Studies indicate, that 73% of the businesses that offer excellent customer service enjoy more revenue. While we all agree perfection is not reality, shooting for it is a pretty decent goal to have.
Customer Satisfaction surveys are the most straightforward method to gauge customer sentiments. And, here you will be asking your customers to rate their customer experience on a Likert scale of 1 – 3, 1 – 5, or 1 – 10.
On a scale of 1-5, most definitely you should be trying to get a 5.
But “You don’t have to be the perfect, blow-me-away service I ever had in my life, to get a 5”. Brace yourself, for here comes the secret- “You just have to be better than average always”.
Now that sounds easy, yet why do you think so many companies are falling behind, unable to achieve the perfect score? Well, being average is not too hard, but to be consistent is!
Horst Schulze, the former president and founder of Ritz-Carlton Hotel Company believed that “If you are just 10% better than the average, but all the time, you are gonna meet and exceed expectations on a regular basis”. On a scale of 1-5, the average is 3. And 10% better than 3, that is 3.3, is all it took to put Ritz Carlton into the category of ‘one of the finest hotel chains in the world.’
Creating surveys that stand out is an art. Take a closer look, you’ll understand there’s a lot of science that goes into brewing that perfect set of questions. Remember, you share your customers with other brands too. So burdening them with another regular survey is simply not going to yield the expected results. So it becomes all the more important to make your survey stand apart.
Keeping it short and easy to take is the key. Even if you had the most fantastic brand experience, customers are going to be reluctant when they see a long survey. Surveys are the last customer touchpoint; keeping it pleasant helps them reflect the answers more accurately.
Figuring out a way to get the insights you are looking for with minimal effort from your end-customers can help increase your survey completion rates as well as the quality of feedback.
Once your customers put you into the category of ‘long, dull surveys’ your survey emails are going to end up unopened and abandoned. Keep your surveys short and be consistent with the format. Knowing that all your surveys will be easy to take increases your survey’s open rates.
For a customer who just had an amazing customer experience, the cherry on top would be a pleasant survey. After all, surveys mark the end of any customer interaction with your business, make sure that it is worth remembering!
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