Gain Insights Using Customer Survey Software
Customer survey software is a powerful tool you can use to improve your business. Most customers don’t volunteer feedback, either positive or negative, so it is important to do surveys to find out what your customers think of your products and services.
The most common type of question in customer surveys is the rating scale. You can use these to get to the heart of the matter – are your clients happy or unhappy with specific products and services. Often scales are presented asking the respondent to pick a number between 1-5 or 1-10. Another alternative is to use a scale with labeled points, such as “excellent,” “good,” “fair” or “poor.” An earlier post discussed rating scales, including tips on analyzing responses to them.
Be sure to include questions that let people make comments. Depending on the link the nature of your survey, you can provide multiple places for comments or just have a question at the end asking people if they would like to add anything else about their experiences with your products or services. Comments are more cumbersome to analyze then rating scale and multiple-choice questions, but they can provide valuable insights.
One area in which open-ended comments can be particularly useful is when asking for suggested changes or enhancements to your products or services. Your clients may have ideas that haven’t occurred to you. As for ideas that have occurred to you, you can look to see how often they appear in the open-ended comments. You can also ask your clients to rank order or rate a series of potential enhancements. If you do so, you can include “other” as one or more of the choices and allow people to specify what they mean.
You will get the highest number of responses if you personalize the survey invitations. When you are surveying your own clients you probably have their contact information, such as an email address. Good customer survey software will let you send out personalized email invitations. It will also let you automatically combine information you have in advance, such as the products or services people have purchased, with their answers to your survey questions. If you also have demographic information in your database, you can have the program also combine it with the answers to your questions. Combining data in this way gives you the most information, while keeping the questionnaire as short as possible by eliminating the need to ask people what they are purchased.
You should survey your customers regularly to track changes over time. Doing so will help you know whether any changes you make to your products or services positively or negatively impact your sales.