How Satisfied Are Your Customers?

The more information you have from your customers, the better your opportunities for growth and capturing the all important holy grail of business, customer loyalty.     Customer Satisfaction

When you have accurate and worthwhile information from your customers, you put yourself ahead of your competition. Here are 6 actionable ways to get information and feedback from your customers to help improve your standing with them:

1. Ask Them. The simplest way to find out what people want from your service or product is to ask them. The problem is that many businesses owners often assume they know what people want.  Assuming and really knowing are decidedly different.  Always ask and act on the answers.

2. Be Your Own Customer. One of the most obvious ways to find out what a customer experiences when they use your business is to be a customer yourself. You can do this by walking the customer journey one step at a time and seeing things through your customer’s eyes.

3. Focus Groups. These groups gain information and insights as to how the target audience is using or reacting to a service.  Information gained from focus groups open up the opportunity for your business to see what it is customers expect.  Recent results from a focus group survey used by a bakery to review their customer needs discovered that they had three different types of customers: locals who wanted personal attention; after-work shoppers who wanted convenience; and tourists who wanted something special.   You can also use social media to gather this type of data.  Collectively it is great information to tailor products and services toward.

4. Questionnaires and Surveys. Getting customers to put their thoughts in writing on a questionnaire or survey is one of the best feedback techniques.  When well-conducted, the information can be invaluable.  As Volkswagen was designing the new Bug, they sent their existing customers a detailed survey stating, “We want you! Your ideas, preferences, and constructive comments will be evaluated and fed into the development process. So tell us about your impressions and ideas for the new Beetle. We’ll do our best!”  The result:  air-conditioning is standard and lighters and ashtrays are optional. Who would have guessed?  Car companies and manufacturers of high ticket items are consistent in getting this type of customer feedback, why can’t you be as well?

5. Use the Results (and real data). The most important  information on whether your customers are satisfied with your service or not is whether they continue to buy from you. While sales information may be a first line indicator of how well you are doing,  it is no guarantee that you are delivering the product or service the customer really wants.   Use the data from one or more of these steps to assess the real story and take action accordingly.

6. Customer Service aka Your Staff. Your personnel is the most resourceful and reliable, as well as the least costly, of your customer feedback sources.  Your staff should be encouraged to build strong relationships with customers so that they feel free to share how they feel about all facets of your business from the product selection to the check out process. Make certain they have an easy way to feed back important information for improving customer service and for managers to make use of what they tell them. There is also value in taking good care of your staff.  Recently a grocery chain, through their annual customer and staff satisfaction surveys discovered a direct connection between customer satisfaction levels and staff satisfaction levels.  Those stores where customer satisfaction is high are consistently the same stores where staff satisfaction is high.

You may deliver what you think to be the best service in the world, but if it is not what people want, your time and talent is being wasted.  Finding ways to get customer feedback is vitally important to your business, why do you think a majority of websites consistently ask for survey participation upon exit?  You should be doing the same and plan to implement one, two, three or all of the above techniques – your business can improve overnight.

Here are steps to help you get started:

6 Questions to get actionable feedback from customers

From Retailwire.com

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