Why Customer Satisfaction Surveys Matter – And How To Do Them

Customer Satisfaction Surveys Matter

Customer satisfaction surveys can be a valuable source of information for entrepreneurs. As a startup owner, naturally you want to keep your customers happy. In order to do this, you need to know what they actually think about your products or services.

Not all of your customers will take the time to tell you about their experience with your brand. You can’t expect each buyer to rant or rave about your business on social media. For the most part, a huge portion will just quietly go about their day and either return or turn away.  

Former PepsiCo CEO Indra Nooyi once said:

“The basics of business is to stay as close as possible to your customers – understand their behavior, their preferences, their purchasing patterns, etc.”

This article covers all the benefits of running customer surveys. We’ll also mention some pointers on how to do them right, so keep reading!

What are the advantages of conducting customer satisfaction surveys?

#1. They can help you identify your company’s strengths

One empowering thing about doing surveys is that you get to learn what your strengths are. As you gather and analyze data, you will be able to tell what customers specifically love about your business. Having access to this information allows you to build on your strong points. As a result, you’ll get to attract new customers and retain existing ones.

#2. You get to determine your weaknesses

Surveys also let you discover areas of improvement. You should pay attention when certain aspects of your business get low ratings from customers.

Simply put, you can only take your business to the next level if you’re acutely aware of your shortcomings.

#3. Honest client feedback means a lot

In addition to rating scales, customer satisfaction surveys also need to ask open-ended questions. This gives customers the chance to do more than just click stars or numbers. They get to write their personal thoughts about your product or service.

Be sure to pose questions such as “How can we improve our product/service?” or “Do you have any additional comments about our business?”. Asking for people’s feedback and suggestions can aid you in understanding your target market better.

#4. You show customers that they’re valued

Of course, another advantage of doing surveys is making people see that you value their opinions. It shows you are interested in what they have to say and are willing to make necessary changes. When their voices are heard, customers will feel that they are part of the shaping of your brand.  

#5. It can contribute to customer retention

Unhappy buyers are bound to take their business elsewhere – unless you do something about it. In some cases, customer satisfaction surveys can make a big difference. As mentioned above, you want to assure customers that you’re willing to earn their trust. Letting them voice their concerns can make retaining them more likely.

And yes, it’s definitely a good sign when you hear from a disgruntled buyer.

Author and motivational speaker Zig Ziglar pointed out:

“When customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”

#6. You will begin to recognize trends

As mentioned earlier, surveys allow you to observe customer behavior. This means you get to spot trends as they happen – and taking quick action can greatly benefit your business.

An example shared by INC illustrates this well. According to the website:

“If there are a large number of customers unhappy about making an account to make a purchase, you may want to consider adding a guest checkout option for speed and convenience.”

#7. You can create new content for your marketing strategies

With permission from your customers, you can use portions of their positive feedback as testimonials. This means additional fresh content for your social media channels, which could be valuable for your marketing campaign.    

Customers always love hearing about what other customers have to say before making a purchase. That’s why posting favorable reviews about your brand can be a good idea.

#8. Customer feedback can guide you as you make important business decisions

You will constantly need to make big decisions as an entrepreneur. As such, you want to ensure that you’re taking informed steps that aren’t based on sloppy guesses. The data derived from your surveys can be extremely useful.  

Best practices for customer satisfaction surveys

Now that we’ve shown some of the immediate benefits, let’s talk about how to do surveys the right way.

First, you should construct your survey for a purpose. There’s no point posing random questions to your customers – your goal is to learn something valuable. Do you want to know how you can improve your customer service department? Or do you want detailed feedback about your newly-launched product? Knowing your purpose gives you focus on what you really want to achieve.

Next, decide on what method you will use. There are different ways to do a survey. For example, you can host it online using survey software. Another idea is to conduct it via email or even by printing the questionnaires and handing them out to store customers.  

Or you might want to consider offering incentives to those who complete the surveys. However, don’t disqualify those who give negative feedback from receiving rewards for their efforts. Remember, unflattering input can be even more illuminating than praise. 

Final thoughts

It’s truly crucial to work on satisfying your latest and most loyal buyers alike. Customer satisfaction surveys can be a highly effective tool for business owners as they try to learn about their target market. When studied well and used properly, the gathered data can even potentially lead to brand improvement and increased sales.

As American businessman Sam Walton once remarked about the importance of customers:  

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down simply by spending his money somewhere else.”

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