Why Customer Satisfaction Surveys Matter For Today’s Businesses.
Customer satisfaction surveys allow businesses to find out what their audience thinks about the services they provide. With a survey, you can better assess how your customers feel about your product, services, or general business processes. Customer surveys can be conducted online, offline, or on both fronts.
At the end of the process, you will discover information that will help reposition your business for greater growth and success. Here’s a closer look at why customer satisfaction surveys are important.
Measure Customer Satisfaction
There is a link between customer satisfaction and business performance. If your customers are happy, you will generate more revenue and reallocate customer retention costs elsewhere. To reap the benefits of a strong brand identity, you need to offer your highest quality products and services that are accessible across multiple devices, as well as make sure your customers are happy.
The best way to do this is through a customer satisfaction survey. Using rating-based survey questions, you can discover the common sentiments of your customers and draw conclusions about your brand’s perspectives. A common example of a rating-based survey is a simple survey where your customers rate a product or service from 0 to 10 (0 being extremely negative and 10 being extremely positive).
Discover Opportunities to Improve Your Product or Service
The most comprehensive market research is not enough to tell you exactly how your customers will receive your products or services. The average customer can quickly spot flaws in your products or business processes. Additionally, the needs of your target market will change from time to time.
The best way to do this is through a customer satisfaction survey. Using rating-based survey questions, you can discover the common sentiments of your customers and draw conclusions about your brand’s perspectives. A common example of a rating-based survey is a simple survey where your customers rate a product or service from 0 to 10 (0 being extremely negative and 10 being extremely positive).
Customer satisfaction surveys make it easy to get an idea of what’s working and what’s not when it comes to your products and services. You can learn more about the advantages and disadvantages of your products and services using the obtained customer statistics. This will help you better solve your customers’ problems and fulfill their needs.
Make Your Customers Feel Valued
When you ask your customers to take surveys, you’re communicating the fact that you value their opinion. It also shows that you want them to play a role in shaping your business, making them feel more connected to the brand.
Plus, when you ask people what they think of your service or product, they’ll feel like you’re not just after their money, but more about meeting their needs. It’s a great way to turn your customers into brand ambassadors.
Improve Customer Retention
Dissatisfied customers will take money that should have gone to your business elsewhere. Satisfied customers will stay loyal for as long as possible. Using customer satisfaction surveys, you can increase the number of customers who stick with your brand.
Remember, you can spend five times as much to replace every customer you don’t keep. By knowing how your customers feel about your brand, you can respond to potential triggers that cause you to lose customer loyalty. If you listen to a customer’s complaints and act on them, they are more likely to remain loyal compared to a customer who has never had any problems with your business in the past.
If you operate in a competitive space, you must always remember that customers chose you over dozens of other options. Use customer satisfaction surveys to make sure your customers never have a reason to leave.
Create Social Proof for Your Brand
More than ever, people rely on the recommendations of other consumers to guide their decision-making process. A publicly available customer satisfaction survey that paints your brand in a positive light can do a lot for your customer acquisition.
Moreover, a satisfied customer is generally good for your brand’s social image. Collecting the social proof for eCommerce is essential because when a happy customer mentions something positive about your brand on social media, the thousands of impressions generated can help you get more leads and paying customers. Likewise, negative comments will make people afraid of patronizing your business — including people who only heard about your business through this review.
This is why customer satisfaction surveys should be used to keep the number of satisfied customers as high as possible. Remember, these happy comments can serve as references for your business and remain valid for many years, offering you an evergreen way to promote your brand.
The same is the case with word-of-mouth marketing. Here is an example. Let’s say you’re traveling to a new city for a few days and you’re looking for an affordable hotel. Who will you trust more, Google reviews and social media opinions or the recommendation of a friend who returned from the same city a few weeks ago?
If you chose the latter, you are not alone. Many people will do the same. Now, if the word of mouth about the hotel options were negative, you would completely remove them from your list of potential hotels to sponsor.
This is why customer satisfaction surveys are more important than ever. With an army of satisfied customers with your business, you’ll enjoy positive social proof and word-of-mouth advertising, both of which can lead to higher quality leads and ultimately faster conversions.
Generating Data for Business Decisions
In a highly competitive market, you cannot afford to make business decisions on a whim. Customer satisfaction surveys offer you an excellent way to generate actionable data that can guide your future business strategies. Which parts of your business should have more budget resources?
Should you start a new offline business? Should you be spending more money on your digital or offline marketing? With data from your customer satisfaction surveys, you can make decisions that will bring the highest return for your brand.
Personalize the Customer Experience
In a highly competitive business space, customer experience is one of the strongest unique selling points for most brands. How do your customers perceive your company’s support? Is there a personal connection?
Think how Apple users can happily talk for hours with anyone who cares about why they love the products. Can your customers ever get to that level with your brand? It can be difficult to get that level of loyalty from Apple, but with a personalized customer experience, you can get really close.
Properly segmented customer satisfaction surveys help you connect with your audience on a more personal level. This will increase their connection with your brand and also simplify customer retention.
How to Conduct Successful Customer Satisfaction Surveys
To ensure that your customer satisfaction survey elicits a sufficient response from your audience, you should do a few things:
Choose the right customer feedback survey channel
Are your customers super social? Are they a little more open to deeper exploration? The first group may prefer a simple poll-style survey where one or two clicks are all it takes to complete the survey. In this situation, a social media poll or the email may be the best channel for your survey.
The other group, on the contrary, will feel that the survey is serious only if it contains 5–7 questions. Email, a web form, or even an offline form can also be the preferred channel. Find out what works for your brand based on the demographics you provide.
Keep survey questions short, simple and relevant
Regardless of the survey channels you choose, it’s important to keep things short and simple. Attention spans are shorter than ever across all demographics today, so any question that’s longer than a few words will tire people out quickly. In the same vein, the questions must be relevant to the customer satisfaction campaign. For example, in such a survey, you don’t need to ask customers to help you choose a brand color.
Use A/B testing to find out what works
There are many factors that can affect the success of a survey campaign. Survey content design, ease of access, and delivery channel are just a few. Try different campaign styles using different combinations of these factors to see what works best.
Don’t ignore the customer journey
A customer who has just landed on your website for the first time or who has completed their first purchase may not be in the mood to take a customer satisfaction survey. This is why you need to think carefully about the customer journey when running survey campaigns. Plus, you’re most likely to get better insight from customers who have been with your brand long enough to have an opinion about your brand.
Consider incentives
You may need to offer rewards to get customers to spend the few minutes it takes to complete a survey. These could be discounts, promo codes, the chance to enter for a grand prize, etc. Most people will ignore a survey unless they are prompted to complete it.
The best way to do this is with free services. However, it is important that you put checks in place to ensure that survey response are as honest as possible and not just for the chance to win something. Two good tips here:
Make sure that only customers with purchase history can participate in the survey
Please provide a minimum number of characters for open-ended responses
Conclusion
Customer satisfaction surveys are a must for any brand in today’s highly competitive environment. They are your best bet to determine if your product and services are leaving the right level of impact on your target audience.
It’s also a great way to generate useful insights into your customers’ behavior. However, the success or failure of your customer satisfaction survey campaigns depends on your execution. Remember to always thank your customers for their feedback, even if it’s not positive.
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