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Keys To
Effective Customer Surveys
The philosophy of "don’t
ask, don’t tell" doesn’t work in most any business,. Especially
not when it comes to finding out what your customers think about
you and your services.
Unless you make a point of regularly asking customers what they think of
you, they’re not likely to volunteer their opinions. Only if they
really hate you will you have no doubt about what they think, and then
it’s probably too late to keep them as customers.
The best way to get feedback and suggestions from your accounts is to
survey them regularly. It’s an effective means of both finding ways to
improve your services and to identify possible problems before they grow
out of control.
Here’s an example that illustrates why customer surveys so important:
Imagine you’re checking out a new seafood joint in town. You walk in
fully prepared to have a great time, but by evening’s end
you’ve encountered a lukewarm entrée of shrimp fettuccini, a waiter
who was slow to refill drinks, and a bill that’s off by a few bucks.
You don’t despise the place, but you’re not much inspired to come
back, either. And you probably won’t bother to ask to speak to the
manager or fill out a comment card with your complaints. You’ll just
disappear as a customer, and the Lobster Hut’s owner will never know
why.
On the other hand, imagine the owner drops by your table during the meal
and asks how things are going. Given the opportunity, you’re probably
more than happy to vent. And if Mr. Lobster Hut listens politely,
apologizes and promises to address your concerns and then tears up your
bill. you’ll probably be more than willing to give the joint a second
chance.
So ask customers what they think. And be ready to recognize your
shortcomings, eat a little crow and work to improve yourself, if
that’s what people ask of you.
Done effectively, good surveying not only helps you stay on top of your
customers’ needs, but gives you an edge over the competition as well.
If your last survey generated a few requests for a new service, for
instance, and your current questionnaire finds even more interest,
you’ve probably identified an add-on that will boost your appeal in
the eyes of both existing and prospective customers alike.
What does it take to survey effectively? You can’t just email
customers a one-line message asking "What do you think of us?"
and call it a survey. To poll your customers for the maximum benefit,
you’ve got to:
- Know what you want to know.
That is, nail down exactly what you’re trying to seek input on,
and how you plan to respond based on the answers you receive. If you
want to know how friendly and helpful your customer service reps
are, for example, be specific: How long have customers been put on
hold? Do they receive the answers they need? Have reps always
greeted them with a "Hello" and ended with a "Thank
you?"
- Ask the right questions.
"What do you think of us?" might generate some responses,
but if the most common answer is, "Not much,"you can’t
really use that information to improve. Ask for meaningful input
that can lead to meaningful action.
- Let your customers speak for
themselves. "Choose A, B or C" doesn’t always provide
the insights you need. If 50 percent of your customers say your tech
support is "Excellent," but 25 percent choose
"Extremely poor," you won’t know why one out of four
people thinks your support stinks. Ask customers to explain their
ratings with a follow-up question like, "If you chose
‘Extremely poor,’ why?"
- Don’t just talk the talk.
Customers will stop answering your surveys fast if they never see
any changes as a result of their comments. Act on suggestions when
you can and follow up with customers to let them know just how
you’re responding. Even if you can’t make a requested change,
it’s a good idea to let people know why. And, of course, whether
the feedback is positive or negative, always follow up your surveys
with a prompt and sincere "Thank you!"
"You have
permission to reprint this article in your e-zine, at your website or in
your newsletter. The only requirement is including the following
byline..."
About the Author
Shirley Siluk Gregory is senior analyst with the ebi Group, an analyst
organization that specializes in market research and data resources for
Web hosts and other technology companies targeting the small- and
medium-sized enterprise (SME) market. Check out the ebi Group’s
Website at ebigroup.com or email
Shirley at shirley@ebigroup.com.
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