Loyal customers are one of the essential elements of any successful business. The ability to keep and create loyal customers can make or break your business. Studies show that it’s five times costlier to onboard a new customer than keep an old one. Even though it is more expensive, 44% of businesses are still focused on attracting new over keeping existing customers.
In today’s culture, for businesses to remain relevant, they need to understand and meet customer expectations fully. One of the best ways to discover what customers want or expect is to ask them how they feel about their experience with your brand. Many businesses are utilizing customer surveys to uncover and gain a more in-depth insight into the customer experience.
Top Reasons to Conduct Customer Surveys
If you’re not sure that surveys are right for your brand, take a look at these main reasons why every business should use them.
+ Improve Your Product or Service
Customers buy from you because your products or services fill a need or solve a problem. If they don’t see the value, they won’t return. Customer surveys, especially during the product development phase, ensure that your business solves a real problem. By asking for feedback, you can make sure that you’re fulfilling a specific need and tweak your offerings to deliver more value and increase the customer’s need for your brand.
+ Meet Customer Service Expectations
Asking your existing clients for feedback on their service experience can help you define and refine your process. You can measure your effectiveness through surveys and then work to increase your service, so it meets your customers’ expectations. This information also helps you improve training and educate employees in the areas they struggle the most.
Merely, sending out a survey with no planning, goal, or thought won’t give you the information necessary to be successful.
Customer Survey Best Practices
To help you launch an effective survey campaign, we’ve outlined some best practices below.
1. Keep it Short
When surveys are too long, customers are more likely to get bored halfway through and not finish it. Keep the survey to fewer than ten questions and approximately three to five minutes to fill out. Focusing on a time limit also helps you stick to asking only what is relevant.
Customers are likely to fill out a survey the first time, but if you send another one only a few short weeks later, they are less likely to keep filling them out. Stick to sending surveys after they have a sales interaction or if they haven’t purchased in six months.
Once you collect customer data, it is ready to be reviewed and analyzed. Review the average ratings of your questions to determine how they feel about their experience. Look for trends or similar scores across multiple customers to pinpoint any weak links in the service process. Use these details to discuss the topic and train with your team. The next step is to look at the qualitative responses in the form of written answers. While this won’t give you an “average score,” it can provide insight into the mind of your customer.
Putting it All Together
A well- crafted survey with targeted questions can answer critical business questions that had been left unanswered. Talk to your customers. Learn from them. Once you’ve sent and analyzed your survey, implement changes that are practical for your business and work toward the suggested ideas to improve the customer experience.