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Customer Satisfaction Surveys: Uses & Implementation

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  • 0:00 Satisfaction Guaranteed
  • 0:52 Creating a Survey and…
  • 1:54 Improve Response Rate
  • 2:36 Prioritizing Change…
  • 3:47 Lesson Summary
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Lesson Transcript
Instructor: Amber Dixon

Amber works with graduate students enrolled in a virtual program and has a Master's of Social Work degree.

This lesson will discuss the importance and benefits of customer satisfaction surveys. We will review common questions to include in surveys, ideas for increasing response rates, and how to prioritize and analyze feedback.

Satisfaction Guaranteed

Customer satisfaction is the responsibility of all company employees. Each staff should ensure that customers are pleased with services and products on a regular basis. A common tool for collecting customer feedback is to distribute satisfaction surveys. The work is not finished once the feedback has been returned, however.

Let's discuss in more detail the reasons for creating a satisfaction survey. The feedback from customers can help a business grow and expand their services, products, and clientele by ensuring their customers are satisfied with the company, its staff, and its products or services. There are many benefits to obtain customer feedback, including opportunities to identify needed change and receiving positive feedback about what is important to customers that is already being provided.

Creating a Survey and Common Questions

Creating a survey entails decisions regarding values and standards that the company wishes to measure against the experience of the customer. Businesses should be mindful of these questions when developing customer satisfaction surveys.

  • What needs to be measured?
  • How much data is necessary to collect?
  • How will customer feedback be used?

Common questions for surveys are related to categories including customer care, quality of service or product, and overall satisfaction with company experience. Common questions often include rating scales asking customers to rate their answer on a scale of one to five, with either one or five being the least satisfied and the alternative number meaning the most satisfied. Let's take a closer look at common question to include in these surveys.

  • Did you wait more than five minutes before being helped?
  • Were you greeted in a timely way by staff?
  • Did staff show knowledge of the services and products?
  • Would you refer a friend or family member in the future?
  • How would you rate your overall experience from beginning to end?

Improve Response Rate

There are a variety of ways to solicit customer feedback and improve response rates from customers. Let's look at an example. Marty noticed he had a poor response regarding mailed surveys for customers to hand-complete for feedback on their experiences at this resort hotel. He decided to use social media to reach more customers. Marty decided each week to post a different question to engage customers to solicit feedback for quality, cleanliness, and recreation.

Providing feedback should be convenient for the customer, which ensures they are more likely to be engaged. Additional techniques include comment cards and simply asking customers at the end of their service or transaction what could be improved.

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