Breakups. They happen to the very best of us. No doubt we’ve all heard those infamous lines. “I need more space”. “I need to just find myself”. “It’s not you – it’s me!” Despite what they say, it always ends up pretty much the same. The bags are already packed and before you can say “I’ll be better – I promise”, he’s already riding off into the sunset.
But enough about my ex. Today, we’re talking about customer satisfaction and how just because they’re sticking around for now, doesn’t necessarily mean they’re completely happy. Now it’s possible we might be dropping some Truth Bombs today, but stick with us.
Ask yourself – ‘are my customers happy’? ‘Yes’, you say? Well, how do you know? If the answer is, because they haven’t left yet, then see above. As much as customers often like stability and familiarity in their lives, perhaps they just haven’t found their Lorenzo yet. Or rather, he hasn’t found them.
There is another aspect to this. An article by Littlechild (2008) points out that engaged and committed clients are more likely to increase the profitability of the business, not just through buying more themselves, but also through a greater enthusiasm for referrals to friends and family.
So, ask again – ‘are my customers happy’? Well there’s one really easy way to find out – surveys! The great thing about surveys is that they’re quick and cheap, yet they can gather lots of important information. But by far the most important thing about surveys is that they’re anonymous, which means your customers won’t hold back and give you some really honest feedback.
The chances are if you don’t get any negative feedback then you’ve not asked the right questions. That concept is perhaps being a little harsh on most business. However, it promotes the idea that there are always things that can be improved upon. Darwin Wealth Management in Shrewsbury recently commissioned Mischievous Marketing to undertake a client care review to evaluate whether their service was fit from purpose from a client’s perspective and how often and what type of communications clients wanted to receive. From a marketing perspective, this information was invaluable – raising the profile for what they genuinely do well from their client’s perspective. Find out more about their approach here.
Once you’ve settled on the idea of conducting a customer survey, you need to think about what sort of things you need to ask. You may already have a good idea about what you think needs improving in the business. But going back to the Littlechild article, it seems there are just 3 key measurements for client engagement/satisfaction: service, offer and relationship. In other words, once you’ve completed your survey draft, go back over each question with these three points in mind. If a question doesn’t fit into one of these three categories, ask yourself whether it really needs to be in the survey.