Surveying customers can be an effective way for businesses to get feedback about customer satisfaction and loyalty, however, they must be executed properly to yield quality information.
When providing customers with a survey, they should keep the format simple and direct so it doesn't take too much time to fill out or confuse customers. Straight forward questions that are open ended can provide companies with more information than if customers simply rank products and services on a scale of 1 through 5. This could also give brands more specific information about areas in which they are falling short and what actions they can take to fix them, according the The Huffington Post.
While technology developments, such as ecommerce surveys and mobile technology can provide companies with real-time customer feedback, businesses have the responsibility of using the information to take real-time action where there are problems.
An important part of the process is the follow-up. A customer's responses can't help a company perform better unless they analyze feedback, develop and implement plans to resolve issues and reconnect with clients that have reported dissatisfaction, the source reports.
For more comprehensive and actionable feedback, companies can work with a mystery shopping provider to create a consumer insights program. These programs can delve deeper into what creates customer delight, and some companies choose to run surveys in conjunction with a mystery shopping program to learn more about specific behaviors and customer standards.