In business, it is important to listen to your customers and understand more about the products and services they want to see. Customer surveys offer a great way to connect with your customers, and there are some valuable insights that can be gained from this information. After the surveys are completed, the next step is to interpret the results and understand the messages that are being shared. Here are a few things to keep in mind when you are reviewing the information:
- Look for both Negative and Positive Feedback
Companies are hoping for only positive feedback, but it’s expected that you might receive some negative feedback as well. No matter what you do, it isn’t possible to please everyone. Don’t let yourself be too stressed about the negative feedback as you can use that information to improve your system and products in order to strengthen your company.
- Implement More of the Good Things
When you understand the things your company is doing right, you can encourage your employees to utilize those strategies more frequently. In addition to looking for ways to improve the company, you also need to recognize the steps that are being done correctly. Automated systems or normal daily tasks might not seem like they are important, but the custom surveys might show how much the customers appreciate some of those items. Continue doing the good stuff, and look for ways to increase doing the things that work.
- Survey Results are Only a Small Sample of Your Customers
Keep in mind that the survey results are only coming from a small portion of your customers. People who have something to say aren’t necessary the largest portion of your customer base and you need to understand that their experience might not represent the group as a whole.
- Stay Away from Rash Decisions
It is easy to make quick and often harmful adjustments, but you shouldn’t make immediate changes just because of a few comments from customers. Take the time to review all of the results, let the information digest, and analyze the information to be sure that you have a clear understanding about the message people are sharing. Look for patterns in the feedback, and then make logical and incremental improvements to act on the information that you have received.
- Create a Plan before Making Changes
If you are going to make changes, make sure to have a clear plan put together before you start taking action. Review the suggestions and understand how the changes will impact your company, and then look for ways to address the problems. You will need to consider the cost of implementing the changes, and how much these changes will impact customer satisfaction.
- Don’t Feel Compelled to Implement All Suggestions
Nobody is saying that you must implement every idea that comes from your customers. Yes, customer surveys can provide insights about the things that can be improved in your company, but some changes might not make sense – after all it is your business, so you get to decide how things are handled. We use Surveys for our own company and we always recommend it to our clients.
- Acknowledge Your Employees
Sometimes, customer surveys will offer good feedback about a specific employee or group of employees. In these situations, look for ways that you can acknowledge that person and offer them a small thank you gift. Share the feedback with the employee and the entire team to boost employee morale. Corporate promotional gifts are a great way to say “thank you” to high-performing employees.
- Keep Asking for Feedback
Just because you have completed a customer survey in the past doesn’t mean that you don’t need to do it again. As your business evolves, it is important to continue looking for customer input so that you can make adjustments along the way.
Do you complete customer surveys for your business? Share some of your best tips in the comments below!