The benefits of good surveying go beyond learning how each customer liked your
product or service, it sheds light on where your company’s best opportunities
and biggest challenges lie. The most successful companies view customer surveys
as an extension of customer service and marketing instead of just research.
By incorporating survey Best Practices into its solution, Zarca makes customer
surveys easy to deploy and manage helping collect reliable and high quality
customer feedback. Some customers integrate Zarca’s solution with their
corporate CRM systems thereby putting into place consistent surveying at each
customer interaction. Zarca’s analysis and reporting engine delivers in-depth
analysis of customer feedback and timely insight to managers and executives.
Some Dos and Don’ts in Customer Surveys
- Think strategically. Instead of a one-off survey, think about an on-going study that lets you compare results over different time periods (this month vs. last month, this year vs. last year). While it’s good to know where you stand, it is better to know where you are going and longitudinal studies help you with that.
- Have your survey has been reviewed by a survey professional to ensure it.
- Keep your surveys short. There is a distinct correlation between response rates and length of a survey (all other factors being the same).
- Consider using a third-party to deploy your survey. Customers may be less forthcoming with negative information when survey is managed and administered by the company itself.
- Be sensitive to when you send the survey to your customers. Waiting too long after an interaction or doing it very close to the interaction (where there may still be outstanding issues from the customer’s perspective) can both compromise the quality of feedback you receive.
Types of Customer Surveys
Customer Satisfaction studies measure how customers perceive their experience
with your company relative to their expectations. Successful companies track
customer satisfaction scores to ensure they are delivering on customer
expectations. Customer Loyalty is a measure of an emotional connection between
your company and your customers. Clearly, while satisfied customers are
necessary for the survival of any business growth comes when existing satisfied
customers stay as repeat customers, plus direct people in their sphere of
influence to becoming your customers. Zarca helps its customers deploy both
Satisfaction and Loyalty surveys.
Survey Bank
Zarca provides questionnaires in popular areas of customer surveys as part of
its Survey Bank. Questionnaires in the Survey Bank include the essential
baseline questions on each topic. Questionnaires may be modified, customized and
deployed.
