Customer Satisfaction Consulting .com

How Often Should You Conduct Customer Satisfaction Surveys?

At every seminar that we hold, as well as every training session, the same question is always asked, ?How often should we conduct customer satisfaction surveys?? There isn't a correct answer to this question, however that best answer is as often as necessary to collect the information needed to provide your customers with the satisfaction they deserve without becoming a nuisance.

In most instances, the frequency of conducting a customer satisfaction survey depends on how frequently you interact with your customers. If your business were manufacturing and selling air conditioning units, then it wouldn't be uncommon to contact your clients after every sell and installation. However, if you operated a grocery store and contacted your customers after every sell, they would soon become annoyed with you and possible begin shopping elsewhere. Therefore, a happy media needs to be reached.

One method is to always provide your customers with the means of critiquing your service even when you are not conducting a formal survey. This way your customers have a way of letting you know when your service needs improving.

Regardless of how often you request feedback from your customers, the most important part of any customer satisfaction survey is what you do with their answers. You must compile answers from different customers and search for any trends. You must also compare answers by regions as well as products. Most importantly, you must act quickly on the items that your customers have complained about, whether it is response times, employee attitude, or the quality of the product. This may involve investigating certain branches, or even recalling certain products. In addition, always provide your customers with feedback on their suggestions, or responses to your survey. This lets your customers know that you do care about what they think and that you do appropriate their input. Letting the customer know that you do care about them and what they have to say is another way if strengthening customer satisfaction.

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