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The Importance of a Survey Questionnaire to Enhance Customer Service

How effective is your business at solving customer problems easily and quickly? This is essentially, the most important question a survey questionnaire is put in place to answer. But, how do you get your company set up with this type of customer service survey? What questions should you ask and what practices are best? Most importantly, what to do with the information and data you gather from the surveys? The goal is to create a system that will enable you to easily collect and implement customer feedback into your company services.

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Customer Loyalty vs Customer Satisfaction

Businesses think that they can wow their customers by offering outstanding service and this will increase customer loyalty. But, it is shown through research that this is not the case. You do very little in reducing customer churn by ‘going that extra mile’. What you need to do instead is reduce ‘friction’. Customers should be able to easily and quickly find solutions to their problems. When customers feel as if their problems are being handled efficiently, without much effort on their part, they become loyal.

Survey questionnaires are a perfect way of showing your consumers that you do indeed value them. They enable you to stay engaged and connected with your consumers and still provide insight valuable to your business on how to run it more efficiently.  Some recommendations for coming up with some effective surveys include:

  1. Keep the reason for your survey clear. Ask yourself what you are looking to accomplish with the survey questionnaire.
  2. Keep it focused and brief. Focus on one objective and keep your questions limited to those that will help with accomplishing your goal.
  3. List only unbiased questions. It is too simple to influence the outcome of a question, therefore be very careful to remain neutral in the wording of yourquestions.
  4. Don’t overuse open-ended questions. These are often hard to analyze, collage and react to. Only add in open-ended questions for supplementing purposes.
  5. Let your customers see the results. Once you analyze your survey, let your customers in on the results by emailing them a summary or posting the results on your company site. This will show your customers you value their feedback.

Wrapping it Together

Once you have feedback, come up with a system to track and fix problems.  This system should be able to follow-up with the feedback of your customers. For instance, a ticketing system will help to assign each problem to the person in charge of fixing it. Regular progress reports and deadlines will add some urgency to it and will help your team tackle problems and enhance customer service.

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