come back if their complaints are resolved. This figure improves to 95% if the customer feels that the complaint was answered quickly. Additionally, customers whose complaints were satisfactorily resolved tell an average of five people about the good treatment they received.
Care to figure, 96% of unhappy customers do not mind to report their complaints directly.
So, how will you discover which customers are happy and which are not? Primarily, how do you find out why? What did they favor and dislike? And how favorably are they to endorse your business to others?
Well, you should start asking your customers.
But, how? It is discouraging and sometimes too risky if you are not doing it correctly.
Most of them, in fact, I would say probably MOST business establishments don't survey their customers as often as needed. Some even don't do it at all. But why is that?
From my experience, the top reasons are:
Procrastination. Putting off doing customer surveys because its just too hard.
Not know which of your customers you should be surveying.
Difficulty in finding the best words to use for your surveys to make it clear and easy to understand.
Not knowing how to structure your surveys to give them more impact and get more attention from your customers
Structuring customer surveys can be complex that no other people but you understands them, let alone acts on them.
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 mandatory to learn how to direct good surveys of your customers for you to get significant answers that can be used in improving your customer service and business.
Directing a customer satisfaction survey can be hard, and I know you do not want to mess it up. Your customers are the lifeblood of your business and you dont want to upset them or offend them with a dumb or poorly asked question.
To get good answers you must need to have good questions. To ask questions, there is a right way - and a wrong way- to do it. Actually, there are lots of WRONG ways in asking questions with customer satisfaction surveys. Poorly asked questions get you low quality answers.
There are a variety of online survey tools you can use, but choosing the perfect one can be challenging. Taking a chance on your own trial and error can be risky.
by: Richard Keeves
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