Satisfaction surveys for a better customer experience.
Every business, small or big, want to provide a good customer experience for their clients. Customer satisfaction is a big part of measuring this. If you can visibly see how good your customer satisfaction is, you could retain your current customers and gain new ones. It should focus on how an experience made them feel and what they value. Hence why conduction satisfaction surveys are very important.
The different types of customer satisfaction surveys
Using different methods of surveying will aid your company in understanding its customer base even better. Some clients respond better to different satisfaction surveys. No survey fits every client. Hence multiple types need to be used.
Customer Effect Score (CES): “How easy was it to do business with us today?” would be a typical question for this survey. It measures if it is difficult or easy for a customer to complete a task or interaction in the company. It is usually followed
Customer Satisfaction (CSAT): “Could you rate your overall satisfaction with [insert goods/services] you received?” Used as a KPI to measure how satisfied a client is with the company and/or product. This will target a specific interaction.
Net Promoter Score (NPS): “How possible are you to suggest [insert company name] to a friend?” is often asked. It tries to measure the overall relationship between company and consumer. This is used in B2C and B2B and is the most popular measure of customer loyalty. This was developed by Bain & Company.
Do’s and Don’ts
Using surveys to measure customer satisfaction can become a crucial tool to improve your business. Even the smallest pieces of info can help your company improve and keeping clients loyal and satisfied.
There are many things not to forget when setting up a customer satisfaction survey. Having clear objectives and goals before you start making one is very important. You’ll want to know what you want to obtain after the interviews. This will also aid in knowing what type of survey to use. The next thing to include is to allow free-form feedback such as an open text field where clients can write as much as they like. The last thing to do is making it accessible, possibly the most important. You’ll want your survey to be filled in by as many people as possible. Optimize it for mobile use and make it so that clients will not have to fill in too much information before writing feedback.
Just like there are things to do, there are also things you should not do. Asking leading questions is something to avoid. Always give clients multiple ways to respond, never just do yes or no questions, and always follow up. Also, don’t ask questions that reference more than one problem. It could frustrate the customer and negatively influence your data. The second thing to not do is using internal terminology or acronyms. Some clients don’t know all the jargon in your field of work. The last thing not to do is making the survey too long. Clients want to fill this in 1-2 minutes and not longer. If this is longer, most people won’t finish it, and you won’t have any results. It’s better to have many short surveys than just a couple of big surveys.
What to do with the results
Now comes the most important part, using and measuring the results. There are two options to take here. Whatever method you decide to use, every part of the company must know that they play a role in the experience. Make sure that the results are visible to every department.
– Deep-dive analysis: look for improvements, patterns, and trends.
– Close-loop process: Collecting customer insights and using them to create business outcomes, reach out to customers who submitted negative feedback, and work with teams to solve these matters and find a solution.
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