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The Power of Customer Surveys

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Think customer surveys are a waste of time? If you do, then you're not doing them right! Click through to learn how to create useful customer surveys.

Customer surveys aren’t a priority to a lot of businesses. Business owners wonder if it’s really worth the effort, and sometimes money, to survey customers. We’re here to tell you it’s definitely worth it!

Customer surveys hold a lot of power. They give your happy and unhappy customers a chance to let you know what you’re doing right and what you’re doing wrong. Plus, it gives unhappy customers an productive outlet to express their frustrations. Did you know, that a dissatisfied customer will tell 9-15 people about their experience, according to a study by the White House Office of Consumer Affairs. Instead of having them tell other potential customers about their experience you can have them tell you directly, which gives you a chance to fix it!

These four tips will help you craft a great customer survey!

Include Your Branding

The first thing you want to do when you’re creating your customer survey is add your branding to it. You want your customers to know that they’re interacting with your business.

Going above a basic template and including your brand’s images and colors will help keep your customer focused on you during the survey. This is also a great chance to use your voice. Remember, this is another interaction between your business and your customers, so treat it just like any other interaction. Make it a great experience.

Ask the Right Questions

Great customer surveys are short and to the point. At most there should be 10 questions. Most of these questions should be multiple choice, or on a rating scale, but you have to include space for people to give feedback in their own words.

Here are a few things you should consider when you’re generating questions for your survey.

  • The interactions between the customer and your business
  • How your team’s performance has been. Include back office staff as well!
  • Overall satisfaction
  • Value of your products or services

One thing you should avoid when crafting your questions is asking leading questions. If your questions are worded so that it makes you sound amazing, then it really turns people off to your business. Customers want to know that you’re humble and open to criticism, whether it is good or bad.

Allow for Open Feedback

Allowing open feedback is how you can get real opinions and suggestions on how to improve your business, or learn if what you’re doing is really working.

You can add a spot for feedback after each question with a rating, so that people can expand on why they gave you the rating they did. Or you can ask open ended questions so that your customer can respond with their opinion. However, you don’t want to make too many questions open ended because it may turn people off to your survey. Remember, this shouldn’t take up too much of your customer’s time.

Follow up

Here’s where you take a customer survey and use it to blow every other business out of the water. It’s great to send out a generic thank you email after taking a survey, but when you follow up with something of value to someone who has taken the time to finish the survey that’s what really counts.

If someone has complimented your business, take the opportunity to show them how much you appreciate their business. Sending a note or even a gift card can show them how much you appreciate them.

Now, if someone has given you bad feedback, it’s critical that you follow up. This is where you can turn their experience around. First, apologize that their interaction wasn’t anything but satisfactory. If they gave you any specifics on how you could improve, tell them that you’ve read their suggestions and are going to try implementing them into your business. If there is anything else you can do to change their opinion, do it. There are so many people who hate a company but their opinions are completely changed by good customer service! It’s worth the effort.

Think customer surveys are a waste of time? If you do, then you're not doing them right! Click through to learn how to create useful customer surveys.
Ben Sutton

Ben Sutton

Ben Sutton is the founder of Mazuma USA, an accounting firm providing tax, bookkeeping and payroll services to small businesses. Since founding Mazuma, Ben has established himself as an expert in the small business world. He’s still driven by that same desire to provide accounting help to all small businesses – from photographers, bloggers and creatives to lawyers, doctors, and dentists, everyone needs affordable accounting help. Ben is a Certified Public Accountant, and a member of the American Institute of Certified Public Accountants. But Ben considers his greatest achievement and credential to be his happy wife and four children.

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