How Are We Doing?

Do you know how your business compares to your competitors? Have you ever asked your Customers? Do you keep track of where new business comes from or how they found you?

The other day I was filling out one of those “How Did We Do” surveys. You know the type after you visit a store or shop on-line; it arrives in your email in the form of a customer satisfaction survey.

Over the years, I have filled out hundreds of surveys and even designed a few myself. Surveys are great tools for measuring how a business is doing in the eyes of its customer. And nearly every survey is the same, answering questions with a rating scale of some type.

 

Capture Survey 2

 

Survey 3

Most consumers have a regular set of establishments they patronize because they know what to expect. The key ingredients to bringing customers back are; service, quality, price, selection, and convenience. If a customer is disappointed by any one of those ingredients, too many times in a row, they simply don’t return.

Regular surveys asking how your business is performing, show customers that you care about their shopping or dining experience and provide a barometer of those common expectations. Surveys are especially helpful if you have a lot of employees that man the ‘front line’ on your behalf. Not every employee is a perky and outgoing as the AT&T girl, or the receptionist in the Toyota showroom that we see on TV. However, I do on occasion run into a stand-out performer that makes my dining or shopping experience delightfully memorable.

Because I frequent establishments with a certain standard of expectation, I rarely push a rating button above an eight, or “Agree,” or “Moderately satisfied.” I reserve those higher ratings for an employee that deserves recognition and mention them by name in comments boxes whenever possible.

The average response rate of email surveys is a little over 24%, a huge improvement over the 1% response from the old fashion paper surveys.

Even though BFC does not provide Customer Satisfaction Survey services; we do strive to be your partner in success. And part of that partnership is to provide useful information that will help you in your business decisions.

Take our simple Customer Satisfaction Survey and if you find this newsletter informative send an email to info@bfc.vegas. Simply type “NEWSLETTER -YES” in the subject line. You may find a special little appreciation gift in the mail a few days later.

Your Partner in Success,

David Cabral