Surveys Encourage Customer Feedback
By Mark Anthony
In order to keep clients coming back, customers’ feedback is
essential. It is the catalyst that will lead to necessary changes
that will encourage repeat business and continual customer loyalty.
Instead of limiting your questions to issues regarding
products your customers have already received or services that have
been rendered, inquire about your client’s knowledge of your product
line. Learn what products they should know more about and who else
they feel could use your product or service.
A lot of customer surveys do not measure exactly how well the
customer knows your product or service line. Write out a list of
all your products and services and ask your customers to mark those
that they are familiar with. Inform them about those products or
services that they are unaware of. Help increase leads through
brochures, press releases, catalogs, and other literature. Be
prepared to have special offers and a strategy that encourages
customers to experience the product they are currently purchasing
Customers may want to inquire about a specific product or
service but might be too busy to ask for it. Surveys show that
between 10 and 35 percent of customers do want to find out about new
products or services. Speak to each of your customers and analyze
their needs. Offer them information on a handful of products that
you feel may be of interest. By doing this, you will keep the lines
of communication open. This opens the door for new sales and
leads. If you work well with your clients, they will refer their
friends or associates.
To get the most out of your customer satisfaction surveys,
put the information you have received to use. In cases where the
surveys don’t ensure confidentiality, you can look over each one and
then contact those prospects to discuss requests for more
information or thank them for a referral.
Customer satisfaction surveys inform the business of how to
adjust performance in order to improve sales. Consider your next
customer survey the starting point of your next sales call as
opposed to the conclusion of your previous sale.
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