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Beyond the Obvious: The Importance of Customer Surveys

by Renee Goble
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It’s pretty obvious surveys help you target areas where your business feels the most pain, but unless your company actually bases its strategy on your customers’ responses, customer satisfaction surveys are useless. In spite of this, sometimes it’s easy to overlook implementing surveys before it’s too late.  

So, why should your company care about and invest in customer surveys?

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Real-time feedback helps improve real-life relationships

Nothing replaces face-to-face conversations, but customer surveys are foundational for strengthening the relationship between businesses and consumers.

Instant feedback can actually help you enhance your face-to-face relationships with your guests by giving you immediate information your clients may not want to share directly to you or your staff.

In an earlier post we showed how real-time, point-of-experience feedback helped one of our client’s, an event management company, immediately respond to the negative feedback they were receiving from exhibitors. Their quick resolution of the issues brought to their attention resulted in them ultimately receiving a 69% positive approval rating from exhibitors.  

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By giving your clients the opportunity to share immediately and anonymously through a survey app, you are giving yourself the opportunity to address issues before they become a major problem. This will lead to you seeing an increase in client satisfaction in the future.

Save money by making better business decisions

Okay, so this point may be obvious – but it’s also underrated. It’s like one of those cheesy sayings that we absentmindedly quote without heeding the truth behind it.

We’ve talked about it before, but this is what Pearl Theaters did when they used SurveyMe to find out how their guests would feel about recliner seating. By using the survey app, they were able to discover recliner seating wasn’t something their guests actually wanted at that moment in time.

Annoying man on the phone during movie at the cinema.jpeg"Give me a few months and I'll want reclininer seating, just not now I'm on the phone."

Several months later when guests were asked again, attendees decided they did want recliner seating and Pearl had the funds in place to make the changes necessary.

Through using instant feedback, they were able to save approximately $35,000 dollars.

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Likewise, customer and employee surveys will help save you money by giving you a detailed breakdown of your responses and provide you with insights into potential spending patterns.

You are actively engaging with your clientele

While we know gauging customer loyalty is changing, that doesn’t make it any less important. You have a greater chance of making an engaged customer a loyal promoter of your company and brand.

In a 2016 article by Gallup, they noted that 50% of customers in their customer database were satisfied with a given brand, but only 38% said they were engaged with one.

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What this basically shows us is that just because a customer is happy with you, doesn’t necessarily mean they are loyal to you.

This is where the benefit of surveys with immediate rewards come in handy. In a 2016 Nielson report, 67% of global loyalty program members said integration with a mobile payment system so that they could promptly earn and use rewards would be appealing.

By offering an instant reward to your guests when they give you feedback, you are not only learning about your customer’s satisfaction, you’re instantly gratifying them while also increasing your level of engagement.

Improve your NPS score

Your Net Promoter Score is a useful way to gauge how satisfied your guests are with your company. But while there is a specific NPS question you can ask, by asking a series of survey questions related to your NPS, you can not only find out what your NPS score is – but why it is that way.

This will help you discover who your company’s biggest influencers are and what is impacting their decisions.

Armed with that information, you can then work towards making client-orientated changes that will boost your NPS rating and encourage your influencers to promote you.

If you’re not sure how to get started making those questions – don’t worry -- thanks to SurveyMe’s customizable question templates and White Glove Experts who will help you craft the perfect question, all you need to do is act on the data.

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This actually leads us to our final point about why customer surveys are important….

It’s insight you can act on

There’s no point in gathering instant feedback if you’re not going to act on it, well, instantly.

Recent statistics have suggested that 55% of consumers who leave feedback in a mobile app are not likely to remain a customer if their feedback seems to be ignored. In other words – don’t just sit on the data you receive, do something with it.

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By using point-of-experience surveys, you have the opportunity to turn visitors into regulars. But, if you don’t do anything with the data you receive, you’ll see your regulars walking out the door to the nearest competition.

That’s why gathering feedback from your customers on a point of experience, real-time survey app is so useful -- there is nothing stopping you from immediately taking action on the data you receive.  

Even though the world is changing technologically and socially, customer surveys are still a valuable and vital part of the modern company’s strategic business plan. A good customer survey shows that saving money, making better business decisions, and improving customer relationships doesn’t have to be mutually exclusive.

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By incorporating feedback gathering strategies into your business sales and marketing strategies, you’ll be better equipped to address any problem and improve your client’s experience.  

I think this quote attributed to Albert Einstein sums it up best: “If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question to ask, I could solve the problem in less than 5 minutes.”

Interested in learning more about how to get the most out of mobile customer surveys? With SurveyMe, businesses are making the most out of instant feedback by actively engaging with their clients and using the data to increase revenue by more effectively distributing their valuable resources.

Want to know how to create an effective survey? Download our How to Create an Effective Survey ebook!

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