A company never wants to do business wrong or fail its customers; however, at the same time, it’s important to know when it does. The reality of the matter is that every company has a misstep from time to time, and the only way to correct this is to garner constructive and actionable feedback from the parties most affected by this: the customer.
Feedback is undeniably one of the most important tools in any company’s belt; it allows for reflection and the opportunity to right any problems. More than this, though, it provides the possibility of expanding business and moving into areas that would benefit the customer and the company alike.
The issue here lies in how to go about effectively collecting feedback. For example, a common error is using a blanket form to collect data for all services that might have been rendered. The more complex and involved a survey is, the less likely a customer is to take the time needed to fill it out. You’re asking for your customers’ time, be respectful of that and make it easy for them to help you. Keep questions pointed, brief and few.
Another important aspect of this is the need to ask everyone. A reported 10 to 15 percent is an average response rate for a completed customer satisfaction survey. By limiting the survey pool and targeting an audience, the number of respondents can be drastically reduced. This idea leads to the all-encompassing temptation to make the “catch-all” survey. Instead, think of a way to develop specific questions to accompany specific services. The right call center software should make numerous services available to do just that. For instance, if the customer is only a subscriber to Web-based information, avoid asking them about telephony issues.
By being deliberate and intentional with your goals, a successful customer survey will lead to a better company experience.
