This Is the Best Time to Run Customer Surveys
Just as people have their moods, a demanding customer is something special, which is why we need to know how, when, and where to run our satisfaction surveys.
In previous articles we advised you to follow five steps to increase the number of customers for your company or product, and we also looked at the importance of satisfaction surveys. Now the question is: when should you launch them?
Just as people have their moods, a demanding customer is something special, which is why we need to know how, when, and where to run our satisfaction surveys.
The truth is that there are several situations in which carrying out this kind of action is highly advisable, since it can help us avoid surprises and is also very useful in the company’s day-to-day operations.
For example, most of these surveys are ones we’ve seen or answered when a new product or service launches. This can help us perfect that launch or pull it back if necessary. We wouldn’t be the first to have a product or an innovative idea in our hands that, despite being good, may not be well received. Running a survey before developing and launching that product can save us time and money.
On the other hand, we can run them even without it being a special day, since they’ll give us relevant information about our customer service or the perceived quality of the product. What’s more, customers will feel valued by the company, since they’ll perceive that their opinion matters to it. Remember that they’re the most important thing.
The experience with the service you intend to evaluate should be recent, but enough to apply the survey. An important tip we can share is to use short, specific questions so the customer fulfills the survey’s objective. We recommend not leaving too much time between when the customer purchased the product or used the service and the moment you send or run the satisfaction survey. If the business is physical, it can be done when the service ends; if it’s online, send it when the purchase is complete. The more recent the experience, the higher the quality of the feedback, the more reliable it will be, and the more we’ll increase response rates, since it’s a process that’s still fresh in the consumer’s mind.
Read: Why it’s better to survey at the moment of purchase
Building a complete SWOT analysis
When carrying out a study of this kind—one that aims to take into account both internal and external factors of the company—running surveys provides information about potential weaknesses and strengths that the company itself may not be aware of. This way, it will know which aspects it needs to improve, as well as those it should reinforce to enhance customer satisfaction. Running satisfaction surveys brings significant advantages on the most strategic side of the company, and they’ll be decisive in commercial development toward reaching the financial goals you’ve set.
A better understanding of the company
What we want to convey isn’t the same as what the company’s different audiences actually perceive. Surveys provide valuable information that reveals telling data about the company’s true standing in customers’ eyes. Studying this information can uncover opportunities for improvement through changes and strategies that the customer will view positively, since they’ll feel heard and taken into account.
Making decision-making easier
The more information and the greater the knowledge we have of our products and services, the easier it will be to make the decisions that push us toward a better future. Making the right decisions is always easier when we have all the cards on the table. In any case, each of the possibilities just mentioned has, as its ultimate goal, meeting the customer’s expectations—that is, making sure they’re satisfied with what we can offer. What’s truly important is to always know what the customer expects and thinks about you, so you’re always in continuous improvement.
“Unless you have 100% customer satisfaction… you must improve.” — Horst Schulze
Read: 5 common mistakes when creating a survey