8 Secrets of Customer Satisfaction Survey Success
7. Customer Loyalty Beats Customer Satisfaction
If a customer is satisfied, that’s great, but that doesn't necessarily mean they will stay with you. They may be just as satisfied somewhere else, for a lower price. As mentioned above, knowing which customers are worth surveying is important. The National Business Research Institute describes an interesting analogy for their concept of “Shooing Away Butterflies."
“Butterflies” are customers who jump from one promotional offer to another. These customers do not create the potential for long term value. and “often don’t even provide short-term value, in fact. Think of credit card customers who flit from bank to bank following a succession of introductory rates. Instead, companies should invest their resources in courting 'barnacles'—customers who are likely to stick around for many years, as long as they’re treated right.”
8. Test Your Questions
Now, that you have your questions, test your survey on a third party before unleashing it on your customers. This way, you can weed out any misunderstandings before the customers see it. After testing comes distribution. Once all data is collected, try to learn from the answers and to change your products or services respectively otherwise your survey will have been useless.