As a business that puts a premium on its call center support services to keep your customers satisfied, reaching out to them and soliciting their feedback are some of your most important tasks. Measuring customer satisfaction through surveys and interviews can guide you in enhancing different areas of your business.
If you are about to build a customer satisfaction survey program, there are actually some things you need to keep in mind to produce valuable insights. Here are some pointers that can help you improve your current survey program or build one from scratch.
1. Establish main goals
Before listing down the questions you want to ask your customers, step back and assess what you truly want to find out or measure through your survey. If you aimlessly ask people questions without a clear purpose, then your survey program will lack direction and may just turn survey respondents off. What kind of data do you want to gain? Why will they be of value?
Most surveys are created to collect data concerning these business areas:
- Overall customer experience
- Products and services
- Sales process and after-sales support
- Customer support
- Membership concerns
2. Be proactive, not reactive
Surveys are conducted to make sure your business meets your customers’ expectations. Do not wait for your customers to raise undesirable experiences before conducting one. Use the surveys as an opportunity to resolve issues as early as possible. You must also be open to receiving customer opinions that may not be helpful at all or those that were written out of frustration. These opinions are normally handled differently and excluded from the data analysis.
3. Follow a survey schedule
Setting a schedule is a good way to make sure that you will conduct surveys on a regular basis. This also means that your surveys must be ready ahead of time, so that they can be tested with a sample group of respondents and be modified accordingly. Your survey schedule depends on the nature of your business and how often your service areas are exposed to customers. Some do it monthly, while retail businesses do it more often during product launches. You must therefore coincide you survey with your calendar of activities and business improvement meetings.
Customers will always have opinions that you can use to improve your services. The question is: are you doing something to listen to these feedback? The time and effort you invest in building a customer satisfaction survey program can later merit you valuable insights from the very people who support your brand.