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Customer satisfaction surveys - are they a good idea?
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2 Answers
Customer satisfaction surveys are always a good idea -- if they're done right. That means you've got to ask your customers meaningful questions, convince them that their answers matter, and use those answers to drive improvements in business processes. This requires a commitment to more than just tossing survey questions "over the fence." Make sure to poke around the Focus Web site for more guidance and information you can use to help to "market" and "sell" the value of customer surveys to relevant stakeholders, from senior executives to customers themselves!
I totally agree with Michael here. Customer service surveys can be an extremely insightful and strategic platform for collecting feedback and opinions about a given topic, namely your business. But, as Michael states, the KEY here is asking the right questions, and asking them in a meaningful way.
For me, there is nothing worse than agreeing to take a survey only to realize the survey is a convoluted attempt to capture my opinions. The trick (from a researcher perspective) is balancing efficiency: You want to be able to have meaningful data that really conveys the answer(s) to the question you're asking... but you also want to be able to compile the data in a clean and time-efficient way. Therefor, it's important to balance the 'controlled' format: (i.e. Rate on a scale of 1-5, Choose only ONE of the following, etc) with a more qualitative format better suited for capturing nuance: (i.e. open ended questions like 'How can make your interaction with us easier and more direct for you'; and open format questions such as 'If you could improve an aspect of your experience with our business, what would it be?') It's important the respondent feels like his or her voice is being heard, and he or she is not being forced to 'pidgeonhole' answers too much.
Furthermore, the real value of collecting feedback comes in actually integrating and implementing it into your business' culture and processes. Convincing your customers that their feedback matters enough to actually do something about it will do more than increase your response rate; it also makes your customers feel like their opinions and their relationship with you matters. As a customer, this is compelling customer service gesture, and it's powerful to see the value of your own feedback. From a business standpoint, implementing customer feedback is where your ROI comes in. Maybe, just maybe your customers really do have bright ideas on where to invest resources and where to abstain. After all, who better to consult than those who comprise your 'demand?'
Good Luck!
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