Why customer satisfaction surveys are important

If a business is to stand out in today’s hyper-competitive marketplace, it has to excel at customer happiness. This builds the foundations of customer retention, and as we all know, this makes running a business a whole lot easier.

A customer satisfaction survey is an effective way to create future customer happiness. The simple truth is that if you know what customers want, and what they don’t want, you have the ability to make more people happier when they buy from you.

A customer satisfaction survey is a doddle to arrange. Even the most basic customer relationship tools (like Mailchimp) have customer relationship survey options. And then you have your dedicated survey platforms (such as SurveyMonkey) that allow you to ask questions on a large scale.

And if you don’t have access to any of that, you can just create a spreadsheet and send out surveys individually.

But creating a customer satisfaction survey is vital for a number of reasons.

Customers are becoming less loyal

Maybe it’s something to do with the fact that there is much more choice these days, but customers are not necessarily going to stay with one provider or manufacturer time and time again. They can always go online and find a similar product or service that is cheaper or is delivered quicker.

If you have a survey, and you are sending it out to customers, you will get responses that give you clues (or clear instructions) as to how you can make your offering more attractive to them.

You can’t keep hold of them all, but some customers will let you know what it takes to keep them. And they will do it through a response to a customer satisfaction survey.

It feels nice

Again, in the huge and often impersonal online world, having contact with a company on a more human level makes a big difference.

A survey is one extra piece of customer-focused marketing. In fact, throw that slightly cynical last sentence to one side for a moment. A survey is one extra piece of human interaction online. And that one extra piece could mean a customer feeling more connected to your company.

And that means that they will be more likely to stay with you.

About that loyalty thing again

The Harvard Business Review undertook some research back in 2014 that showed that a subscription-based business (as in a membership site or club, or a magazine site) can see massive loyalty as long as customer satisfaction is there.


With thanks to HBR

A customer satisfaction survey measures that customer experience you see on the bottom of the table. If you can use a survey to monitor satisfaction, and then implement actions that are informed by your findings, you’re looking at loyalty.

It’s clear that customer happiness and great customer service bring about loyalty from customers. It’s also clear that acting upon what you discover through a customer satisfaction survey can help to build that happiness.

Even if you’re a freelancer, working for yourself, it takes no time at all to create a good customer satisfaction survey, and the benefits can last for years.

Published by Sal Ashraf

I'm a freelance writer. This site is all about getting more business, and keeping that business, whether you're a solo entrepreneur, or a large company.

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