When conducted in a periodic manner and its results are comprehensively evaluated, the satisfaction survey can be a very useful business tool.
In order for a business to stand out create a survey online from its competition; they need to offer excellent customer service. A customer may choose us over our competitors because of this. Regular satisfaction surveys are crucial to maintaining and increasing customer satisfaction.
Surveys are data collection tools that allow us to find out what people think and feel about our services in a qualitative and quantitative way. The data allows us to analyze other aspects, including your shopping experience, your opinions about the brand and its service, etc. We will develop appropriate marketing strategies from the results of this tool. Surveys of satisfaction should be used to make short, medium, and long-term decisions.
Customer Satisfaction Surveys Generally Aim to:
- Get to know how satisfied your customers are.
- Knowing your needs is important.
- Keep them satisfied by getting the information they need.
- Identify specific areas where improvements are needed.
- Know what factors contribute to building customer relationships.
Companies use customer satisfaction surveys widely due to their versatility for posting them online or on blogs, and because they’re available in social media, too. Among the benefits they provide are:
Attracts and Retains Customers
A customer wants to feel that their opinion matters and those they’re part of an improvement process.
Having a client-centric organizational culture helps all members to work toward achieving client satisfaction.
How customer satisfaction surveys are designed is a crucial aspect. By designing a short and dynamic survey, we can minimize the risk of not getting useful information since respondent boredom would lead to them not finishing the survey. To maximize response rates, we should design short and simple surveys.
Customer Satisfaction Surveys are Developed as Follows:
- Survey objectives:Identifies what information we want to collect from clients (for example, regarding the staff’s service, the speed of the service, waiting times, the appearance of the facilities, complaints, etc.).
- Measurement scale: We have to decide what scale to use in the survey. In a single survey, one or more scales are available. How to collect data, how to lay out the survey, and how to ask questions will be heavily influenced by the scale to use.
- Choosing the questions to ask: There is no ideal number of questions for a survey, but we must gather all the needed information to meet our objectives. Open or closed questions can be asked.
- Tests: It is recommended that a series of tests be carried out before launching the final customer survey to identify possible errors, such as unclear questions.
- Responses: After we have completed the above steps, our survey can be sent out to our customers. During the survey, we can send e-mails, publish it on a website, use social media, create QR codes, etc.
- Analyzing the results:The second step is crucial since it involves meticulously and precisely reviewing the information that has been provided. Our computers, including SPSS, Excel, etc., can be useful. Let specialized companies handle it.
- Actions:After data is analyzed, it will be necessary to decide on the appropriate course of action and to implement it.
Survey Types and Key Aspects
When designing the satisfaction survey, it is very important to take into account the following key factors or aspects:
- Segmentation:Consists of correctly defining the target of the action and correctly segmenting the database. To do this, we will analyze what data we have about our clients and we will define the selected profile as accurately as possible since, obviously, we are not going to apply the survey to the entire database. This segmentation will determine the content, focus and tone of the satisfaction survey.
- Design of the questions:It is very important to know what data we want to know, select the ideal question and determine how to formulate it so that the client can answer as easily as possible.
- Targeting: Surveys should focus on a specific topic or area to get the most out of it and not disperse the customer.
- Materialization: How we materialize the survey is also a decisive factor. The design, creativity, usability, the correct language and tone, simplicity … will make the survey be attended to a greater or lesser degree.
In general, we can differentiate between three ways of conducting satisfaction surveys:
- Face-to-face:This type of survey has a higher response rate, although it can also have a high bias depending on the place and questions selected. The cost is usually high.
- Online:Cheaper than the previous ones, even free in some cases. The response rate is usually lower.