Creating surveys to analyze customer satisfaction

In the field of marketing, customer satisfaction is the most frequently used word. This term is used to measure the quality of the product and the services provided by a particular company to its customers. In simple words, customer satisfaction will let the company know if their services were up to the expectations of the customers and if they were profitable for the company. Customers might leave hints about their experience in the form of feedbacks on the query sheet, which the company would have put up on its website. When it comes to customer satisfaction management, it is the work of the organization to keep track of such feedbacks and improve their business, if there is a need.

One major assistive tool that is repeatedly used for the customer satisfaction management would be the use of customer experience survey. Unlike the query sheets, this survey will be in the form of a questionnaire and would ask all possible questions regarding the customer’s experience with the particular service or product. From the answers that the customers provide on such surveys, the company would be able to get a better understanding of the expectations and the experience of the customer after using the product or service. Structured analysis is required from the company’s side to ensure the conversion of the customers’ expectations into a reality.

Drafting a customer experience survey

Before handing out the survey, the company must make sure that certain things are in order, especially the questions that are to be put up on the questionnaire. Here are few things to look out for, while drafting the customer experience survey.

· The questions must provide clarity to the customers and let them know as to what you wish to know from them with regards to the product or something in general about the entire organization.

· The survey sheet must contain a free space for the customers to pen down their thoughts and expectations. Questions having multiple choice answers can be included, but the free space will give the customers an opportunity to express themselves.

· The questions need to be structured and in a specific order. For instance, get the overall rating from the customer at the beginning of the survey and then form questions that ask about their experience and ways by which the company can improve their business.

· Questions drafted must be in such a way that the response provided is meaningful. Rather than asking the customers to predict the chances of them returning to the company, choose questions that provide an easy answer.

· Choose the words used for describing the phrase with care. Select words that the customers can relate to after they use the product.

· Analyze the customers based on their response to the ratings. Customers, who have provided a higher rating for the services, are the ones who can add some strategic value to the overall business.

One important thing to note here is that there would be certain negative feedbacks from the customer experience survey. The companies must take this as a chance to improve their services and to rope in what they feel is missing out. It must be noted that no company has ever reached the highest point of customer satisfaction management within a short period. It takes time, and the feedbacks that the firm receives must be used as a chance to improve for the profit of the enterprise.

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