The Value of a Customer Satisfaction Survey

A Customer Satisfaction Survey is a valuable tool for those who intend to find out exactly what their customers are thinking about their product and/or service and why these customers are thinking that. It cuts down on the guesswork on your part and provides a basis for your business decisions that aim to increase customer retention levels. Basically, satisfied customers are customers who will buy from you in the future.

A Customer Satisfaction Survey can be conducted in a face-to-face interview, like when you encounter the staff at the entrance of a supermarket that will hand out questionnaires to you or ask you questions directly. Sometimes, you might possess certain information like email, phone numbers or mailing addresses of your customers so you can issue a written request to these customers if they can spare some time to answer some questions in your Customer Satisfaction Survey. It is best to keep these types of surveys very short to assure you get respondents to answer. Very long surveys will irritate your customers who will simply tear up these forms or throw them away  your customers are busy people who just have no time for long surveys.

Some entrepreneurs issue surveys when their customers have just finished buying the product and/or used the service that you are offering. In our supermarket example, the staff will try to get feedback from you as soon as you are done shopping (or maybe while you are still shopping) so that the name of the product and/or service is still fresh in your mind. It is unlikely the customer will have a strong recollection of the information that you need if you wait until a week after they visited your establishment to issue the survey. This is simply because your customers have better things to do with their time than to monitor what you are doing. So be timely with your questions and keep your questions short and to the point when conducting the survey.