| |
|
How To
Measure Customer Satisfaction
and Address Dissatisfaction
|
|
|
| |
|
Addressing
Customer
Dissatisfaction
Problems |
|
|
| |
Average
ecommerce return rates typically hover
between 15% and 30%, which is roughly double the
rate of brick-and-mortar stores. High
marketplace return rates are primarily driven by
clothing and shoes.
The
impact of customer dissatisfaction is huge.
It extends much further than the monetary losses
from returns. |
|
|
| |
|
Measuring Client Satisfaction
According to Go To Market
Strategies, these types of
information will help enhance
your performance.
*
* *
Just as we all evaluate our
successes and failures to create
our new resolutions, we should
also look at our current
relationships with customers to
determine what changes we need
to make.
|
|
|
 |
|
Client
satisfaction surveys are a good way to gather
key information about how well your company has
met customer expectations, how your company's
performance compares with the competition, and
how you could improve your company's process to
better serve the customer's needs. |
|
| |
|
Surveys are also an excellent
source for customer testimonials
and allow you to
benchmark your performance
for future comparison.
To
execute a successful client
satisfaction survey, build one
that your customers have the
time and inclination to respond
to, and that delves into the
types of information that will
truly help enhance your
performance.
Consider the following
questions:
|
|
|
|
|
|
What is the primary goal for my survey?
Companies implement surveys for different
reasons and at different magnitudes. Some want
to evaluate the
perceptions and performance of a specific
product, while others want to gather more
subjective data about the overall customer
experience. When assessing your current customer
satisfaction levels for the purposes of altering
strategy, avoid questions that pertain to the
performance of specific product features.
Instead, craft your questions to draw out how
your customers perceive your performance has met
their specific needs through your product or
service. By clearly identifying your company's
goal for implementing a survey, you will not
only determine the types and formats of your
questions, you will also be able to set
expectations internally around the results of
the survey.
How easy is my survey to respond to?
Customers will not respond to a survey that
requires too much effort on their part to
complete. Remember, this is a courtesy to your
company and every detail of execution must keep
the convenience of your customer in mind. By
e-mailing a survey, or sending a link to a Web
form, you remove any administrative overhead
time to answering your request.
|
|
|
|
|
What types of information am I asking the
customer to provide?
Be
sure to consider how long it will take to
respond to your questions. If each question is
asked in an open-ended format, the time it takes
for your customers to compose their response may
overwhelm them and cause them to abandon the
survey prior to completion.
On
the other hand, if each question is a multiple
choice, yes/no, or rating, the survey may not
take long to fill out, but the quality of
information you receive may not be helpful. It
is best to offer open-ended questions as well as
multiple choice, yes/no, or rating response.
What do I plan to do with the information? Am
I prepared to act on it?
You
must be prepared to act on the results. Nothing
irritates people more than asking for their time
and opinion and then doing nothing with it. Be
sure to look at all of the criticisms with an
open mind and find ways to remedy the issue or
perception. Share the results with your staff,
so they can help create ideas for improvement
and get personal reward from successes.
And,
finally, send a thank-you gift upon completion
of the survey and share how their feedback has
impacted, or will impact, the organization.
|
|
|
|
