Satisfaction survey as a tool to improve the service experience
Within our service process and path toward excellence in customer service, it is vitally important to measure our customers' perceptions and identify areas where we need to improve and where we are strong. The satisfaction survey is one of the many tools that facilitates this measurement.
Why is it important to survey my clients?
- They allow us to guarantee the care of our customers at every touchpoint throughout their journey.
- We'll be able to understand our customers' level of loyalty and determine whether they would recommend your products, services, or company to others.
- It demonstrates to the customer the importance of their opinion to us and the improvement of our service process.
- Transparency and friendly treatment of the company with its customers are promoted.
- It allows to evaluate the strengths and weaknesses in the different areas of the organization.
How to create a survey?
On the other hand, to create an efficient customer satisfaction survey, it is necessary to use a brief and have a list of important aspects to carry it out:
- Describe each action in detail.
- Identify your company's buyer persona.
- Find out what resources are needed to create the survey.
- Keep in mind the dates of the survey schedule, the day and time it starts, as well as the day it ends.
- Another important point is the metrics that will be used to measure the results of the surveys.
- Have a budget in place if you want to generate publicity with this type of survey.
After completing our entire brief with the necessary information, we can move on to the next step.
We must also take into account the tone or language used in the surveys, as well as the objectives we want to achieve in our company with the buyer persona.
Each question we ask can be presented in different ways: open-ended, closed-ended, or with multiple answers. This will make it easier for your clients and give them concise answers.
We can choose a specific topic, not generate too many questions, and keep it very specific so that it's easy for the client to answer and doesn't take too much time.
Finally, good segmentation is ideal to avoid sending surveys to all of our clients. That's not the goal; choosing a specific group or audience is key. The main thing is to obtain quality results and obtain significant quantities.
Why measure customer satisfaction?
If your customers are satisfied, they're likely to recommend our company to others and return for more business. Word of mouth is a boon for our business. When customers are disappointed, they can spread negative feedback online and offline, leading to massive sales losses and a significant impact on prospect trust.
We mention some advantages:
- It helps you reduce costs in your company with that advertising.
- Increase your customer loyalty.
- It allows you to expand your target.
- Receive positive recommendations or references when your clients feel satisfied.
There are various types of surveys, such as NPS, CES, and CSAT, that are used to determine whether customers are satisfied with the company, whether their problems were resolved, and whether they received a good product or service. They have response scales.
Satisfaction surveys can be customized, but there are a few things to keep in mind for any type of survey.
- We can ask customers to rate us to find out their opinion of our company.
- Create spaces for your customers to give open feedback about their experience purchasing your product or service.
- Prepare your survey to be responsive and viewable on your customers' mobile devices, so they can more easily complete the survey.
- Use a tone and language that is easy to understand.
You can also interact with your customers through email, text messages, or a mobile app, generating successful surveys.
You can also add more questions to better understand your customer, such as their age, gender, educational background, address, marital status, and other fields you consider important to your business.
If you need more detailed information, you can ask more questions and categorize them to learn what your customers think about your service, such as whether the purchasing experience was good, whether they provided excellent service, whether the product is of quality, or whether it comes with a warranty.
After conducting your survey, you will obtain numerous results and data that must be processed appropriately in order to achieve the objective initially stated.
Respond to the customer:
When faced with negative customer feedback, you should respond promptly. If a PQRSF is handled appropriately, it will increase the likelihood of retaining the customer with your company over the long term.
Analyze results and identify trends:
If a broad trend toward negative reviews is identified, we can optimize it if necessary.
Fountain: Satisfaction survey
#We invite you to read our blog post «User Design (UX) and Customer Retention»
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