Customer Satisfaction is a very important domain for anyone who wants to have a successful business. Satisfied customers are more loyal, buy more and add significantly to the company’s revenue. Gauging it tells the concerned company how well its product or service fared in the consumer market. Studies suggest that customers who are satisfied with a company’s product also spread a good word about it and act as its brand ambassadors. Along with all this, it helps in self assessment of the company. Because of the advantages that comes with it, Customer Satisfaction Survey is a very desirable metric.

Most Common Customer Satisfaction Survey Mistakes

Companies conduct Customer Satisfaction Surveys quite often for their own good. Yet they make many mistakes. Here are some of the most common mistakes companies make.

1. Incorporating only one type of question

The survey must include open-ended questions or questions that ask for suggestions or improvement. This shows that their views matter and their feedback will be taken into account. But this does not mean that the survey should contain only evaluative questions like these ones stated before. The surveys should include Yes/ No questions, one word questions and rating questions as well. Overuse of any type of question may exhaust the respondent.

2. Prompting answers in questions

While writing the questions, the concerned authorities must keep a neutral tone. Under any circumstances they must not push the respondent to give a targeted response. Neither must they prompt the answer to the respondent. Though a good rating is desirable, identifying unsatisfied customers and the cause of their dissatisfaction is the real motive behind conducting the survey. To get this kind of data they must formulate questions in the most neutral way possible so that they do not influence the respondents.

3. Not asking specific questions

The authorities must not frame questions to yield specific responses. But this does not mean they should not target anything at all. They must frame questions to get accurate answers that give valuable feedback. But for it the questions must be quite specific.

4. Sending surveys too frequently

The companies shouldn’t send surveys to their customers very frequently. If companies send multiple surveys in a short period of time, the incidence of response may decrease. After some time, such behaviour may even result in a more negative response with every survey sent. The closer the survey requests are, the more apparent this trend becomes. While it is important to track customers’ satisfaction periodically, the companies must not overdo it. They must find the right balance.

5. Asking for personal questions or identity of the respondent in the beginning of the survey

It is important to authenticate the identity of the respondents for implementing the information collected efficiently. This also allows the companies to use the collected data for targeted marketing campaigns. However, the concerned authorities must not ask for personal information (age, sex, location, etc) in the beginning of the survey. They must also not ask for intimate information either. The respondent might think that the survey is designed to collect their personal data or worse. They may also think that it is fake and the administering company will misuse their personal information. Additionally, asking these questions first will not set the right atmosphere for customers to interact with the concerned brand and they become less likely to respond properly. Identification questions, which are more personal, can be asked at the end of the survey. By that time, the administrators will also gain trust of the respondent. The respondent will also be sufficiently engaged by this time in the process and they will be less likely to not finish the survey.

6. Using very complicated vocabulary or confusing language

To get any kind of information from the customers, the questions asked must be clear and understandable. Questions should not contain terms that are too technical or complicated grammatical structures that might lead to confusion. There can still be some technical terms which cannot be omitted at any cost. In such a condition, the survey setter can define such terms with concepts or vocabulary that the respondents are familiar with. The respondents may misunderstand some ambiguous terms; as a result the whole question may be misinterpreted. In such a case, the data collected may not be valid. It may not portray the real perception of the customers and might even mislead key decision makers. What is the use of collecting such a data which is not authentic when the goal of the survey is to get accurate, useful data.

7. Presuming customer’s stance

Sometimes the companies presume the customer’s opinion about the product or service. Neither must they presume the basic information about them. This is a very common mistake that companies make. They end up designing questionnaires based on partial knowledge of the customers. The authorities also omit some critical domains which might alter the analysis of the responses. To avoid this error, companies can ask questions from a broad horizon of topics.

8. Making the surveys too long or too short

In order to reduce the customers’ survey fatigue, companies end up making satisfaction surveys so short that the required data is not collected and the results are not used for effective decision making. On the other hand, if the survey asks for too many details, it becomes too long.  As a remedy, the authorities can use Customer Pulse Surveys on a monthly or weekly basis. They can supplement it with a quarterly or biannual full scale survey.
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Even after administering the surveys and analysing the responses, the task does not end. The concerned company has to -
  • Many indicators of customer satisfaction are available. The company must select the type of survey according to its needs. If possible it should customize it according to its needs.
  • Incorporate the analysis in improving the customer service and marketing techniques. They should also use it for strategic advancements.
  • Administer the surveys periodically and this should not be a one time affair.

Posted in Analytics, Customer Feedback, Customer Satisfaction, Survey Questions, Surveys, Uncategorized

Tagged customer satisfaction, customer satisfaction measurement, customer satisfaction survey, customer satisfaction survey mistakes