The importance of a customer survey
Customer satisfaction has become one of the most important indicators of economic success. Again and again, the viral effect proves itself. Shared experiences are now a decisive factor for both company reputation and customer loyalty - underlines the software specialist Customer Alliance. A checklist.
Hotels in particular should take the pulse of their customers. Satisfaction is relative. Exposed companies like hotels cannot avoid measuring satisfaction and at the same time taking measures against possible customer losses.In the digital age, positive reviews not only help to retain existing customers but also, perhaps even more importantly, to win customers.
Therefore, business owners need to think about how to collect guest reviews as effectively as possible. Here we come to the actual topic, the customer survey.
The right customer survey
In fact, with a well-designed customer survey, you can get a lot of feedback in a very short time on topics that are conducive to the company's success. Just don't be deterred, a successful customer survey is not witchcraft. Here we have compiled some important tips for successful customer surveys:
What should my customer survey look like?
The key to a successful customer survey is first to have a concrete idea of the answers you would like to get from your customers. It is equally important to formulate straightforward questions in simple language to be understood by the respondents. According to Guiseppe Rossi, an expert on the topic, Creating Customer Surveys, swapping out a single word can lead to a completely different survey result!
For him, there are two main criteria to consider in order to get reliable results from customer surveys:
1. accuracy
For the most accurate customer survey possible, you should
- -Create questions that provide valid data in a reliable way.
- -limit yourself to questions that all your customers can answer.
2. relevance
For relevant results from surveying your customers, you should:
- -Be familiar with your own questions.
- -know your objective as well as what information you need
to achieve these goals.
Incorporate these core ideas into your questionnaire. Not only will you get more concrete feedback, but you will also increase the conversion rate of your customer survey at the same time, as respondents are more likely to feel addressed.
Adhere to the structure
When structuring your customer survey, the main thing to keep in mind is the scope. No one likes to fill out endless surveys. So don't be too greedy for as many answers as possible. Think about how many questions are really necessary and how long it will take to fill out the whole questionnaire.
The best thing to do is to put yourself in the role of a typical customer and answer the survey yourself first. Research, possibly together with your marketing team, which feedback you are aiming for and stick to the KISS principle (Keep it short and simple).
-> Delete every single word that is not absolutely relevant to your customer survey!
More information about experience and analysis in evaluation management can be found at
http://ww.customer-alliance.com
