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Survey Sezzzzzzzz...
Dear Colleagues,
If you have heard it once, you have heard it a thousand times.
The game show host on Family Feud asks a question to the contestants
and just before the polled answer is revealed, he prefaces the answer
with, "Survey Sezzzzzz".
In the roar of excitement the most popular answers in a poll are
revealed to everyone watching.
Surveys can reveal much more than some silly answers for a game
show contest. Surveys, when used properly, can literally shape the
way you do business with your customers and determine your level
of client satisfaction. In the big picture, a properly managed survey
can help you discover new streams of revenue or even completely
re-frame your next marketing and promotion strategy.
Now, before you get all wound up about how to conduct a meaningful
survey, let me assure you that it is much easier than you think. In
fact, the simpler the survey the more revealing it can be. One thing
is absolutely certain. If you want your customers to respond to
your survey, it must be kept simple and attractive.
Your customers are no different than you. They are busy people
and don't want to be bogged down with more paperwork, no matter
how simple you might think it is.
Here are 5 time-tested tips for conducting your next customer service
survey.
1. K.I.S.S. - Keep It Simple Survey. Simple
is better in this case. Unless you have the resources of
the Gallup organization or Nielsen Ratings, your best results
will come when you ask simple, direct, and easy to answer questions.
Example: Were our employees helpful, courteous and responsive
to your needs? Or: Did our company meet or exceed your purchasing
expectations? Or: Will you recommend our company to your friends
and colleagues? As you may notice, these questions can be answered
with a simple yes or no. You might give your customer a few more
options by allowing them to answer: No, Never, Sometimes, Most
of the Time, Yes. The point is to have a set of questions that
can be answered with a simple check mark.
2. 3-Minute Rule. Your survey should be created
so that it can be completed about 3 minutes. That means that you
will only ask between 6 and 10 direct questions to your customer.
Ask the questions that are relative to your business and that
answer the issues that will help you improve your product and
service. Take the survey yourself prior to sending it out to your
customer. Examine if the survey is succinct and can it be taken
in about three minutes.
3. Encourage the return. In most cases, the
easiest kind of survey for a busy customer to return is one that
is printed on a self-addressed, stamped 4" X 6" post
card. Your questions are on one side of the card and the addressing
information is on the other side. Invest in pre-paid postage to
make it easy for your customer to drop it in the mail box. The
best way to ensure that your customer will complete the survey
and give you candid answers is to have it return addressed to
a unbiased third party. You can have the card returned to your
accountant's office or to your insurance agent's office. To your
customer, these folks will appear as a clearinghouse for your
surveys. This will encourage them to complete the survey with
more honesty and timeliness.
4. Ask for a quote. Rather than ask for a testimonial
letter or comments about your company, ask for a quote. It is
much easier for your customer to think of a quote than a long
testimonial letter or an extensive comment. For example, their
quote might be, "Best experience I ever had." This simple
quote is much easier to use in your marketing material and it
is much easier for your customer to think of. You should include
a little space on your survey form for "Customer Comment".
If they choose to say more than a few words, they have the space
to do it. For the most part, you will get more mileage out of
a quote than a battery of testimonials.
5. It is NOT a survey. What???? You thought
this whole article was about customer satisfaction surveys. It
is, but let's not call it that. Your survey card or letter should
read, FEEDBACK APPRECIATED, or TELL US WHAT YOU THINK,
or WE'RE LISTENING WITH BOTH EARS, or GET QUOTED,
or if you really want to take it to the edge, you can print a
family feud spoof and say, SURVEY SEZZZZZ. You will get
far more responses from your customers when you refer to your
survey as something fun and helpful rather than another boring
survey form.
As you can see, these strategies are simple and easy to implement.
The most optimal times to ask your customer to be quoted is at the
beginning of your project and at the very end as they are paying
the final invoice. In the beginning, your customer can give you
feedback on the sales process and what influenced their decision
to buy from you. At the end, they will tell you what they think
about your product and service.
The strategy of collecting survey information is critical to the
life of your business. It is Strategy #74 and #75 in my book, 101
Power Strategies to Promote Yourself as The Contractor of Choice.
Customer feedback is extremely valuable, especially when you listen
and take your customer's feedback seriously.
Until next time, take great care.
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June 23, 2002
Paul
Montelongo
"America's Construction Industry Motivator"
Watch
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