Not-So-Scary Steps to Customer Surveys

Surveys are meant to help you identify what your clients like about your service and what areas need improvement. Here are some tips for developing your own client survey:

1. Know what to ask. Identify 3-5 areas of concentration such as customer service, turnaround time, quality, etc. Try to focus on areas where you can apply the feedback rather than areas that are out of your control.
2. Survey the right people. Who you ask is just as important as what you ask. If you want to know how your service affects your clients, send your survey to current customers. If you want to know your market potential and gauge your exposure in the marketplace, survey potential clients.
3. Provide a multiple choice. Give answer choices such as strongly agree, agree, disagree and strongly disagree to help your customer complete the survey with ease.
4. Keep it brief. Don’t overwhelm your customers with long surveys. If you can keep your survey to no more than 10 questions, your chances of receiving a completed survey back will increase.
5. Offer an incentive. Offering a discount or a chance to win a grand prize will entice clients to complete the survey. After all, your customers are doing you a favor by completing your survey.
6. Go online. Statistics show that online surveys are three times more likely to receive a response than paper surveys. Online surveys are easier to complete, less expensive to distribute and can be timed to mirror a recent event. In addition, responses can automatically download into a database giving you easy, real-time results.
7. Put a stamp on it. If your survey is to be returned by mail, include a self-addressed envelope with a stamp.

Once you receive your returned surveys, consider assigning a point system to the responses. This will help you arrive at an average for each individual area and a weighted average for your business as a whole. It will also be a great benchmark for comparing future survey results.

“Tricks or Tips” for Maintaining Customer Loyalty (ok – mostly tips)

Many businesses focus more on obtaining new clients and not enough on retaining current clients. However, client retention is more cost effective than finding new clients, and it’s better for your reputation. After all, for every happy client you have, he or she will tell three people; but, an unhappy customer will complain to 10. Here are some tips for maintaining customer loyalty and building word-of-mouth marketing at the same time.

• Build it into your corporate infrastructure. To help create an informal and inviting atmosphere for guests, the Walt Disney Company takes pride in addressing everyone on a first-name basis. Even Walt Disney insisted that everyone from the executive staff to the custodian on Main Street call him Walt.
• Focus on your customer in a way that sets you apart from the competition. It can be as simple as greeting your customers as they walk in the door. Walk into Moe’s Southwestern Grill and the entire staff will say “Welcome to Moe’s” – it’s catchy, it’s simple and it’s always nice to feel welcomed.
• Reward your customers. Credit cards and airlines are famous for customer reward programs. The more business a customer gives, the more he or she will receive in prizes, discounts and other perks. Consider a referral program and reward clients who help you grow your business.
• Make it right. Sometimes, through no fault of your own, something unexpectedly goes wrong. How you handle the situation may salvage the unfortunate experience, earning you more trust with your customer. For example, an ice cream parlor owner may consider replacing a child’s dropped ice cream cone free of charge. It’s a small token to pay, but it will go a long way.
• Thank your clients. It can be something as simple as a handwritten note. Princess Diana wrote thank you notes to everyone she encountered – from celebrities to waiters – she made a point to show her appreciation. Try writing at least one thank you note a day – you’ll be amazed by the positive feedback you will get in return.

“HEAD(less)LINES”

Sometimes headlines can have a double meaning. When writing headlines, make sure you think about what the headline is actually saying – because from an outsider’s perspective, it could take on a whole new meaning. Below are some of our favorite newspaper headlines that actually made it to print:

“Grandmother of Eight Makes Hole in One”
“Two Convicts Evade Noose, Jury Hung”
“Milk Drinkers are Turning to Powder”
“March Planned for Next August”
“Patient at Death’s Door; Doctors Pull Him Through”
“Deaf Mute Gets New Hearing in Killing”
“Queen Mary Having Bottom Scraped”
“Panda Mating Fails – Veterinarian Takes Over”
“Two Sisters Reunite After Eighteen Years at Checkout Counter”
“Blind Woman Gets New Kidney from Dad She Hasn’t Seen in Years”
“If Strike Isn’t Settled Quickly It May Last a While”
“War Dims Hope for Peace”