Why should you bother?

The life blood of any business is good customer service. Although new customers are important good customer service will help generate customer loyalty and repeat business. With every satisfied customer your business is likely to go on and secure many more customers through recommendations and if you do not take proper care of your customers there is probably a competitor waiting in the wings that will.

A customer satisfaction survey will help by not only identifying problem areas but will also demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.

Where to start?

Objective - Before you start creating your survey clarify the objectives of the survey, in that way you will find it easier to decide what are the right questions to ask.

Analysis - In addition to the objectives consider how you will analyze the answers having completed the survey.

Bare in mind that ‘closed’ questions (where the respondents are asked to choose from a limited number of responses) are easier to analyse than questions that are ‘open’ (where the respondent can reply in anyway they want).

A great deal will depend on the likely volume of respondents, the higher the volume the more important it is to have an easy method of analysing the results.

Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to publicise aspects of your service that your customers may not be aware of.

After you have drafted your survey read through the survey from a market research view point and check that you are asking the right questions in the right way and that with the feedback information you will be able to properly analyze the data allowing you to make informed decisions.

Then, read through the survey from a marketing view point, check that you have phrased each question so that every opportunity has been taken to promote your business?

The ideal question will perform the following three functions:-

• Market research - provide valuable feedback to help you improve your customer satisfaction levels and in turn your business
• Marketing - promote aspects of your business
• Information/Education - advertise a service that you provide that your customers may not have been unaware of

For example:- Do you find the in-store baby changing facilities useful?

In asking this question the store will hopefully not only receive useful feedback on the baby changing facility but they will also promote the store as being a child-friendly and caring store even to those the customers who do not actually require the facility.

Warts and all – to maximise the benefit from a customer survey you must be prepared to take criticism.

A customer satisfaction survey should be designed to highlight problems so that they can be addressed; regular customer satisfaction will prevent complacency and will also give early warning on where your competitors initiatives may be losing you business.

What should you ask?

Depending on their own particular size and makeup each business is likely to have unique factors in relation to providing good customer services however there are common areas relevant to all businesses be they a physical store, online store or a service industry. The following are some key areas to providing good customer service.

Communication - Are you confident that you make it easy for your customers to contact you?

When a customer telephones is their call answered promptly; are enquiries about products or services handled properly? A good business will make every effort to ensure that whatever the customers query it is resolved by the right person, politely, quickly and fairly.

If customers reported problems that cannot be resolvable immediately do you promise to respond in a given time period and do you deliver on your promise?

Use a customer satisfaction survey to check that your customers find your staff to be helpful, courteous and knowledgeable.

Location – Do your customers find it easy to visit you, if a physical store, is it conveniently located with good access?

Making it pleasant, making it easy - For a virtual business it is important to ensure that your website is aesthetically pleasing and easy to use.

Physical store or online website, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?

The right quality products – Not only should you measure the quality of the service that you provide but you should check that the products and services that you market are what the customer wants and closely match their expectations.

Value for money – Cheap or expensive is rarely a good measure, value for money is.

Are the products you sell or the services you provide considered by your customers to be value for money, if not, why not?

Speed and attention – Regardless of the type of business most customers will want to be dealt with quickly but attentively.

Are you doing everything you can to avoid delays?

Customers like to be treated as individuals, how do you treat your customers? Attention is important but so is a quick and satisfactory resolution of the query.

Demographics and Specific issues – Take the opportunity to profile your customers, for example their gender, age group and where they live?

The more knowledge you have of your customers the more information you will have to better target your business.

For customers who have specific problems allow them to provide details and contact details.

What is next?

Having completed the survey analyse the results.

Trends – Look for specific and common areas where the service needs improving.

Ask yourself if any criticism is valid and is there anything that can be done to resolve or minimise the problem?

Training – Are all employees properly trained and do they have sufficient knowledge?

Where customer service training programs have been implemented have they had the desired effect and improved the customer experience?

Follow-up – If a customer who has completed a survey has raised a specific issue do all you can to ensure that their complaint is addressed.

Do not waste an opportunity to resolve a problem and keep a customer.

Continuously Monitor - Make changes based on the survey results and then re-measure by issuing further surveys.

If you are concerned about customer satisfaction and would like to view a sample survey for a store that will demonstrate some of the above advice please view the Sample Customer Survey