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 from you.

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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