  Customer Satisfaction Survey Device |
Making the most of your Customer Surveys
CRT's ViewPoint technology captures over a million responses to customer satisfaction surveys every year, empowering both public and private organisations with the insight and intelligence to drive improvements to customer service and increase revenue.
Here are a few tips to ensure your customer surveys achieve maximum value for your business and increase customer satisfaction. For more advice, feel free to contact us.
Customer satisfaction surveys should be low maintenance
Surveys that place demands on staff resource, such as paper questionnaires, often have a negative effect on results.
Employees can be distracted by the process of data collection and more focused on collecting the target number of surveys rather than the customer service they're there to provide.
If staff are personally responsible for collecting feedback, this risks a distortion of the results by only inviting positive customer feedback, or worse still, falsified data.
Computer aided self-interview techniques such as free-standing touchscreens from CRT reduce this bias by allowing respondents to approach and complete feedback surveys, capturing a wide variety of opinions over a sustained length of time.
Paper surveys, particularly lengthy ones, can also be offputting to complete. The level of customer participation for a touchscreen survey is proven to be greater than that for paper.
Customer satisfaction surveys need good communication
The benefits and purpose of the questionnaire should be communicated to both employees and respondents. If staff are not briefed and engaged in the customer survey process, they could view it with cynicism, leading to a lack of motivation and support for it.
To encourage a greater number of survey respondents, have a brief opening screen, for example, 'Please tell us what you think of our fitness suite'. When running different surveys, change colour, graphics and opening screen text so people won't think they've answered the survey already.
Customer survey results need investigation
This might sound obvious, but you’d be surprised at the number of organisations content to accept results when only 70% of customers are satisfied. By asking simple demographics questions to identify your customers, sectors that are not being well served will be identified.
This is a simple and effective way to improve customer satisfaction across all demographics. Don't forget to use the same set of demographic questions for other surveys, as consistency of your results will allow for benchmarking.
CRT’s clever technology is frequently used to identify different customer types, for example customers who shop at different times of the day. A shopper at 11am often has different perceptions and expectations than a shopper at 6pm.
Your customer survey respondents need feedback
One of the most powerful messages to your customers is relaying the results of your survey and your planned actions. It says to your customers "We’ve heard your concerns, we’ve understood your opinions and this is what we're going to do....customer satisfaction is important to us." This is an excellent method for building customer loyalty, increasing response rates and improving customer satisfaction.
Click here for advice on writing good customer satisfaction surveys.
If you'd like to take your skills to the next level, we run regular training workshops, including Advanced Survey Creation. You're welcome to call our Training Manager, Caleb, on 02476 608 841 or e-mail him for dates.
