Customer satisfaction ratings
reflect their perception of a company’s activities. Therefore companies focus
on improving customer service to retain existing and gain new customers. Effective
customer satisfaction surveys provide the insights to create and reinforce pleasurable
customer experiences. Consider the following steps to develop effective surveys
that turn into the timely data-driven decisions:
1. Define your goals
The goals of the customer
survey execution define the questions that should be asked. So, the first step
in creating a customer survey is to answer the question “Why do we need this
information”? “To improve service”, “to increase customer loyalty”, “to
identify how the company stands against it’s competitors”…Answers can
vary. The overall goal of all customer
surveys is to find out whether customers are satisfied or not. To get more
detailed information you need to set more specific targets like identifying
company’s rating, evaluating certain aspects or areas of service, gathering
demographic data from the customers and so on.
2. Select your survey tool
Traditional paper-based surveys
take a lot of time due to manual data entry, causing customers’ denial to
answer the questions. Having the up-to-date data collection instruments like field marketing software allows field reps to
significantly reduce the time of data entry, paying maximum attention to
interaction with customers and being personal instead of concentrating on
filling out paper forms.
The moment and the place where
the data is captured can make all the difference in the overall value of your
survey results. That’s why the most sophisticated field marketing software
vendors offer customers offline functionality,
allowing field reps to quickly conduct surveys even when Internet connection is
unavailable.
3. Develop a
To get the right information
you should ask the right questions. Field
marketing software allows creating various customer feedback forms in just
a click of a button. Keep your survey length short and questions clear to engage
customers and keep them focused, ask between 5 – 10 questions. All the
questions should meet the goal of your survey and be specific (E.g. the
question “Do you regularly buy XXX milk?” is deficiently specific, the better
choice is to ask “Do you buy XXX milk at least once a week”?). Allow some
open-ended questions at the end to identify what areas your customers are most
concerned about.
By moving your customers survey
execution to VisitBasis, you gain access to the comprehensive survey tool with offline
data collection capabilities. Powerful task-builder lets you create the optimal questionnaires for your customers promoting engagement and producing valuable results to act on. Sign up today for a
free trial at www.visitbasis.com or book a demo to see how it works.
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