|
Most businesses feel customer experience is their top priority and for good reason - those that focus on customer experience increase revenue and decrease churn, which leads to higher profits. Customer experience and customer service, for many, are seemingly indistinguishable.
However, one is a single point of contact with the brand and the other affects emotion and feelings and embraces the whole customer process. Customer experience affects every aspect of your business. Therefore, something you should be doing regularly is creating and sending out a customer satisfaction survey tool. Here are five tips to help you get started.
1. Get to Know Your Customers
The first step to build on customer experience concepts is to highlight the various types of customers who interact with your customer service teams. If your company is going to truly understand your customers' wants and needs, they have to be able to make a connection and empathize with the different scenarios your customers go through.
A good way to do this is by segmenting your customers and creating customer profiles (personas). Try giving each persona a personality and name. By creating personas, your customer service team will be able to recognize different customers and understand each better. It's an essential part of becoming genuinely customer centric.
2. Create A Plan
There's no point in measuring your customers' satisfaction level if you don't have a plan. You need a plan and some clear goals. Gathering up data will take up both yours and your customers' time and effort.
The primary goals you can define are:
• Improving the quality of your customer service
• Improving the quality of your service or product
• Improving other customer points of contact (i.e. site navigation)
Do this and you've just completed the first step in measuring the satisfaction of your customers.
3. Utilize Survey Software
Whether you use web-hosted survey software or host it yourself, it takes effort for your respondents to take a survey, so you'll want to keep your respondents in mind when configuring your online survey software. Keep your survey to-the-point and brief. The maximum number of questions you should have in your survey software are 15.
4. Figure Out the Best Time to Send it
The timeframe for sending out your survey will depend on certain things, such as your:
• Resources
• Business goals
• Audience makeup
Certain types of customer satisfaction surveys can be sent out periodically while others should only be sent at a specific time.
5. Act On the Feedback You Receive
Most companies have a yearly survey process where they gather overall team feedback to see how engaged staff is and how well the company provides outstanding customer service. But, what about the other rest of the year?
Typically, nothing happens. Therefore, having regular team feedback could play a significant role in using tools that would enable employees to share their opinions and ideas on the best ways to improve customer experience and determine how employees feel towards the company. For instance, social media tools or online survey software are great tools that allow for continuous feedback.
|