Surveys To Improve Customer Services
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We are constantly undergoing changes within our companies. Success one time
does not mean success forever. With bad management and poor customer service, a
company can find itself facing problems that they might not be able to handle.
But if a company mastered the skill in achieving an excellent customer service,
he may find himself in a position where he monopolizes the market share.
As I have said before, excellent customer service is the way to get customers
and consumers and have them coming back for more of your products and services.
But a one-time success in your business needs strict attention and observation
to maintain it. This involves a constant process that studies, changes and
improves your already excellent customer service. There are many ways on how to
maintain this. One of them is through surveys where you can acquire and use your
gathered customer information to change, if necessary, and improve your customer
service. But how can one go about taking surveys when the risk of having biased
answers is very high? Or how would you know that the customer feedback is
Surveys have been done all the time by companies seeking further improvement
in their services. They print out surveys and hand them out to the customers.
But what makes surveys difficult to gather is that the consumers and customers
usually participate in the survey or answer a company's survey form only when
they had a negative experience with the company and they have the need to lash
out at them at an opportunity given, and survey is an opportunity to do that.
Although any negative feedback a company gets can be turned into something
positive because they find out new things to improve about their customer
service, it is still not that accurate because it is not painting the complete
picture of what the company's after. If all the answers are negative given by
the customers, your data is not accurate. Also, as most surveys have a timeframe
for data gathering to be finished, you will find that the time to react has
elapsed by the time you have gathered all the necessary data.
So if your company is going to do surveys to gather customer information, I
will discuss below some important and necessary features your survey should have
to further help you achieve an excellent customer service.
It should be "agent anonymous." When I say "agent anonymous," the voice
intonation of your customer service representative should not, in any way,
affect or influence the customer taking the survey as it might bias the study.
It is important also that you have the customer's consent to participate in the
survey you are conducting, and this should be asked by the IVR not the agent. It
is also important that the survey be interactive so that it is easier, and the
customers can thoroughly complete it. When doing surveys, you should also always
remember that the time of the customers is important.
Although taking and completing the survey is important to the company, their
time is even more valuable. So make the surveys short and easy to understand.
Increasing the number of the customers who will be participating will also
increase the weight of the results of your survey. In the survey, allow the
participants to voice out their true feelings of your products and services so
that you can determine their true sentiments about your company. Numbers and
ratings alone are not enough to measure customer information surveys. What they
really think about you is more important.
Lastly, update your surveys every time since many changes can occur with your
customers that will ultimately affect your company. Reacting quickly to customer
demands, be it good or bad, can mean something to your business.
About the Author
Steven Taylor is a Marketing Consultant to
http://www.Retronix.com - one of the most innovative and effective
services suppliers to the electronics & semiconductor industries. Other services
include PCB repair.
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Article Published/Sorted/Amended on Scopulus 2007-11-09 23:04:49 in Marketing Articles