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Customer surveys can enhance your business operations in a number of ways. Easy to prepare and assess, customers surveys can help to make the difference between success and failure. Here are six ways in which survey feedback can help your company.
Surveys provide helpful insight from customers. Collecting basic information like name, address, occupation, and household income will give you an idea of the demographic doing business with you. Creating a customer profile can help you better tailor your products and services to your market sector. They also see where you need to expand your marketing to involve other demographics.
Collect data about customers’ shopping preferences. You may be able to cross-reference survey information with your customer records to determine who is buying what. This can lead to improved understanding of your inventory and marketing strategy, as well as principal funding methods, such as credit or debit card, check, or cash. Knowing customers’ payment preferences can help you adjust the way you collect payments to accommodate them, for example, by adding a point of purchase credit card processor.
Customer comments about sales staff is helpful when evaluating employees. Specific comments about an associate’s helpfulness or rudeness can be added to that person’s personnel file and discussed during the review process. More pressing comments, such as a complaint or compliment for going above and beyond a customer’s expectations may call for an immediate meeting to discuss.
Comments about products and services are especially useful when adjusting inventory and purchase orders. Buying trends can be summarized to assess the growing or declining popularity of various items, including quality, pricing, and overall satisfaction.
Customer concerns can be addressed proactively by responding to a survey rather than waiting for a formal complaint to be filed. Customers will likely appreciate the manager’s taking their comments seriously and continue to do business with the company.
Customers often have great ideas for helping to determine the company’s growth or expansion in new directions. If several customers enthusiastically endorse a certain product, management will want to keep that item in stock and perhaps consider adding accessories or optional styles. Conversely, an item that the survey reveals to be unpopular or is scarcely mentioned may need to be fazed out.
Surveying your customers lets you tap a rich source of key information. If you are not sure how to begin collecting data, consider using OpenTell™ Certified Customer Reviews. Participating customers will appreciate having their say. Customer surveys are good for business overall.
Image cover source: Connecting Directors
Guest post written by Kara Masterson: Kara is a freelance writer from West Jordan, Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max.