"Survey Sezzzzzz"
By Paul Montelongo
If you have heard it once, you have heard it a thousand times. The game show host on Family Feud asks a question to the contestants and just before the polled answer is revealed, he prefaces the answer with, "Survey Sezzzzzz".
In the roar of excitement the most popular answers in a poll are revealed to everyone watching.
Surveys can reveal much more than some silly answers for a game show contest. Surveys, when used properly, can literally shape the way you do business with your customers and determine your level of client satisfaction. In the big picture, a properly managed survey can help you discover new streams of revenue or even completely re-frame your next marketing and promotion strategy.
Now, before you get all wound up about how to conduct a meaningful survey, let me assure you that it is much easier than you think. In fact, the simpler the survey the more revealing it can be. One thing is absolutely certain. If you want your customers to respond to your survey, it must be kept simple and attractive.
Your customers are no different than you. They are busy people and don't want to be bogged down with more paperwork, no matter how simple you might think it is.
Here are 5 time-tested tips for conducting your next customer service survey.
1. K.I.S.S. - Keep It Simple Survey. Simple is better in this case. Unless you have the resources of the Gallup organization or Nielsen Ratings, your best results will come when you ask simple, direct, and easy to answer questions. Example: Were our employees helpful, courteous and responsive to your needs? Or: Did our company meet or exceed your purchasing expectations? Or: Will you recommend our company to your friends and colleagues? As you may notice, these questions can be answered with a simple yes or no. You might give your customer a few more options by allowing them to answer: No, Never, Sometimes, Most of the Time, Yes. The point is to have a set of questions that can be answered with a simple check mark.
2. 3-Minute Rule. Your survey should be created so that it can be completed in about 3 minutes. That means that you will only ask between 6 and 10 direct questions to your customer. Ask the questions that are relative to your business and that answer the issues that will help you improve your product and service. Take the survey yourself prior to sending it out to your customer. Examine if the survey is succinct and can it be taken in about three minutes.
3. Encourage the return. In most cases, the easiest kind of survey for a busy customer to return is one that is printed on a self-addressed, stamped 4" X 6" post card. Your questions are on one side of the card and the addressing info rmation is on the other side. Invest in pre-paid postage to make it easy for your customer to drop it in the mail box. The best way to ensure that your customer will complete the survey and give you candid answers is to have it return addressed to a unbiased third party. You can have the card returned to your accountant's office or to your insurance agent's office. To your customer, these folks will appear as a clearinghouse for your surveys. This will encourage them to complete the survey with more honesty and timeliness.
4. Ask for a quote. Rather than ask for a testimonial letter or comments about your company, ask for a quote. It is much easier for your customer to think of a quote than a long testimonial letter or an extensive comment. For example, their quote might be, "Best experience I ever had." This simple quote is much easier to use in your marketing material and it is much easier for your customer to think of. You should include a little space on your survey form for "Customer Comment". If they choose to say more than a few words, they have the space to do it. For the most part, you will get more mileage out of a quote than a battery of testimonials.
5. It is NOT a survey . What???? You thought this whole article was about customer satisfaction surveys. It is, but let's not call it that. Your survey card or letter should read, FEEDBACK APPRECIATED, or TELL US WHAT YOU THINK , or WE'RE LISTENING WITH BOTH EARS, or GET QUOTED , or if you really want to take it to the edge, you can print a family feud spoof and say, SURVEY SEZZZZZ. You will get far more responses from your customers when you refer to your survey as something fun and helpful rather than another boring survey form .
As you can see, these strategies are simple and easy to implement. The most optimal times to ask your customer to be quoted is at the beginning of your project and at the very end as they are paying the final invoice. In the beginning, your customer can give you feedback on the sales process and what influenced their decision to buy from you. At the end, they will tell you what they think about your product and service.
The strategy of collecting survey info rmation is critical to the life of your business. It is Strategy #74 and #75 in my book, 101 Power Strategies to Promote Yourself as The Contractor of Choice.
Customer feedback is extremely valuable, especially when you listen and take your customer's feedback seriously.
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