‘Ask and you shall receive’ is a popular adage that many businesses might have failed to channel. Sometimes, when you’re not sure where your market is heading, all you have to do is ask your customers about it. A few spontaneous questions can lead to valuable insights on how you can understand your customers so you can quantify what’s useful and what’s not. This is where the art of customer satisfaction survey comes in. But, can it really predict your business success?
Measuring Customers’ Perceptions is the Key
For your customer satisfaction survey program to be effective, you must focus on measuring your customers’ perceptions. It’s a no-brainer that customer satisfaction is directly proportional to brand loyalty and understanding your customers’ sentiment may be a bit tricky in the beginning. When done correctly, you can monitor your relationship with them, so you can improve overall customer experience with your brand. This is why it is absolutely important that your survey reflects what your respondents really care about.
Dispelling the Customer Survey Satisfaction Myths
Take note that a traditional survey can work for.. or against you, and it doesn’t have to do with innovation at all. Unlike popular beliefs, getting the feedback of your customers is not a luxury metric for large businesses. You don’t have to shell out big bucks and spend lots of time in conducting a large-scale research, thanks to online tools these days. Another fallacy of these types of surveys is that the more questions you ask, the more info you’ll get. It will depend on the quality of your questions, no matter how short your survey is. When you ask it right, you can actually produce not just a report; but using the data to come up with results, like making fixes to your products or service offering. Still, just because you’ve asked doesn’t mean answers will come pouring. This is why it is important not just to ask, but to give your customers a true means of sharing their feedback.
Going Beyond the Usual
If you’re looking for new ways of doing business so you can stay ahead of the game, you have to go beyond the traditional survey setup and simply deliver on your brand promise. Besides, no two customers are alike and their behavior can be misinterpreted if you focus on feedback alone. Customers may not always tell you when they’re happy about your brand but when they’re not, you need to keep your eyes and ears open. And with the amount of information available to everyone these days, one bad word about your brand is like a nuke exploding on the Web. Satisfaction may not mean loyalty at all and building a lasting connection with your customers is what makes a whole lot of difference.
The only question now is: Will fixing the problem lead to a satisfied customer?