We all know the opinions of our customers play an important role in a company’s success. The best way to understand customer’s satisfaction and opinions is to ask them directly.
Therefore, many companies choose to do customer satisfaction surveys. But how do you connect with customers, what questions should you ask, and more importantly, what to do with the information once you get it?
These questions should be carefully considered before planning and implementing a satisfaction survey.
There are many places to interact with customers:
- Face-to-face Interviews
- Telephone Interviews
- Mail Questionnaire
- Website Surveys
- Social Media Surveys
What kind of survey to choose varies depending on your customer relationships and what kind of contact information you have for them.
Consumer companies might hire people to stand in stores and ask if they have time to answer questions about how they use a specific product. Or they put information on product packaging asking people for information.
If possible it is usually best to remind the customer when it is fresh, like after a meal at a restaurants or when people are shopping on a website.
Many companies feel that market research or customer surveys are useless. One of the reasons is that the results of market adjustments are often not fully applied. If customers are not satisfied with the products or services, they should be improved as soon as possible. Make sure customers feel that their opinions are valued. It is a good thing to have customers who are willing to criticize your company.
