Capture Feedback With a Customer Satisfaction Survey
If you want to know what your customer's think, ask them!
The purpose of a customer satisfaction survey is to gain an overall
understanding of how a customer feels about a company's product or
service, then use the data gathered to make improvements.
A feedback survey can also be conducted by organizations when they want
to ascertain facts about a certain topic.
When implementing a customer perception study it's important the right
questions are asked. These questions should meet the needs of customers,
whilst at the same time fit with the goals of your company.
Ultimately, the success of a customer survey will be measured by the
corrective actions it prompts.
Satisfaction surveys can be carried out over the phone, face-to-face, by
letter, email or via the web. In order to gain a good range of opinions,
a high response rate is important.
Questionnaires addressed personally to a customer, asking specific
questions based on a recent purchase or experience, generally receive
better quality feedback.
Data gathered can be performance benchmarked with industry peers and
service delivery organisations, revealing opportunities for improvement.
One thing to remember is that when you are asking happy customers if
they’re satisfied, your results will be overwhelmingly positive. On the
other hand, ask customers who have returned products or cancelled orders
and its likely you’ll see more negative feedback.
You can either conduct the survey yourselves (in-house) or appoint a
survey company (outsource). Either way, customer satisfaction surveys
are a great way to hear the "voice of the customer"
