5 Secrets Executives Should Know About Customer Surveys
Discover how well-designed customer surveys can double profits, reduce expenses by more than 10% and increase referrals more than 100%!
Secret #1: Executives need to know what customers are saying and thinking Executives seeking feedback from their customers will get a view point like no other.Who better to ask than your customer about what you’re selling, your staff, the experience, whether or not they know someone else that may want to purchase?The accuracy and precision of decisions made based on up-to-date customer feedback is priceless.
Secret #2: Executives can use survey data to reduce expenses and generate profits Executives review numbers when it’s too late.Balance sheets, sales reports and statistics are results not the details needed to see what is driving results.If a customer is not having a good experience they can either complain or take their business somewhere else.Companies can be blind sighted by several issues:untrained staff, inadequate resources, poor quality and the list goes on.It only takes a single negative experience for your customer to decide they’ve had enough. Secret #3: Customers want to give meaningful feedback Customers are usually left to their own when it comes to feedback.Without a crystal ball there is no way to identify which customers have positive or negative feedback to share.Very few companies seek pro-active feedback from its customers, yet customers will readily share their feedback when asked.When customers are engaged on this level, the message goes beyond just a simple survey or phone call.Companies who actively seek feedback from their customers can use this exchange to enhance and improve the relationship they have with its customers. Secret #4: Surveys can generate referrals and inform customers about products/services offered Customers are not always aware of all the products offered.Companies want their customers to be aware of the full product selection, but it can be challenging keeping customers informed. Referrals can dramatically increase if customers simply know they are desired.From the beginning, the customer should know the goal is for them to be so pleased with the service or product they would, if given the opportunity, refer others. Secret #5: Surveys don’t have to be annoying, time consuming and costly Having dialog with customers as a routine course of business, limiting the information collected to relationship indicators, executives have the power to monitor and even change customer experiences for the better.Customer surveys can be used to collect relevant, real time information.With the right strategy, customer surveys are a sound investment of time and money.