By Donovan Dillon
In today’s marketing world, there are few companies that can survive without using some sort of customer-satisfaction measuring tool. Whether it manifests itself in the form of an expensive market research study or an informal customer feedback form, measuring customer satisfaction is critical to an organization’s success.
Even if your company already has a customer-satisfaction survey, ask yourself when was the last time you evaluated its effectiveness? Does the survey only tell you what you are doing wrong, or does it tell you how to make things better? Without knowing why a customer rated your company a 6 rather than a 10, you probably won’t be able to improve. If your survey tells you how to improve, you’ll be more efficient in your spending and better able to solve any customer-satisfaction issues.
While good data may be difficult to sort through, it’s well worth the effort. Think of the marketing dollars spent trying to build a positive brand image. How can you be effective building that image when you have dissatisfied customers who are sharing their opinions of your company to eight of their closest friends?
If creating a new customer-satisfaction survey sounds daunting, think about all the information you currently have. Can you use information gathered from your sales team or your customer-service department? Be creative in how you obtain the information. But no matter what you do, don’t forget to listen.