Businesses often have to spend their energy, time and money to attract new customers at instances where the current customers are lost due to bad practices. Smart entrepreneurs soon come to understand that keeping existing customers costs a lot less than finding new ones. It isn’t rocket science that if you do not continue to provide good customer service, your customers will not continue to stick with you. So, in order to gather constructive criticism and for an opportunity to review and learn from commonly reported issues, it is a best practice to carry out customer satisfaction surveys.
Customer satisfaction surveys can be great tools for improving your business by understanding what makes customers unhappy and how to make things better. So, it is important that your survey contains specific information about both positive and negative perceptions that will eventually create space for you to understand your customers’ emotional responses.
Here are 7 useful tips for creating a successful customer satisfaction survey form:
- Keep it Short and Simple
- Use consistent rating scales
- Avoid leading questions
- Ask a lot of yes / no questions
- Avoid assumptions, be specific about your question
- Use open-ended questions to understand what customers are really thinking, rather than forcing them to answer using only the choices you have given
- Consider providing a small reward as an incentive for customers who take your survey. There are instances where this could become counter productive, so use your judgment!
The set of questions that you need to include in your survey may vary depending on your business and its motive. Luckily, online tools like Survey Monkey, Zoho Survey, Google Forms and Key Survey has made the whole process easier today by providing great insights and templates to structure the survey with less hassle.
Use these tips to build up the questions, and use the results for a well-rounded look at how happy (or unhappy) your customers are with your business – and how you can serve them better.