A Valuable Tool
Repeat sales are a good indicator that your product or service is useful.
However, the only way to truly gauge whether you are living up to the expectations of your customers is by asking them.
A Customer Experience Survey is a valuable tool in your arsenal as a small business owner. It offers you the opportunity to find out what you are doing right in the eyes of your customers.
It also instills a sense of importance by providing a direct line of communication with your clients that may make them more likely to become repeat customers.
Download the Template: Click the image to download a free example of Customer Experience Survey(s) that will help you understand how customers see your business.
Photo & Template: M. Rajotte
Target Your Goals
All it takes is a little forethought. Before jumping into putting together the questions for your Customer Experience Survey, it it a goof idea to think about the information you need to gather for your purposes.
Will you be using this information to improve service? Are you trying to find out what products or services your customers would like to see from you next? Are you trying to find out how your customer service team interacts with customers? With a little planning, you can create a targeted questionnaire that will get you the answers you need to move forward with your business.
Try to ask questions that are targeted and specific. Open-ended questions may be useful in some instances, but if you are looking for definitive feedback on a particular area, don't be afraid of asking point-blank for the information you require.
Instead of asking, “What did you think of the way your purchase was shipped?” try asking, “How satisfied were you with the packaging of your order? Did it arrive in a timely fashion? Was your order complete and as you expected?”
Use a Scale
Using a numbered scale is a good way to gather a quantitative score on how you are running your business.
One tip to think about is to use a scale of 1 to 6 instead of 1 to 5. When customers answer these types of questions, they often go for the more “safe" middle-ground option of answering a solid 3 for every question. Providing them with an extra number in the scale of options forces them to weigh in on one side of the coin or the other.
Ordering Your Questions
Often, people stray away from answering long customer surveys. By planning your survey accordingly and putting shorter, easier questions at the beginning, customers can ease their way into your survey and may be more likely to provide the information you are seeking.
Finding out whether your customers find your product or service useful is an important tidbit of information.
With some strategic planning and a targeted Customer Experience Survey, you can gather the information you need to make informed, positive changes that will improve your business and strengthen your relationship with your customers.