This is a guest post by Sam on the importance of customer surveys. You can read the guidelines for guest posting at our guest posting guidelines page.
Customer surveys are an essential way for a brand to open a dialogue with its consumers. There are several ways to conduct a meaningful survey, and a few considerations will make the most out of any customer survey that is held.
Timing is crucial. Most businesses prefer to gauge their clients’ reactions directly after the business encounter. This provides for immediate feedback and lets consumers know their opinions are important.
Here are five secrets that allow any company to open a conversation between consumers and their brand.
Timing is everything
Timing is crucial for customer surveys. The particular timing depends on the nature of the business or industry. Fast food restaurants often put survey cards right on the tables in their dining rooms. Giving consumers a chance to provide immediate feedback is a great idea.
It allows a chance for clients to begin a personal relationship with a brand, and gives companies an opportunity to improve the things that they offer. Including survey cards at the time of a purchase is one secret to generating brand image and loyalty.
Designing the questions in a customer service survey is also essential. There are many standard forms that can easily be found on the Internet. However, the best questions need to be determined by the individual goods and services that are provided.
Open-ended questions give consumers a chance to provide feedback. Giving consumers a chance to tell what they value about their encounter with a brand ensures positive association.
Surveys are only meaningful, if they are followed through. Finding the right time to follow through with surveys is a prime consideration. Calls or thank-yous are a great way to offer clients appreciation for taking time from their busy lives to fill out surveys.
A lot of shoppers will never even bother to waste the time on surveys, and providing incentives is another way to ensure satisfaction. Giving a discount with the submission of the survey is one way to create a positive feedback loop.
Keep surveys short and simple
Ten or twenty questions are plenty for a good customer survey. Using a variety of multiple choice and open-ended questions is one way to ensure that shoppers do not have to take up a lot of their time answering the questionnaire. Only a few questions are really required for an accurate view anyway.
Learning more about the things that were liked during the buying encounter is a common focus. Getting constructive criticism is another goal of most surveys, and questions can be geared towards learning how a business can improve its products and customer service.
Using more than one survey can create more insight into each transaction. Having a survey for paying and non-paying customers is essential. Two detailed surveys can then be viewed later to get an accurate picture of market share. Learning why some visitors are not loyal customers is another benefit found with segmenting surveys.
Creating a conversation between shoppers and a brand is one of the focuses of customer service surveys. Studies have shown that a five percent increase in customer retention can lead to profits which are as much as 95 percent higher. Customer’s surveys are an integral component of loyalty and positive brand images. There are several things that make it easy to create great surveys that provide meaningful feedback.
About the Author:
Sam is a contributing writer for the digital marketing agency Quick Sprout, where he has learned a variety of techniques from Neil Patel.