Secrets For Successful Customer Satisfaction Surveys
Many business people disregard this issue, and most of them dig their heads in the sand like ostriches
. And you know what? When your rear end is up in the air like that, you become an easier target for some good kicking.
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.
Costing you five to six times more to acquire new customers than retain existing ones.
65% of why customers leave according to the latest statistics is due to something that the front line is or is not doing.
A TARP Worldwide report revealed that 96% of unhappy customers do not complain directly and 90% of them wont buy again. It also showed that one unhappy customer will tell nine other people of their unhappiness. However it gets worst because at least one of those unhappy customers will be telling 20 other people!
In the study of financial services industry, TARP reports revealed that among customers who file a complaint, there is 54-70% who is likely to buy again if the complaints are addressed. This figure improves to 95% if the customer feels that the complaint was resolved immediately. Additionally, customers whose complaints were satisfactorily resolved tell an average of five people about their positive experience.
Now, consider this: 96% of dissatisfied customers don't complain directly.
The big question is, how do you find out which customer is happy and which is not? And importantly, how do you ask? What are the things they like and dislike? And how possibly are they to recommend your business to other people?
Well, you should start asking your customers.
But how should you do it? It can be frightening and downright risky if you are not doing it properly.
In fact, MOST businesses do not survey their customers as often as they should. Some don't bother at all. Now, why do you think is that? From my own experience and as far as I know, the top answers are:
Putting off the customer survey task because it is too hard to do.
Trouble identifying which customers you should be surveying.
Finding it hard to get the right words for your surveys for the customers to easily understand.
Not knowing what would engage your customers because you have no idea what surveys would be fun and interesting enough for them.
Organizing customer surveys is multifaceted that no one can understand them except you.
Not knowing enough about available online tools and being frightened that 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.
You must learn the steps on how to go over effective to get valuable results that you can use to improve your customer service and your business. It is a tough job managing a customer satisfaction survey and you do not want to mess it up. Your customers are the lifeblood of your business. You would not want to offend them with a poorly asked question in your survey sheet.
Getting good answers boils down to having asked good questions. And there is always a right way and a wrong way to ask a question. Actually, there are lots of WRONG ways to ask questions with customer satisfaction surveys. Wrong questions get you wrong answers.
And while there are lots of survey tools available online, it is still a challenge to pick the right one.
by: Richard Keeves
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