You’ve been tasked with creating a new customer survey, one of two things generally happens: A blank page (or screen) is staring at you OR you’ve written a thousand questions – and you know no-one is going to fill that out! Aaargh! Take a breath, and go back to the beginning. What was the reason for creating the survey? (If it’s because everyone else seems to do it, you need to take a step further back and understand how YOU will benefit from it). If you really don’t know and are just trying to establish if your customer are satisfied – STOP!!! Change that objective
There’s a simple reason that all the big brands invest and conduct research and development into customer experience…..increased sales! The feel-good factor of receiving great feedback after a great business interaction is the cherry on top of the cake, the warm and fuzzy feeling that you’re doing a good job – but it’s the sales that keep us in business – and that’s essential – it’s not just to ‘be nice’. A continuous pulse check of what consumers are liking, not liking and most importantly what encourages them to be loyal and continuous customers is as essential to any business as being able to receive
We’re all too familiar with the standard ‘satisfaction style’ customer surveys that clog up our inbox asking us to rate a product, rate an agents performance, tell us how we did” etc etc ……and whilst when these first appeared we may have completed a few – and perhaps still do the odd one now – the majority of us are guilty of not even bothering to open them any more – they just head directly into that little bin icon! So how can small businesses compete if the big brands are struggling to get responses from their millions of customers? Well, there sits the key.
“Customer Satisfaction” – a well-known term in the business world – I don’t like it! An odd thing to say from a Customer Experience Specialist? Well, what is a satisfied customer? The dictionary definition of satisfied is: Contented / Pleased. A satisfied customer is one where a business has: Delivered what the customer expected In the expected time frame Charged them correctly / straightforward payment process This might actually be the goal of many businesses, but for all of us as consumers it is the basic expectation of what a company should do. As a purchaser, from the minute I decide to part with my money on
Customer satisfaction surveys (and employee surveys) are a great way to understand the customer experience. It’s not the whole ‘experience’ picture, but love them or hate them, they are a good place to start! Some of the common benefits survey results can be used for: Testimonials: free text & statistics gathered eg: “90% of customers say xxxx”. Social media content Marketing content – incl identifying your USP, why do customers prefer you over competitors? Identifying areas of improvement within your business Cost saving – are you providing a service that customers don’t care for? Remove it! So you want to know what your customers think about your product or service? Excellent! A great
To a good many of us, GDPR seems like a spectre of doom looming over the horizon. A burden on our businesses that we’ll all have to deal with between now and May 2018. So you may find it surprising when we tell you it is, in fact, a marketing opportunity. If we’re honest about it, a good number of us could make improvements to our marketing databases. Do we know who we even have in them? How they ended up in there and what is their attitude towards us? With almost ⅔ of businesses surveyed by Hubspot last year quoting traffic and lead generation
Did you know? 91% of dissatisfied customers never complain; they simply go elsewhere (i) 84% of businesses working to improve customer experience report an increase in revenue 72% tell an average of 6 others about their positive experience (iii) Yet most small businesses, from starting out to scaling up, don’t realise how implementing some small changes can have such a positive effect on their business. Differentiating themselves from the competition, building an enviable reputation as the best in their field, utilising how captivated customers feel about their positive experiences, gaining new customers through the most effective attraction/conversion approach there is! ClarityCX brings practical solutions, designed specifically for small business, to