Marketing Consulting

The Power of a Customer Satisfaction Survey

Customers (also called clients in some industries) are the basis of your business: No customers = No business.

So why not find out what they think, what they like and what they dislike?

Customers’ views and opinions are very critical to business success. Research shows that organisations that listen to their customers enjoy more success that the organisations that do not.

Even the large organisations that are powerful enough to create trends, often do market research, or “customer testing” (sometimes openly, sometimes discretely), to find out their customers’ opinion.

How can you find out what your customers really want?

Easy, you just ask them.

How can you ask them?

Depending on your industry, you would do it face–to face, via telephone, via emails, via normal mail or via your website.

What questions should you ask?

Well, this is where the professionals come in. To begin with, they explain to you the pros and cons of each survey support. Then, they design with you a questionnaire that will provide the information you are after.

What information do you get out of a Customer Satisfaction Survey?

A lot! The survey will provide you with the following information:

  1. The perceived strengths of your business (some you may not be aware of), that you can capitalise on and put forward in all communications with existing and prospective customers.
  2. The perceive weaknesses of you business and where your products or services should be improved (this is very important to retain your customers and make sure they don’t switch to the competition).
  3. If the sample surveyed includes customers that have not purchased in the last 6 to 12 months, you may learn why they left your business (Which is instrumental if you want to regain them).
  4. Last but not least, you will learn about the general expectations of future customers, which could be the guide for your corporate image (leaflets, brochure, website, communications, advertising, etc.) in order to give your future customers what they want. This should improve substantially your conversion ratio from prospects to customers. Imagine if a fashion clothes shop would know what attracts customers: They would put it in the window and everyone passing in front of the store would not be able to resist. They would go in and purchase!

Can you do it yourselves?

You can try, but do keep two important facts in mind:

– First, you need expertise to create an efficient questionnaire;

– Second, the people surveyed feel more comfortable and reveal a lot more to a third party than to the business itself…
Several of our clients have enjoyed the benefits of a Customer Satisfaction Survey that we have conducted for them.
Don’t hesitate to contact us and discuss your needs.

Have a great week!