3 Ways to Make your Satisfaction Suveys more Customer-Centric
Last week, I received seven customer satisifactoin surveys from companies that I did business with the previous week. Those surveys ranged from the Dunkin Donuts Satisfaction Survey from a $2.21 coffee purchase, to a Delta Airlines Satisfaction Survey for a $721 flight.
The Problem with Most Surveys
There's something that I've noticed about most of these surveys: they're more about the product, than about the customer.
In a customer-centric world, this isn't right, is it?
Of last week's seven surveys, most contaied a lot of detailed questions about things I didn't even notice during my use of the product or service.
The survey I received after a two-night hotel stay asked me to rate my satisfaction with the following:
The friendliness of the receptionist at the front desk
The availability of towels at the pool
The variety of food in the restaurant
Those questions are more about the product, than they are about the customer. Here's why I say that:
When I stay at a hotel, especially for business, the friendliness of the receptionist at the front desk isn't that important to me. What matters is how fast and how efficient they are in getting me checked in.
When I stay at a hotel, the variety of the food in the restaurant isn't that important to me. If I go to the hotel restaurant, I do it for more for the convenience, and less for the menu.
The best surveys that I've seen - the most customer-centric surveys that I've seen, are the ones that ask me what's important to me.
Here are three characteristics of satisfaction surveys, that make them customer-centric:
They ask me what's important to me. Each question that asks me to rate a feature (on a scale of 1 to 5, or 1 - 10) will also ask me to rate how important that feature is to me (on that same scale). You don't want to invest in improving features that are not important to the customer!
They contain open-ended questions. No survey can cover every possible question (Don't even try it, because as the number of questions increases, the number of quality responses decreases.). So, ask an open-ended questions, to allow the customer to you what's important to them, and how well you executed on it. After all, that's the stuff to focus on.
They ask the "Ultimate Question."And remember to ask the Ultimate Question: would I recommend you? if yes, why. If no, why not. Because when all is said an done, knowing what you need to improve upon (or continuing doing well), in order to generate word-of-mouth marketing, is what surveys should be all about.
What's the most "customer-centric" satisfaction survey that you've received, and what made it that customer-centric?