Right now it’s more important than ever to implement a proactive customer satisfaction measurement system in your business.
In a down market, everybody is revisiting their purchasing decisions searching for every possible means of saving a dollar. Your customers, like everybody else, are asking tough questions before committing to even the most stable business relationships. When payroll isn’t easy to make, we actively start evaluating old business models and cashflow becomes king.
However, all the effort and expense of your surveys won’t serve for anything, if your customers don’t answer. To be useful and meaningful, your satisfaction measurement system needs to have adequate response rates. The following five ideas are essential if you want them to answer:
Keep the survey short. If you try and make your customers sit down and fill out three pages of detailed questions, you’re going to fail. Time is a scarce and valuable resource for everyone, and especially so for your customers. Show respect and design your system in a way that allows them to finish in under two minutes.
Invite your customers to participate. If you just place survey cards on top of a desk somewhere, you’re not going to get responses. No one really enjoys filling out surveys and unless you are proactive in trying to get their participation, it just won’t happen.
Build satisfaction measurement daily routines. Don’t let measuring customer satisfaction be a twice a year job you do as an afterthought. Instead, make it part of the way you interact with your customers on a day to day basis. That way you’ll be able to collect a continuous flow of valuable management information.
Share the results with your customers. The best way of letting your customers know that their opinions are important is by proving it to them. I don’t mean you need to call attention to every detail. Write a summary of the most important conclusions and send it out. Don’t forget to say thank you.
Prove to them that your serious about satisfaction. If you limit your measurement efforts to a wrinkled photocopied printout which hasn’t been changed in six years, you’re sending a very negative message to your customers. Implement a modern technologically advanced system and you’re sending another message altogether.
These steps can be implemented, quickly and at little cost, using a new system called Gustometria. By touching the screen of the “gustometer” with their fingers, customers answer a short survey. Usually it takes them about a minute and a half to finish, and once they’re finished the results are automatically collected and processed by the Gustometria servers.
In the analysis stage, Gustometria really shines. Thanks to the sophisticated business intelligence system built into the Gustometria website, you are able to contrast your custom profile questions with the scores for every one of your valuation questions. This way not only can you extract the maximum value from your collected data, but you can also adapt your surveys on the fly to meet new customer perceptions and needs.
The benefits of the Gustometria system are substantial and easy to put into practice, and you can be up and running in less than a week.
Don’t hesitate to call Gustometria toll free at 1-877-448-7865.
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