How to Create Customer Satisfaction Surveys
Methods of Feedback to Improve Customer Service and Retention
Dec 2, 2009 James ClausenCustomer satisfaction surveys are an excellent tool for gauging how consumers view the company’s ability to service their needs. It’s important to know customers viewpoints about the company, but the survey is much more than just a tool to see how good of a job the company’s doing. The customer satisfaction survey’s more important function is to help analyze the company’s weak points.
Customer Retention and Customer Satisfaction
One of the most important factors for any business is to create a large customer base. In order to grow a customer base, the company must focus on customer retention. In order to have a high level of customer retention, the customers must be happy with the level of service they receive. Surveys should be viewed as means to make improvements to improve the level of service to exceed customer’s expectations.
Customer Satisfaction Survey Question Structure
The survey questions should be structured in a way that allows the company to examine weaknesses for issues the customers feel are important. In order to find out what issues are important to customers, look at it from the consumer’s perspective. Have management talk to customers and ask them what’s important to them. Creating a survey that doesn’t ask the right questions, of what’s important to keep a customer satisfied, is a waste of time and money.
Customer Satisfaction Survey – High Return Rates
One of the best methods to increase the return rate is to give the customer some type of incentive. Giving the consumer something of value for taking a survey serves two purposes. First, of course, it gets them to fill out the survey. Secondly it can build on customer retention because it gets them back into the store. Some examples of an incentive for filling out a survey could include:
- Restaurant – free appetizer
- Auto repair – free oil change
- Motel – third night free on next visit
These are just some examples. Other incentives could simply include a percentage discount on their next visit. It’s important to get a large number of surveys returned because it creates a more accurate picture of areas that need to be improved upon. Often consumers that are upset will fill out a survey, but it’s important to get middle of the road as well as happy customers input for better accuracy.
One of the best methods for a survey is to create a 1 through 5 satisfaction rating for each question. Once the surveys are returned, they need to be analyzed to determine areas for improvement. Compile the ratings and calculate an average rating for each question. This can be easily accomplished using a spreadsheet. An in-house survey can be conducted or an outside company that specializes in customer satisfaction surveys is another option.
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© 2009 James Clausen
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