As your business begins to grow and your customer segments begin to expand, you’ll have to start addressing the idea of customer feedback and all the complexities that accompany it. From my experience, you’ll learn two things immediately:
- There are many great tools to use to create customer feedback surveys.
- Using these tools to create meaningful surveys can be extremely challenging.
Most entrepreneurs discover this the hard way. Hours of valuable time are wasted creating surveys filled with ineffective and confusing questions. For some reason, customer feedback surveys have become a “trial-by-fire” learning process for most new entrepreneurs. And while “trial-by-fire” may sound note-worthy, it is wholly unnecessary and a waste of valuable time and money.
We’re here to help you skip this arduous process, breeze through the fire, and ensure you are capturing a clearer understanding of your customers' experiences and your company as a whole.
Every company claims to care about customer satisfaction. Fancy television salesman claim that “customers make the difference” or that “they’re our bottom line.” On the Internet, the large majority of client landing pages have the word values or goals in bright colors, immediately followed by claims about how their customers come first.
While it's understandable why many companies make these claims—regardless of how valid they are—what's alarming to me is the percentage of companies that are completely backwards in the way that they measure their customer feedback. It's as thought they think it's more important to claim satisfied customers than to actually find out what makes them tick. Not only do the majority lack the proper strategies to accurately gauge satisfaction, but they also compound the mistake by making serious decisions based on the inaccurate data they gather.
Let's take a look at the ways we can properly measure customer satisfaction and fix broken surveys!