Ask Your Customers
It is safe to assume that you want to do a better job of serving the customer. But, what is working and what’s not? How do you know and how do you find out?
No matter whether you’re selling a product or a service, it’s very important to understand what solutions your customers are looking for, who they are buying from, and why. Solid insight into customers’ needs, wants, likes, and dislikes can help you beat the competition. A comprehensive customer survey provides answers to these questions.
Being more responsive to your customers’ needs leads to higher customer satisfaction, more sales, better profits, improved retention rate, and increased market share.
Just having a “gut feel” about what your customers want is not a solid basis for making good business decisions. Rather than relying on anecdotal information from a handful of customers or sales reps, why not ask your customers directly through an in-depth customer satisfaction survey?
Experience and Credibility
Hiring us to conduct your next customer satisfaction survey has a number of advantages.
First, we have the experience, having planned and conducted many of these types of surveys for small B2B firms.
Secondly, outsourcing the survey to a consulting firm gives the survey more credibility. It shows your customers that you are serious about getting their feedback. This results in a higher participation rate.
High Response Rate
One measure of a good survey is a high response rate, indicating that a high percentage of your audience was willing to participate in the survey. By asking relevant and engaging questions and carefully designing the flow we’ve been able to achieve response rates of around 40%. Our record response stands at 71%.
A high response rate can also be an indication of your customers’ “pent-up” desire to provide feedback. We see this often when companies launch their first-ever survey.
Customer Survey Topics
From customer satisfaction to in-depth market research, and anything in between, we design your firm’s customer survey to answer the questions that are important to your firm’s planning and decision-making.
We make sure the survey is designed to get the right information from your audience.
Many types of questions can be included in a customer satisfaction survey, such as:
- Customer satisfaction score – How satisfied are your customers with your products and services?
- Net Promoter Score – How likely are they to recommend your firm to friends and colleagues? This is one of the most important questions to ask.
- Customer Effort Score – Is it easy to do business with your firm, or is it a hassle?
- Delivery performance – Are there any issues with how your products and services are being delivered, e.g., on-time, damage-free, courteous, and knowledgeable service provider, etc.
- Price vs. value – Do your customers feel that they’re getting their money’s worth?
- Sales rep performance – What was their experience with your sales reps? Which sales reps are liked? Which ones not so much?
- Customer service – Is customer service friendly, and effective? Or is it a source of frustration for your customers?
- Technical support – Is technical support getting issues resolved, quickly and effectively? Or do customers consider calling tech support a waste of time?
- Website experience – How useful is your website? Do customers visit often? What do they look for? What is their user experience?
A market research survey deals with topics such as:
- Product usage – Find out how, when, and how often customers use your product. This can provide valuable insight into opportunities for product improvement or new product development.
- Need for new products – Customers know and trust your company. They may be willing to buy other products from you. Asking which other solutions they are looking for can provide ideas for new product development.
- Strengths and weaknesses – Customers are very perceptive. They can provide sound insight into what your company is doing right and what not so much. This is valuable information for improving your business performance.
- Best vs. weakest market segments – By properly segmenting your survey audience you can learn about who you best, most loyal customers are and who are not. This information can be very helpful to fine-tune your target marketing.
- Rating relative to competition – How do you stack up against the competition? What do your customers like and don’t’ like about your firm vs. competitors?
- Share of Wallet – More than likely, customers are not buying all products and services in a particular category from just your firm. What and how much are they buying from the competition and why?
- Future purchase intent – Find out how much business to expect from your current customers. Was their purchase a one-time deal, or can you anticipate recurring revenue?
- Brand position – Find out how strong and well respected your brand is relative to the competition. How do they see your company in terms of, for instance, technology, pricing, service, etc.?
Any Type of Customer Survey
Simple or Complex
From simple customer satisfaction surveys to comprehensive market research studies covering a large product portfolio, we have developed many customer feedback surveys for B2B firms.
Local or Global
We can process any size and type of customer list, from a small number of US-based participants to a large, international audience, and everything in between.
From developing the questions and launching the survey to analyzing the responses, interpreting the results, and compiling the analysis report, we provide complete support.
Defining survey goals
First, the goals of the survey need to be defined. From customer satisfaction to comprehensive market research, and anything in between, we’ll develop a survey that meets your needs.
The key to a good customer feedback survey is asking questions that are both important to the firm and relevant to the customers. You also want to make sure that the survey does not take too much time to complete in order to prevent participants from abandoning the survey.
Coding and testing
Programming the online customer feedback survey and making sure it has the right flow and structure, looks good online, and is easy to complete.
Managing online survey
This involves launching the online survey, sending out invitations by email as well as reminder emails to encourage greater participation. Sometimes technical issues need to be addressed to make sure every participant who wants to complete the survey can do so.
Detailed survey report
Once the responses have been collected, the data needs to be analyzed. What is the customer feedback survey telling us? What needs to be improved from the customers’ perspective?
The survey report will include our recommendations based on the survey results. Recommendations may cover areas such as customer service, sales & marketing, operations, product development, billing, competitive positioning, etc.
Find out what your customers want with a professionally developed customer survey.
Let’s start a conversion about how we may be able to help.