Most of the clients I've worked with believe they have a good handle on how their
customers feel about their experience with the company and/or the product or service
Yet when asked what
type of measurement system they have in place to regularly track customer satisfaction...sadly
I find it is measured by more of a "gut-feeling" than any true representation.
Further, when I ask how many of their customers would refer their company/product
to others, I find it is more of a "guesstimate." Finally, when I look
for customer testimonials to support their claims, I find few if any (most companies
struggle with how to collect customer testimonials).
Client/Customer Satisfaction Survey is the answer. The best way to find out your
customer satisfaction and loyalty, while collecting strong testimonials you can
use in other sales and marketing tools, is to ask. It's that simple.
maybe it's a little easier said than done! Here are a few tips to make it easier:
The best time to get relevant feedback is when the experience is freshest! For
this reason, I recommend you conduct your survey as soon after you deliver your
product/service as possible. For some companies, this frequency is operationally
burdensome, so I recommend an annual survey at the minimum.
You will want to consider your audience when choosing your survey format (web,
phone, or fax). If you have a small group of customers, you could conduct the
surveys by phone or in-person, however I do find you will receive more candid
responses if done through a web survey.
Be sure to keep your survey to no more than 8 questions so that your respondents
are not overwhelmed. Also, be sure to cover both satisfaction AND loyalty questions
about your company and/or your product.
You must be willing to take action on the results, but more than that you must
tell your customers what actions you plan to take! I recommend a "letter
of action" be sent to all respondents outlining the results and your response
to them. Or, at the very least thank them for their time with a gift (a coffee
card, company promotional item, a book on the industry, or something similar ought
to do the trick.)
are one of the most powerful weapons you have in your sales and marketing toolbox.
However, many companies struggle with how to obtain them. I've found the client
satisfaction survey to be one of the most fertile grounds for these valuable nuggets.
Using the comments provided in the comment box, you should be able to assemble
some excellent testimonials. Your eighth and final question should be aimed at
gaining permission to do so.
a routine operational process for customer satisfaction surveys will help you
retain happy customers, and provide the testimonial quotes needed to share their
satisfaction with your prospects!
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