Why should you bother?

The life blood of any business is good customer service. Although you should try and attract new customers good customer service will help generate customer loyalty and encourage 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 show that you care and are proactive in looking for ways to improve the service that you provide.

Where do you start?

Objective - Before you start compiling your survey consider what the objectives of the survey are, in that way you will remain focused and find it easier to decide what questions to ask.

Analysis - In addition to the objective consider also how you will analyse the answers having completed the survey.

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

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

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

It is important that before you publish the survey that you check that the questions you have asked will provide you with market research data that when analyzed will help you make informed decisions.

Next, 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 child-friendly even beyond the customers who 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 questions 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 - Is it easy for your customers to communicate with you?

When customers telephone are their calls answered quickly; are their 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 there are 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 all your employees are perceived by your customers as being 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.

Regardless of the store being a bricks and mortar or purely online web based store, is the store properly laid out and can your customers find what they need and is there sufficient detailed information and help on hand to explain how a particular product works?

The right quality products – In addition to measuring the quality of the service that you provide you should ensure make sure that the products and services that you provide do fully match your customers’ requirements.

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

Is your business associated with value for money by your customers, if not, why not?

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

Are you doing everything you can to avoid any delay?

Customers like to be treated as individuals, how do you treat your customers? Attention is appreciated but it needs to be followed up with a quick and satisfactory resolution to 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 you try to understand your customers the better you will be able to target your business.

As part of the survey allow your customers the opportunity to highlight any problems that they may have and provide you with contact details so that their problems might be later addressed and their concerns followed up.

What is next?

Having completed the survey analyze the results.

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

Ask yourself if any criticism is valid, be honest to yourself, is there anything that can be done to properly resolve, or at the very least, 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 has raised a specific issue through completing a survey ensure that they are contacted and that their complaint is properly addressed.

Don’t squander the opportunity to resolve a problem and keep a customer.

Continuously Monitor - Make changes and then measure by issuing further surveys.

To view a sample customer satisfaction survey for a store that demonstrates some of the above advice please visit:- Sample Customer Survey