One significant issue companies face today is attracting new clients. However, even when customers buy a product or service once, they may not come back. The product or service may not be what they expected, and outside factors often cause customers to move on. To retain quality customers, take steps designed to keep them happy.
Companies often fail to discover customers are unhappy until it’s too late to resolve an issue. While there are numerous factors that create that type of feeling, many problems can be overcome when companies know an issue exists. That’s where customer surveys enter the picture. Here are just a few ways to make customer surveys work for an organization.
Personalize Surveys
Every customer experiences different conditions, cultural biases, and needs. To ensure a survey is designed to meet a company’s needs, tailoring the questions used is crucial. Customers may not be enthusiastic about filling out surveys, but if the questions in those surveys are worded properly, they’ll generally see the value. Providers like Delighted work with clients to ensure questions are well-designed.
Make sure the survey benefits the customer. Asking about a customer’s needs, personnel preferences, and buying preferences lets customers know the company is thinking about their well-being. The point here is to discover what is important to different customers.
Make the Surveys Easy to Take
Customers are far more likely to take a survey seriously if companies they deal with make that survey easy to take. Customers are rarely willing to take a survey that requires too much time or effort. In other words, short, clear, and concise surveys are generally better received, according to realtimecampaign.com. If one is unsure how to proceed, view website for additional advice.
At the same time, allow customers to access the survey from a variety of platforms. For example, customers working at a brick-and-mortar location may link directly from their desktop computers. Customers who work in the field may find it’s more convenient to access a survey from the company’s website. Today, many customers are working remotely and might prefer to obtain a link via email.
Always take steps to make the survey easy to take regardless of the customer’s location. Take the time to spell out 10 factors to consider when assessing the customer journey when designing surveys. Careful planning increases the validity of the survey results.
Act on the Survey’s Results
Once the survey results are compiled, don’t simply look at them and move on without taking some action. Customers want to know a company listened to their concerns and acted on them rather than simply acknowledging them. Company owners who act on the results of a survey are more likely to be viewed positively by customers. When possible, let participants know the results of the survey and outline changes made as a result. Customers who see a company follow through and actually implement updates due to the concerns of customers feel empowered and encouraged to come back.
Use Surveys Wisely
Everyone involved benefits when surveys are designed, implemented and acted on. Take the time now to discover how customer surveys boost business in a competitive marketing environment.
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