There is no doubt that a successful business is the dream of any entrepreneur in North America. The easiest way to make that dream come true is to ensure that the customer is totally satisfied with your product or brand. The most successful companies are those who give their clients the opportunity to speak aloud, they listen to the complaints and they always try to improve their services based on the customer’s opinions.
Advantages
There are many advantages that a customer satisfaction survey can provide to small business, from pointing out the opinion of the consumer, to allowing them to suggest improvements for the brand or product. The customer satisfaction survey is the easiest way to invite the customer to get closer to the company. That way, the client will feel important to the organization and consequently, they will be more comfortable expressing their opinions and suggestions.
Feedback
The feedback provided by the consumers on customer surveys is absolutely valuable for any business. It is not always possible to know about all of the requests made by the company’s public without letting them speak about it. Customer surveys should be designed to influence the client to give their honest impression about a specific product, which helps in the optimization process of the brand.
Listening and Understanding the client’s needs
Every customer has the right to express his or her own opinion and not everyone thinks the same way. However, a customer survey can allow the clientele to point out whether they are satisfied with the company’s services or not.
In addition, the company needs to provide the right questions in order to obtain the best results from the survey. It is not only important to ask, but it is also essential to understand the responses. The company needs to ensure that all the departments are aware of the customer’s feedback and requests, that way they can work together to generate improvements.
Customer Retention
The results of customer surveys can cause a huge impact on a business, and this depends on the way they are conducted. If the consumer requests are not respected, they might try to find other companies that will fulfill their needs.
According to a study published in the Harvard Business Review (1), there are three zones to measure customer loyalty or retention. They consist in the zone of affection, the zone of indifference and the zone of defection. The research suggests that to conquer the zone of customer’s loyalty, the company has to achieve the other three zones first.
Conclusion
In order to achieve good results, it is extremely important to compare the answers of the customers. Different customers will give different answers, especially if the company conducts the same survey more than once. The questions might be the same, but the answers always tend to be distinct. It is essential to compare the answers for the same question on different periods, that way it will be easier to achieve better results and ensure that the company is making progress.
Here at KPI Connect we know how important it is to have all the information that your company needs to ensure your customers are heard. We help you by conducting customer surveys and will provide you with the data so that you can be more efficient for your customers. Contact KPI Connect today to start building a better business.
