10 Nov How to engage customers through satisfaction surveys?
Satisfaction surveys seem to be one of the fastest and most effective ways to gather customer feedback and ensure the consistency of your offering.
According to a Gartner survey published in February 2019, 84.5% of respondents have a positive perception of companies that ask for their opinion and see it as an opportunity to give their opinion and take part in the development of the brand in question.
However, if these results are positive, they need to be qualified. A poorly designed survey can quickly become burdensome for respondents.
1. CREATE AN EFFECTIVE SURVEY
Surveys are an integral part of the customer journey and must be treated as an essential step in the marketing of an offer. Indeed, a quality questionnaire will ensure a better response rate and thus a better knowledge of your customers. Accuracy and measurability are the key words of a survey whose results will be of value to you.
The 4 key steps in creating an effective satisfaction survey:
- Think about defining the objectives of your questionnaire as well as the indicators, which are essential to measure your success.
- Choose the target of your survey. If it is well targeted, its response rate will be higher. Indeed, it is rare that a survey concerns all of your customers.
- Personalize your questionnaire, the respondent will feel more involved and will be more inclined to take the time to complete your survey.
- Write a short and simple questionnaire to avoid customer fatigue. For example, closed-ended questions are preferable because they require less time and effort than open-ended questions (which should be limited).
2. COLLECTING DATA
Once your survey is administered, whether it is an online survey, by email, by phone... it will allow you to collect different types of data, including the following examples:
- Net Promoter Score (NPS), a scoring system that allows you to factually rate the word-of-mouth of your SME
- Customer Satisfaction
- Ease of use of your products or your offer
- Customer attrition rate
- Customer Commitment
- Gross retention rate
- Percentage of unresolved problems
3. ANALYZE THE DATA
The data collected previously will allow you to create personas. A persona is a semi-fictitious person representing a typical portrait of your customers and prospects. There are as many personas as there are marketing targets. The objective is to acquire knowledge about the expectations and behaviours of your targets in order to be able to set up a relevant communication and marketing strategy.
To build your personas, you must be able to answer the following questions:
- Who is he? His first name, his age, his profession, his socio-professional category, his interests
- What are his expectations?
- Is he satisfied with your offer?
Thus you will get a better understanding of the satisfaction of each identified target but also of their expectations, allowing you toanticipate trends.
4. Implementing change
The analysis of your data will allow the identification of sources of satisfaction and dissatisfaction of your customers and points of improvement concerning the offer but also customer service. These identifications must lead to real changes. This is why the last step is the implementation of an action plan.
To prioritize the actions to be carried out according to the importance of the criteria of the questionnaire, we recommend the use of an analysis matrix.
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