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Tag Archive for customer feedback

How to Craft the Perfect Customer Satisfaction Survey

customer feedback survey

 

 

 

 

Let’s start with the most basic question…What exactly is a Customer Satisfaction Survey?

While they can come in many different forms, customer satisfaction surveys are used to gauge how your customers feel about your company or reveal details about an experience with your company. This knowledge is crucial and knowing how your customers feel about your product, services, and team is imperative to understanding how to grow as a company and improve customer experiences.

Why Conduct Customer Satisfaction Surveys?

If you don’t allow your customers a place to complain, you risk them doing so to all their friends, family, or anyone who will listen. And this negative feedback can break a business. It’s been said that angry customers will tell 9 of their friends about their bad experience. Regardless of the specific number, you know that you’re much more likely to talk about a frustrating experience than a mildly positive one.

How do you Create a Successful Customer Satisfaction Survey?

There are several different styles of questions that can be asked on a Customer Satisfaction Survey.

The first type is a simple Yes/No distinction:

  1. Was your experience satisfying?
  2. Did our product meet expectations?
  3. Did this article provide the answer you were seeking?
  4. Did you find what you were looking for?

The benefit of this is its simplicity. Most customers will only spend a few minutes filling out a survey so you want to gather as much information as you can before they lose interest and abandon ship.

Scale Questions

While Yes/No questions are easiest and quickest to answer, they do not provide the meaty responses that tell you how customers really feel. Almost all popular satisfaction surveys are based on scale questions.

Ask a question like “How satisfied are you with your experience?” and provide a scale. The survey scale could be comprised of numbers or you could use labels, such as “strongly disagree, disagree, neutral, agree, and strongly agree.”

survey

 

There are many pros to using scale questions.

  • It’s pretty standard and your customers will completely understand what to do when presented with the question.
  • You can very easily segment your data to make decisions based on individual survey responses.
Open-Ended Questions

While scale questions are important, they still don’t allow for qualitative insights. In other words, they don’t get at the “why” of an experience, only the “what.”

Open ended questions allow customers to speak freely about a product or experience and allow you to gain more feedback regarding what needs improving or what is working well.

Some examples include:

  • What do you like most about our new product?
  • What changes would most improve our new product?
  • What other products would you like to see in our store?
  • Would you recommend our products to a friend/family           member?
  • Is there anything else you would like us to know?
Following Up on Customer Satisfaction Surveys

Now that you’ve got insights on your customer satisfaction levels, what do you do with the data?

Follow up with survey respondents. The most important and oftentimes most-ignored step in a successful customer satisfaction survey campaign is contacting the valuable customers that complete your satisfaction survey. Making sure your team acknowledges and thanks anyone that completed the survey is critical to ensuring that customers will continue to provide you feedback — because it’s about building trust and showing them value.

You can’t always change your methods or practices to please all customer feedback, but you can address every piece of feedback that comes through in some way. Providing a response, even if what the customer is requesting is not something you will do, is always better than no response at all.

One of the biggest mistakes is putting all that effort into data collection and analysis, and then not acting on it. We collect data to make informed decisions in order to grow our business.

Ready to get the ball rolling? Start with a simple survey and ask customers how their experience was.

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When your Customers are Talking

It’s Time to Listen  

The single biggest complaint of customers is that salespeople talk too much and don’t listen enough. Poor salespeople dominate the talking, while successful salespeople dominate the listening.

 

It’s possible for you to talk too much, but it’s rarely possible to listen too much.

 

When salespeople are excellent listeners, prospects and customers feel comfortable and secure with them. They buy more readily and more often.

 

Why Salespeople Stop Listening

Salespeople have a lot to say because they’ve developed so much expertise. However, the fastest way to irritate a prospect is by talking too much and listening too little. Furthermore, salespeople have listened to the customer’s side so often, they can predict what the customer will say. Result: They learn less about customers’ changing needs than an effective listener would uncover.

 

Benefits of Good Listening

Listening builds trust. The best salespeople are concerned with customer needs and help them purchase products or services in a cost-effective way.

Listening lowers resistance. It reduces tension and defensiveness on the part of customers who realize they aren’t going to be pushed into making a purchase.

 

Listening is Not Hearing

Listening is different from hearing. Hearing is what people do when a bore starts talking. Listening is an active activity in which salespeople pay genuine attention to what customers or prospects say.

 

 

 

 

Here are some tips that help promote active listening:

  1. Show that you’re listening by giving short verbal feedback phrases like, “I see” or “Go on.” Nod your head. Use body language to show the customer you’re interested in what’s being said.
  2. Don’t interrupt. Ideally, the only time you should break up the customer’s conversation stream is if you need clarification on what’s being said.
  3. Avoid distractions. Focus your attention on the prospect or customer in a calm, relaxed atmosphere.
  4. Restate. This is repeating verbatim all or part of what a customer has said while placing emphasis on one part of it. The main purpose of restating is to get prospects to give more information and to let them know you are listening. Additional information can be the difference in making a sale or not.
  5. Ask pertinent questions.If you understand correctly, the customer will agree. If not, he or she will have a chance to clarify.
  6. Summarize. Active listening involves mentally summarizing points that have been made. Try to state these brief summaries at key moments in your presentations. Summarizing also lets you take charge of the direction of the conversation.
  7. Try to avoid arguing.A good listener is there to find out what the customer thinks and where she or he is coming from. If the customer wants to hear your opinion, he or she will ask. Otherwise, it’s a good idea to remain silent, especially if a customer is venting.
  8. Empathy is key. The way we do this is by mirroring one another’s behavior and language. Use the same words your customers do, in the way they use them, so they are assured you really understand their problems.
  9. Simplifying terms for self-service. If you want to help customers help themselves, don’t be fancy with the language. Drop the brand voice and mimic your customer’s approach.
  10. And the best advice of all…Remember the golden rule of listening. It’s possible to say too much. It’s rarely possible to listen too much.

 

 

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Customer Service Gone Wrong

What You Need to Avoid

 

 

Why does negative news spread so much faster than positive?

Because we all love a good story! But when it happens to you, it’s not so funny.

People love reading about bad customer service stories. They go viral because we’ve all been there – on the phone desperately needing help from customer service, or waiting in an endless line at the airport.

When you read about a bad customer experience, you feel empathy (and maybe some outrage) on behalf of the wronged party. It’s maddening when companies disregard the same customers they’re meant to serve, and it’s a near-universal experience.

Check out these five horribly bad customer service examples and what you can do to avoid them.

1. Walmart’s Pricing Blunder

You walk into your local Walmart and see a Lego set you want to buy for your son. You notice that the item at the store costs 35% more than the same exact Lego set on Walmart’s own website. What? Yes really. That’s exactly what happened to Clark Howard. But when he asked the team to meet their company’s online price, Walmart refused to price-match.

So he pulled up his phone and ordered the product online for an in-store pick-up. Howard says, “My son and I stood there and watched as a different employee came a few minutes later, picked the item up off the shelf, and brought it back to the holding spot for pickup.” Because Howard didn’t receive the email confirmation from Walmart.com until the following day, he couldn’t bring the item home that day. Instead, Howard had to go back to the store the next day — inconvenient, to say the least. Although Walmart doesn’t require that store managers match online prices, it would have been the best (and only) response in this scenario.

Takeaway

When companies prioritize a policy above the needs of customers, it shows. If you’re not sure how to respond in a scenario, think about what’s the kindest, most honest thing to do. This can easily prevent really bad customer service stories from happening on your watch.

2. Comcast’s New Low

There are lots of reasons not to like cable providers. You always have to argue for a fair rate, and most of the time, you don’t get what you need. But even in this not-so-helpful industry, Comcast is America’s most hated company.

In 2015, when Lisa Brown called to cancel the cable TV portion of her service, she was transferred to a retention specialist specifically trained to talk her out of it. She didn’t back down, though. Much to her surprise and agitation, the next service bill she received was addressed not to her husband, Ricardo Brown, but to “Asshole Brown.”

Just days after Brown’s story went viral, three more customers of the TV cable provider came forward reporting their names had been changed to derogatory words. Although Comcast leaders apologized to the customers and offered a two year refund, the incident still made waves. Because customers hate Comcast’s pricing model, and so many people can relate to the frustration, the story resonated with millions.

Takeaway

This bad customer service example typifies a work culture where employees are so fed up, they’re willing to sacrifice their jobs to make a point, and get a laugh. The best way to cultivate an empathetic customer service team is to treat the team with empathy, too. This sense of shared appreciation and respect will naturally extend to customers.

 

 

3. Target’s Trolling Incident

Not too long ago Target announced that they were changing how girls and boys items were advertised in their stores. In an attempt to create a more supportive and open environment for children, Target removed gender-based signs in some of their kids’ sections. Although a lot of people appreciated the change, some customers saw it as a move away from tradition for the sake of “political correctness” and commented on Target’s Facebook page.

Soon after, a Facebook user pretended to be Target’s help desk and trolled these unhappy customers. The Facebook user changed their name to “Ask For Help” and used the Target bullseye as their profile picture. They wrote snarky replies which did not bode well with the already livid customers. The perception was that Target didn’t care about their views.

Takeaway

As customer service expands into social media, there’s an increased risk for fake accounts that enrage (rather than delight) customers. Vigilance is the key to preventing a bad customer service example at your business. Always keep an eye on social media accounts. Although it can be difficult to stop these scenarios from happening, the quicker you shut them down, the better.

4. United’s Big Goof Up

United Airlines’ first big goof up happened in 2008 when United employees recklessly damaged the guitar of musician David Carroll. Sitting in his airplane seat, Carroll saw employees throwing around his guitar on the tarmac, powerless to protect his property. Like any concerned customer, Carroll went through the proper channels to report both the behavior and subsequent damage. “I notified three employees, who showed complete indifference toward me,” says Carroll.

The customer service experience was so appalling, it inspired Carroll to write and record a song called “United Breaks Guitars.” This musical rendering of his bad customer experience has been on YouTube for eight years, and it’s received over 17 million views! Employee indifference to the company’s mistakes ballooned into a PR nightmare for United.

Takeaway

Don’t you remember the Golden Rule? Treat others how you want to be treated. Empathy is the key to building a successful customer service team. If employees don’t care about the mistakes their company makes — and how they affect individuals — they’re not going to be invested in positive change.

Practice empathy with customers by asking more questions and mirroring their answers. No matter how difficult the situation, they’ll feel heard.

5. Gasp’s Retail Gaffe

Have you ever been in a shop and gotten snubbed by the staff? When Keara O’Neil went to an Australian clothing store called Gasp looking for bridesmaids dresses, the salesperson was pushy and mean, implying O’Neil didn’t have good enough taste to appreciate the company’s dresses.

O’Neil followed up with management over email who ferociously defended the salesperson. The Age reported, “In an email, the retailer asked her to do Gasp a favor, stop wasting the store’s time and shop elsewhere because she was not a ‘fashion forward consumer’ who could appreciate a ‘retail superstar’ with ‘unparalleled ability’.” The salesperson also called O’Neil unrepeatable names in a leaked internal email and and warned other “rude and obnoxious clowns” to stay out.

Gasp thought that this incident was a good thing because of the press the company received, but research indicates otherwise: a horrible customer experience can trigger a negative spiral of bad customer service that perpetuates indefinitely.

Takeaway

The adage “all press is good press” doesn’t apply to customer service — going viral for terrible service isn’t worth the momentary traffic boost. When you try to justify your (or your company’s) behavior, you excuse toxic behavior and set a new baseline for bad customer service.

The Bottom Line: Always Put your Customers First

 

Unfortunately every person has a terrible customer service story to tell. Even when it’s not as dramatic or extreme, customers experience terrible service every day, and it slowly erodes a company’s reputation.

The best way to tackle bad customer service stories is to prevent them in the first place. When you create a supportive environment grounded in respect and customer appreciation, you’ll never find yourself among these negative examples.

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