The smartest business owners know that this is the perfect time to assess your customer satisfaction. It is in the interest of your business to learn as much as possible about the kind of shopping experience your customers get from your product or services. For example, Lowes Survey offers an effective, targeted approach to getting feedback from your clients.
The trick is in learning how to develop a survey that is interesting for your customer to take. Surveys are time-tested tools for directly asking your customers how they feel about your products or services. So how do you get the most out of your surveys.
Identify Your Goal
With the internet, smartphones, and social media, it is easier than ever to survey your base. However, this fact doesn’t automatically guarantee success in any way. Keep in mind that not even Fortune500 Companies are immune to survey fails.
The idea that you want to improve the overall customer experience is a clear goal. However, it is easy to get distracted and find yourself wandering off to multiple topics. If you are interested in getting feedback on your product, then stick to that.
Pursue the Most Effective Channel
Since there are several ways to deliver a survey to your clients, you are not limited to a single channel. The essential thing is to track results and evaluate the pros and cons of every channel. Emails are the most effective tactics, but the downside is a declining response rate.
If you have an app or website, you can pop up some questions, but not every visitor is a client, leading to inaccurate results. Alternatively, you can share a survey via social media, but this channel shares the same downsides as a website.
Respect Your Audience’s Time
Everywhere you go, you can expect to have a customer care representative. As such, keep that at the top of your mind to prepare a survey for your customers. An effective survey would not take up more than a ‘minute or two’ of the customer’s time.
Most people are turned off by request to take a survey. Even your most loyal customer will not spend more than a ‘minute or two,’ if any, to fill out a survey from you. The longer a survey, the less effective it becomes.
Ask Open-Ended and Neutral Questions.
Avoid skewing the questions in your favour, rather ask direct questions, but stay clear of your customer’s privacy. You can learn a great deal by including ‘yes or no’ and multiple-choice questions. Adding questions that allow the respondents to add answers will tell you something you may not have thought about.
Involuntary questions such as ‘please share your thoughts and comments here’ should be considered as well. While it is natural to want positive feedback, don’t let this lead you to rig the survey in your favour. Allow your clients to express their true feelings.
Offer an Incentive
A research study by Forrester Research found that businesses that failed to provide survey-takers with an incentive failed. First off, customers didn’t respond to the survey, and the customer experience derailed for three years.
Final Words
Every business depends on a survey for a variety of reasons. Surveys allow you to unlock the true feeling of your customers.
