Your business and consumer customers have a wealth of information and insight about what it is like to be a customer of your company. Many of your customers are also customers of your competitors.
Your customers know what can be done to improve your company’s quality, products and services, customer service, communications with customers and other criteria important to achieving total customer satisfaction and loyalty.
While most companies are aware of the need to take action and make improvements to become more competitive, they often miss important hidden actions that can really make a difference for customers. That’s where customer surveys come in, uncovering the hidden information you need to compete more effectively.
Compelling need for customer satisfaction surveys / customer opinion surveys
Customer satisfaction surveys provide the information and insight you need to keep existing customers and attract new customers. Here are six compelling reasons demonstrating the payback from customer satisfaction surveys:
1. It costs 5 to 10 times more to attract new customers than it costs to keep existing customers
2. Most dissatisfied customers don’t complain directly
3. But when customers are dissatisfied, they all complain to friends and business associates
4. Some dissatisfied customers remain as customers, but buy less
5. Other dissatisfied customers leave…they become customers of your competitors
6. Loyal customers buy more and recommend your company, products and services to friends and business associates
Product, Sales, Service, Psychological and other Factors Driving Customer Satisfaction and Sales
Your customers behave, act, purchase and recommend based on their experiences, what they are hearing, how they feel and what they believe about your company, your products, your employees and your sales and service execution. Customer opinion surveys and customer satisfaction surveys should be created with the important psychological factors that drive employee performance in mind.
Customer Satisfaction Survey / Customer Opinion Survey Metrics
Customer satisfaction survey ratings provide a clear picture of current and ongoing levels of performance and satisfaction. Customer comments and suggestions provide highly actionable information and insight for achieving breakthrough results.
Customer survey metrics include the following and other service, sales, performance and customer focused criteria, depending on the type of customer survey being conducted and the industry:
Your Employees are a Very Critical Driver of Customer Satisfaction
During a CNBC interview on September 16, 2009, Home Depot’s CFO Carol Tomé was asked if Home Depot has been focusing on and improving customer service. In recent years there was a perception that customer service had deteriorated as compared with Home Depot’s earlier years. Carol said they definitely have been working on improving customer service and that you can always improve further. Home Depot’s customer satisfaction problems are not unique to them. Most business have significant problems satisfying, attracting and keeping customers.
Carol Tomé said “if we take care of our Associates (Home Depot’s employees), they will take care of our customers. Home Depot knows that their customers can shop at Lowes and other competitors and that Home Depot needs to earn their customers’ business. Trovare clienti