|
|
Customer Satisfaction Consulting .com
|
Strategic Objectives of Customer Surveys Part 2Continued from:
There are basic functions that all customer surveys should accomplish in order for
a company to fully optimize their service. Evaluate Performance: Like a job evaluation, the customer survey should provide a clear indication of
how a company performed in regards to customer satisfaction, employee training,
knowledge, and service. This may include such questions as if the customer plans
to return to the establishment and why or why not. The customer may have had a
wonderful experience but doesn't plan on returning simply because they may live
in another part of the country or world and their discussion not to return having
nothing to do with the type of service they received. Diagnosis: The role the customer survey is to understand what it is that does or does not work
well for your customers. Customer surveys are not intended as a means of punishment
for your employees. Surveys should provide a diagnostic map from which you can
adjust business processes and/or product designs and should be a resource used purely
for understanding and providing you with customer feedback. Many companies have 1-800 lines where customers can call and voice their opinions
on products, and services. By providing customers this service, the organization
can catch problems and quickly resolve them, with the main goal being to quickly
solve any and all problems before they escalate. In addition, the 1-800 numbers
are also used to report positive behaviors and action from employees. One major
retailer reported that one year after initiating their 1-800 number, 98% of all
calls were to report what the company was doing right instead of what they were
doing wrong. Again, surveys should diagnosis what is working as well as what isn't
working. Capturing Customer Data: Another purpose of customer surveys is to capture accurate customer information.
With so many people being transient, organizations need a way of compiling and maintaining
up-to-date names, addresses, email listings, and phone numbers of their customers.
This information makes it possible to limit the number of mailing that are sent
out to current customers as well as insuring that valuable customers receive rewards
points and promotional information. This information does not have to be limited to only contact information. It can
also include contact preferences, lifestyle, as well as birthdays and anniversaries.
However, with privacy becoming a volatile issue, what information you collect on
your customers, you must never sell this information or provide it to another party
without first receiving written consent from your customers. When customers realize
that their information is secure with your company, they will be more receptive
in providing you with information. Marketing Strategies: Another function of customer surveys is to say 'thank you? for your purchase or
using our product or service. The main purpose of this is to communicate the corporation's
appreciation for the customer in selecting your business, product, or service.
Many times this simple act will lead to repeat purchases from the customer. This
is basically a retention strategy. Putting it all together: It is not necessary for a customer survey to have each of these functions in place
at the same time. For example, it may be necessary to gather diagnostic information
on a quarterly basis or once you have implemented a new product or service to understand
how it is being received by your customers. Whereas you may want to continually
run, a performance appraisal survey and reward employees and branches that receive
exception marks. On the other hand, if collecting customer information is not a
priority, then your corporation may want to dismiss this type of survey. Going back to the hotel, which I stayed at, by the clerk's actions I can only assume
that the corporation used their surveys as a way of discovering problems, then correcting
these problems by disciplining their employees instead of using it as a means for
rewarding branches and employees for excellent service. This negative action will
eventually breed distrust and discontent among their employees. Discontent employees
will only mean discontent customers. Happy, enthusiastic employees translate into
happy customers.
, Customer Satisfaction Consulting.com |
Home page
Consumer Rating Companies
The Consumer
Increase Sales
Information Search
Disclaimers |
