We all know that a lot of us skip that survey pop-up that appears on our screens, but we will answer those that look worth our time. Your customers will be more likely if your survey has something that the customer gets out of it. For example, I filled out a survey for Debenhams this morning, but I only did it because there was a chance to win £100.
- Satisfaction Surveys
- Objective approaches
- Emotional turnout from your customers
- Client advisory
- Repeat purchasing
- Industry benchmarks
- First response time
These points are from another interesting blog post (see link at the bottom of the page)
Lets’ start with how satisfaction surveys work and/or don’t work. This image below is an example of a very well-known company called ‘Netflix’. This is their Customer Satisfaction Survey. These surveys include a question about the customers experience using the product and always have a question about how they can do better.
This is about the historical records of your company and your clients. This would be like online behaviour of your customers which you can analyse and track using Google Analytics! It’s very easy to use and you can see what your customers are doing on your site.
Understanding your customers emotions
The emotional aspect would be how people only tend to leave a review if they’re unhappy about an experience with your company…and this is what we don’t want to show off. So, companies need to learn that negative feedback is extremely useful for growth, so maybe instead of just posting the feedback, contact that unhappy customer and talk to them about what went wrong. Maybe include an apology gift for the customer- this could go a long way.
Now, with the client advisory groups, this is all about getting your customers being encouraged to continue shopping with you and using your services. The good thing about this is what any size business can use this effectively.
The fifth point is like the previous but here’s more information…
Focusing on repeat purchase intention, this can be done by continuous 90-day reviews for both your clients and your employees. This means that you will constantly get improvement ideas from people all round your business! Very useful
This is important but shouldn’t take all your focus:
This is all about understanding what your competitors are doing. Your customers wont care about the brand name, they just want the best product at the best price. So, keeping an eye on the competitors could be useful for you to understand if you’re going wrong with pricing as an example.
The first response time! Aka first-time fix rate. This is about if your customer has to wait around to get their issue fixed, they will become more and more annoyed with your business. This could result in losing that customer potentially! If you want to be able to solve your customers’ problems quicker, take the approach of the first response time.