subject: Customer Surveys - Practical Feedback For Increasing Service Levels [print this page] The majority of clients will not complain, make suggestions or venture opinions unless they are specifically asked. Even though they seem happy with the service provided, they may turn around and complain to their neighbor. To build customer loyalty and increased referrals, you need to know what clients are thinking and increase their satisfaction. Customer surveys are an effective way to do this. Online surveys that utilize the latest technology enable the client to fill them out at their convenience. Once completed, they are processed and analyzed quickly to give you the feedback you need to enhance service levels.
You have taken the time to hire the right staff. They work well together and both the front office and back office processes run smoothly. If the business is still not growing at the rate you would like, customer surveys will help pinpoint any stumbling blocks. Asking the customer is not enough to provide the data you need, you must ask the right questions. Professional survey companies understand that the right questions can be invaluable to the on-going success of a veterinary practice. When administered by a third party company, your clients are usually more forthright than if you ask them yourself.
Anonymity will make them feel more at ease providing the feedback. When changes are made, you may retain clients you didn't even know you were about to lose. Customer survey companies understand that some opinions are more valuable than others. You have the opportunity to select the specific segments of clients that you would like surveyed. The results will allow you to see trends that you did not know were there. Be prepared. You may be surprised at some of the feedback. Especially if you thought you were doing well, and that all of your clients were happy with you.
Customer surveys usually contain comments that make you realize there is a communication disconnect. Clients may feel that that response time is slow or that you are not accessible or attentive. Once the feedback is processed and analyzed, it is up to you to make the changes. Clients are more likely to stay with you when they see that their recommendations were taken seriously. Referral rates often increase and the business becomes more profitable, fulfilling your vision for success. Dr. Dean Severidt has been a successful veterinarian for thirty years. He now spends his time teaching others how to run and grow their own practices.
