Continuous endeavour: what do our customers want?

Some of the most common reasons behind survey projects are: 

     1.Investigate possibilities for expanding into new markets or market segments 

  1. To prove or disprove a hypothesis about their audience, competitors, etc. 
  2. Track customer satisfaction levels 
  3. Compare awareness of their brand with those of their competitors 
  4. Measure changes in employee happiness over time 
  5. Get feedback on new or potential products 

What should be in your customer satisfaction questionnaire, and how can you get it in front of customers? This all depends on your goals and what exactly you’re trying to find out or improve. Here are a few common ways businesses use customer satisfaction surveys. 

Identify opportunities for new products by using a customer satisfaction survey to see what expectations aren’t met by existing choices. 

Customer satisfaction surveys are a great tool to drive regular communication between you and your customers. They can act as a reminder that you’re there—and that you value their business. Poll them on them how they’re doing, what suggestions they might have, and consider offering loyal customers swag or rewards for answering your surveys. 

“Customer satisfaction” is a common topic that businesses want to explore, and it’s a big question packed with smaller ideas. Instead of asking “ How Satisfied Are You with This Product? ”, you could instead ask people to give their opinion on three separate statements (asking them to weigh in on a scale of “Strongly Disagree” to “Strongly Agree”):

The individual statements provide insight into different pieces of your business, and the average of the scores give you a general measure of satisfaction that you can track over time and try to improve. Together, the three questions give you a precise, actionable answer to the question of customer satisfaction. 

For another simple way to survey customer satisfaction, use the  Net Promoter Score . 

Asking the ultimate question allows companies to track promoters and detractors, producing a clear measure of an organization’s performance through its customers’ eyes, its net promoter Score ® . Bain analysis shows that sustained value creators—companies that achieve long-term profitable growth—have Net Promoter Scores (NPS) two times higher than the average company. And Net Promoter System leaders on average grow at more than twice the rate of competitors.

The best way to gauge the efficiency of a company’s growth engine is to take the percentage of customers who are promoters and subtract the percentage who are detractors. This equation is how we calculate a net promoter Score for a company:

Your Net Promoter Score is simply the percentage of promoters minus the percentage of detractors. It’s a number you can compile and track regularly, not only for a whole company but also for each business, product, store, or customer-service team. You can also track it for customer segments, geographic units or functional groups. It helps everyone focus on the twin goals of creating more promoters and fewer detractors. It is, quite simply, your customer balance sheet. 

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