Find Out How Customers Feel About YouBy: Ron Sathoff and Kevin Nunley
Most of us run our businesses by gut feeling more than we like to admit. We can tell a product or service is popular from the sales figures, but we have to go on intuition to tell you why it is selling well.
At the same time, another service might not move at all. No one wants it even though logic would say the service should be a hot seller.
Wouldn't it be great to know exactly why and how customers feel about your business? Find out with a simple survey.
We don't say simple just to make it easy on you. Simple surveys work much better than long, complicated ones. Customers, who are always in a hurry, won't mind answering five questions, but they certainly won't take the time to fill out a 50 question form.
Start your survey with a heartfelt statement about how each customer's views and opinions are important. "Please tell us what you think so we can serve you better!"
This gives customers a reason to fill out your survey and feel good about it. It also encourages them to dig down deep and answer honestly.
Start with a few yes/no questions:
_________________________________________________Open-ended questions like this are a great way to get new ideas. Customers will often tell you about improvements, problems, or innovations you and your staff would never think of. It is also a good way to uncover new products or services you can offer.
Put your survey on your web site (quizbox.com and bravenet.com have free forms you can use.) Offer a free product, ebook, or discount for filling out the form.
You can also print your survey on half sheets of paper and put them on your counter or reception desk. Include them in invoices and mailed orders.
Surveys are a terrific way to get a better understanding of how customers feel about you and WHY they feel that way. But we are not completely away from gut feeling yet. Simple surveys like these are not scientific. You can't say for certain 25% of your customers hate your new product. For best results, take survey findings with a grain of salt. Remember -- these kinds of surveys are intended to give you ideas, not hard statistics. Combine what you learn from them with what you know from studying your sales figures and talking with customers and employees.
© Copyright 2002, Ron Sathoff and Kevin Nunley
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.