A critical factor to business success is knowing and satisfying your customer base. It makes good business sense then to survey your customers to learn about expectations, perceptions, satisfaction and areas for improvement. Obtaining this kind of data will allow you to respond in a timely manner and ultimately satisfy your customers.
So, why should you survey your customers?
- Customer satisfaction & loyalty:
Listening to your customers is a crucial first step to satisfying their needs. You should survey your customers to find out how they feel about your company, products, services and prices. It’s an effective way to tune into what they like, dislike and also spot any areas for improvement. Remember, satisfied customers become loyal, repeat customers that are more likely to repurchase and share their experience with others.
- Customer engagement:
Survey your customers for engagement. Asking them to share their insights and perceptions increases their interest and engagement in your company. Furthermore, customers will feel valued and appreciated when you specifically address their concerns. The more engaged your customers are, the more likely they are to remain loyal to your company.
- Product & service enhancements:
You can discover valuable feedback in terms of design and functionality by surveying your consumers. You can ask questions to tap into customer needs and then tailor or create new products/services that your customers want. Asking product specific questions will allow you to gather feedback to spot trends, which can give you a competitive advantage.
- Customer data:
Surveying your customer base is also a great way to gather demographic information. You can include a few questions in the survey to obtain key data such as gender, age, location, etc. to further understand your consumer base.
- Operational Efficiency:
You can survey your customers to find out how well your company performs in customer service and also in operational efficiency. One great example of how to use a survey to improve operations is administering a website usability questionnaire. You can ask questions on accessibility, content, navigation, loading time, etc. to understand if your website is meeting your users’ needs.
- Benchmarking for development:
Another important reason to survey your customers is for benchmarking purposes. Gathering feedback at different points in time will allow you to compare data from year-to-year to see if any alterations need to be made and if implemented changes were positively received or had a positive impact.