By Fernando Berrocal
How important is understanding Customer Satisfaction Measures? It depends on who you ask. A dissatisfied customer is more likely to go out of their way to complain, while satisfied consumers are more likely to skip a survey or even abandon it midway if it's too long. When customers have received what they require and therefore are ready to move on; asking them for more than one or two points of feedback may be asking too much. That isn't to say that customer satisfaction surveys aren't an important source of information.
Various aspects determine whether or not you receive relevant feedback when it comes to evaluating your client's happiness. To get the best results, you'll want to focus on the following five survey principles, whether you're attempting to understand their overall experience with your organization, or how much they appreciated your specific product and/or service.
It Should be Automated: As a startup business, there are several opportunities to request customer feedback, but certain times are more critical. Launch simple satisfaction surveys using your onsite chatbot to ensure clients have the opportunity to provide feedback following a brief service engagement. Chatbots are already a useful tool for improving the customer experience; by decreasing service wait times and providing instant service feedback, you can guarantee that customers can answer several quantities of concerns when your brand is on their minds.
Make it a Team Effort: Among the several kinds of customer satisfaction insights requested by businesses, those that examine the entire customer experience are the most in-depth – and the least likely to be completed. They're also among the most significant since, rather than getting feedback on a particular service or transaction, they may help you comprehend consumers' overall experiences. Make it mutually advantageous to encourage clients to take these surveys by rewarding them with a coupon code or some other minor incentive to learn more about their feelings towards your products and/or services.
Recognize the Sales Cycle: The requirements and experiences of consumers may vary greatly depending on their relationship with your business. You may observe a lot of recurring customers who are expanding with your products or customers who mostly deal in single sales, depending on the sort of items or services you provide. These distinctions matter, which is why developing personalized surveys based on sales touchpoints is beneficial. This can help you figure out if there are issues with certain procedures or other reasons you might be losing consumers. It can also provide more useful feedback.
Assemble your Key Insights: Customer satisfaction feedback is only one way of understanding customer demands, so if you want to get the most out of it, you'll need to combine it with other kinds of consumer input. This might help you figure out which segments of the market you're missing out on, how to grow your services without jeopardizing your business vision, and how to keep up with the competition.
Toss in Some Nuance: You don't want to overwhelm consumers with questions, especially when it comes to long-form, written responses, but your customer satisfaction survey must also go beyond a basic rating system. After all, what exactly does a five-star rating imply? Sure, you may deduce that the consumer is happy, but until you reach three stars, it's difficult to tell if you did a good or a bad job. Greater specific feedback, whether it's extra ratings or a phrase indicating why the consumer picked the rating they did, has more importance.
Customer feedback surveys are just one of many tools in your organization's toolbox that may help you better understand and serve your consumers, but you must make the most of them. Often, this involves finding the sweet spot between too few or too many questions, but with a little trial and error, you can develop a survey approach that meets your organization's requirements.
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