Customer Satisfaction Survey: Are You Looking for Business Growth?
Recently, I wrote about re-engaging with lost customers. One of the steps to reconnect is to create a customer satisfaction survey. A customer-focused satisfaction survey provides the feedback you need to inform your strategies for growth.
We are experiencing an environment where you need to be extra sensitive to the markets you serve. After a year of lock-down, stress and Zoom calls, we’re starting to see businesses reopen. I’m sure you have questions, such as:
- Will your customers return to their previous business model?
- Will they be in their offices or work remotely?
- What will happen in one month, three months, and 12 months?
There are many questions that need answers, which may not be imminent. Additionally, you need to be agile enough to change with your customers’ needs and also be in tune with where they are today and how they will get to their tomorrow.
Gartner research shows that 75% of organizations have proved that customer satisfaction leads to revenue growth through increased retention or lifetime value.
So let’s start at the beginning, what exactly do we need to do to create a customer satisfaction survey? There are a few areas that you need to consider.
What is the goal of your survey?
What information are you looking to receive that will help you grow your business through retention and lifetime value? Ask these three questions:
- Who are the questions for?
- What topics are we asking about?
- How are we going to use the information?
What are the questions?
You may be looking for product feedback, customer service evaluation or improvement, or a reason for a decline in sales. Or you may want to ask questions about how you can help grow your customer’s business in 2021?
Create specific, focused questions. Work with different teams within your organization to contribute to the questions to help ensure that your focus and intention are on track.
What is the length of the survey?
Assuming you’re thinking about deploying your first survey, keep in short, three to five questions. People will complete surveys that are quick and easy to finish. This also reduces abandonment.
How often should we conduct a survey?
A survey shouldn’t be a one-time project. You need to continually reach out and engage with your customers. At the end of your survey, ask if they would participate in your next survey. The reason for the survey is to work on improving your customer’s satisfaction, you can show success by showing improvement in your results.
Share the information.
Your customers like working with you. They want to see you succeed. Share the feedback. Good news is always important to share and you can describe the ways you are addressing areas for improvement.
Now is the time to formulate a customer survey plan. With solid input from a survey, you will be able to fine tune your growth strategy. Your shop has changed, your customers have adjusted their business you have the opportunity to be the best partner possible. Get input from the most important resource – your customers.
It may be time to survey your customers. Leave a comment, share the post, visit my website, KimberlyMeyers.com or call me direct 646.320.8854 for more information. Let’s connect.
Kimberly Meyers is the principal at Kimberly Meyers & Associates, a marketing consulting firm. Kimberly is a Marketing VP for hire. She develops marketing solutions based on strategic assessment of her client’s business, sales and marketing requirements. She lives by the philosophy of ensuring the appropriate message and content is delivered to the target audience – always, focusing on customer needs and satisfaction. Kimberly welcomes your connection at email@example.com.