How to Use Client Satisfaction Surveys to Inspire Customer Delight
Are you delighting your clients? In today's economy, your clients are watching their every dollar and their decision on where to spend that dollar is even more crucial. This means your client retention strategy should go beyond simply satisfying your clients. To consistently retain clients, you must delight them.
Think about some of the most popular brands in the world: Apple, Starbucks, Ritz-Carlton, Nike, Disney. What to do all of these brands have in common? They know what pleases their customers and they consistently seek to not only provide what their customers want, but to give their customers goods and services that they can get excited about. And, the delivery of these goods and services is with the focus on the client, not the company.
So, how do you know if you are delighting your clients? You will never know if you don't ask. Gathering client feedback is not a difficult process when you use the right tools. One tool that is very effective in gauging how your clients feel is the use of client satisfaction surveys.
User satisfaction surveys can be delivered a variety of ways, but Interactive Computer Response (ICR) Programs offer you a quick and easy way to find out how your clients feel. ICR Programs are interactive Q&A surveys that are delivered online, and can be customized with a unique URL, your company colors, logo, and incentives. Clients can also easily access your ICR user satisfaction surveys on their smartphones, so opinions about your business are registered instantly.
Then, once your clients complete the satisfaction surveys, you can easily review the data and apply the results to your client retention strategy. Delivering and receiving client feedback is only a part of the process. This valuable client intel should be delivered to you in a format that you can quickly gauge what's working and what's not working in your client satisfaction programs. The key to this is not just the amount of data, but having reporting that clearly analyzes and delivers the precise data you need. Look for reporting with ICR Programs that utilizes graphical representations of data to easily identify trends, and a flexibility to customize the reporting to highlight key areas of interest.
The competition never sleeps, and neither should your client feedback method. An effective client retention strategy is best informed from an ongoing pipeline of client feedback data that you can get from client satisfaction surveys.
How are you ensuring you delight your clients?
By Marci Bikshorn
Photography by Adam Borkowski