Why should you survey your customers?
You can identify areas to develop/grow your business by using customer surveys. By engaging with those who use your services, you can dig deep into what makes them your customer and ultimately enrich these relationships. Quite often, feedback can reveal things that you have not thought of. Customers feel valued when you have taken on board their concerns and implemented their ideas. Keeping in tune with your customers enhances your customers' loyalty and helps your business to stay ahead of the competition.
Do customers like them?
Yes, customers feel valued and appreciated when you bring them into your business. After all, they part with their euros to spend with you. Businesses cannot function without them. Getting yourself in front of them and providing an opportunity to share their thoughts and opinions can provide valuable insights for your business. A well thought out survey that allows your customer to offer their honest opinion in their own time can provide valuable insights for your business. People love to complete surveys if there's something in it for them. People want to win that prize draw or gift card or receive a discount.
Research suggests that people prefer to complete surveys online. There are many Survey tools and platforms available depending on your need and budget, such as SurveyMonkey, TypeForm, JotForm. For something simple and functional, you cannot go wrong with GoogleForms. Get the right style and length of the questionnaire. Too long, and attention wanes. Ask the right questions. What is it that you want to know from your customer? A survey should offer quick thinking and immediate participation while fresh in their minds. Encourage participation by offering something in return? Can you award a discount or a gift?
Have I put it into practice?
Yes. I have a client in the hospitality industry, and they wanted to carry out a survey. They had successfully weathered the pandemic storm, but that doesn't mean the pandemic didn't jar their business; it did, but they adapted very quickly. They also maintained an excellent takeaway service, still feeding the locals their bountiful portions. With the easing of travel and health restrictions, they wanted to know what their public thought before the start of their Spring/Summer season.
I chose the simplest of survey routes possible, GoogleForms. I am an avid Google user, so it was easy to create and distribute. Participants don't need or want anything laborious.
We selected questions that we wanted answers to.
We offered each participant the opportunity to enter into a prize draw for a dining voucher of 40€, a win-win
We gave a long enough window of opportunity but not too short. The link was accessible via their Facebook page and shared across Facebook groups where their customers hang out.
The findings were enormously empowering for the business owners and their staff. They do their utmost to create a great customer experience. However, the nature of their business means they see hundreds of people, and they don't always get to read, see, feel the value that they bring to a customer. An empty food plate provides that for them.
There were some great suggestions, some of which they can follow up. Some they cannot, simply because they are in the food industry, and that's what they do, and their focus is creating the best dining experience for every one of their guests.
The timely exercise allowed their customer base to get involved. Many of whom have been stalwart supporters of their business during challenging times. With 2022 marking a new way forward, they can look forward to continued success.