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Customer satisfaction surveys are a great way to gain perspective on what you’re doing well and what you could improve upon. Once you become aware of these things, you can take the necessary steps to hold on to your current customers, as well as better understand how to attract new ones.
As markets become increasingly saturated, it has become more and more important to keep the customers you already have. The claim that it costs five to eight times more to obtain new customers than to hold on to current ones is holding true. This is where customer satisfaction surveys come into play. In order to gain perspective from a customer satisfaction survey, it needs to be structured well. Here are eight secrets to asking the right questions.
1. Provide a Reference Point
Instead of asking customers to rate service on a scale from 1-10, for example, give them a selection of reference points:
o Poor. They are worse than I expected.
o Okay. I have no complaints.
o Great. They are better than I expected.
o Exceptional. I would recommend them to my friends.
From this answer, you’ll have better insight into how you compare to your competitors and whether or not you have loyal followers. If someone is willing to recommend you to their friends, they will most likely remain loyal customers.
2. Keep Questions Neutral
When customers read your survey, they should be under the impression that it was written by a third party. There should be no presence of bias or leading questions. It should be clear, from the way the questions are written, that both positive and negative answers are welcome. This will help collect as much accurate feedback as possible.
For instance, a leading question would be, “Did you feel you were cheated out of your money at Casino X?” This question prompts the customer to become suspicious of the casino even if they did not feel cheated in the first place. Instead, use a neutral question like, “Tell me about your experience at Casino X.”
3. Keep Questions Clear and Comprehensible
Just because you are familiar with your industry’s terms, your customers may not be. Remember to use simple and clear questions in your survey to avoid any misunderstanding. For example, do not use technical terms in a technical survey if the subjects are not technical experts.
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