All companies today need to provide comprehensive experiences to their customers and meet their needs quickly and efficiently. For this reason, knowing our consumer or user with the highest level of detail possible is key in an increasingly competitive business context.
Whether it is to ask them if they liked the product we sold to them, if they were satisfied with the service we provided in our store or with our after-sales service, we need to keep communication channels open and give them the possibility to express themselves freely, which will allow us to obtain valuable information for our business.
Online forms are a key tool to meet this objective. This is why we invite you to learn some reasons for why it is important to send online surveys regularly to your clients.
"By sending surveys periodically you will have a "movie" based on the relationship between your brand and the customer, which will allow you to see if it has improved or worsened over time and help you evaluate the best decisions to make in the future".
You will obtain updated information from your public
Is it possible to evaluate the quality of our product, event, service or customer service by sending an online survey? Of course it is. Surveys are a very valuable and accessible tool for obtaining customer feedback and allowing them to express their satisfaction (or disappointment) with their experience with our company.
Sending a single online survey will help you take a “picture” of a specific situation. However, by sending them periodically you will have a “movie” about the relationship between your brand and the client, which will allow you to see if it has improved or worsened over time and help you evaluate the best decisions to make in the future.
You will get comparison parameters to analyze trends
Sending online forms periodically will allow you to compare responses from different periods and, from those results, understand if the satisfaction of the customer increased or decreased.
For situations like the ones mentioned in the previous section, it is very useful to carry out surveys whose results can be easily measured and obtain quantitative data to facilitate comparison.
For this reason, we recommend the use of closed questions, with a limited quantity of optional answers. A specially useful format is the Net Promoter Score (NPS), which allows you to measure your customer's loyalty, as explained in the other post.
Only by asking “How likely are you to recommend the product or service to a family member or friend?” and ask respondents to respond by rating on a scale of 0 to 10 (where 0 is “very unlikely” and 10 is “I would definitely recommend it”), you can classify them as promoters (those who score 9 or 10 points), passive (7 or 8 points) or detractors (between 0 and 6).
Repeating this type of survey on a regular basis will let you know if a negative shift has happened (for example, a promoter who became detractor) and think how to win back an unsatisfied client, or, in the contrary, discover a positive shift (a detractor who became promoter).
You will be able to show interest on a client without being annoying
Periodic surveys will help you show your customer that their opinion matters and that your company is dedicated to achieving their maximum satisfaction.
In this respect, the only thing you should avoid is sending surveys very often. For example, if certain clients have lunch regularly in your restaurant, it wouldn't make sense to ask them to complete the online survey every time they eat there. The ideal thing is to do it more separately, maybe every one or two months. Asking them to fill in a survey everyday would be interpreted as annoying.
In summary, sending online surveys as a one time thing is not enough in an increasingly competitive business context, where only the brands that best understand their customers or users gain their loyalty. Doing it periodically and avoiding abuses of their time or being too invasive, is a necessary resource in order to obtain valuable information to improve their experience.
We invite you to learn more about Survey Kiwi, a cloud based platform used to create online surveys in a simple and dynamic way. Visit our website and get in touch with us! We will explain to you how to create, manage and send online surveys in order to get to know your customers better and strengthen your relationship with them.