Own a gym and are looking to bring in more fitness freaks? Don’t underestimate the power of customer feedback – a bad review on Yelp about poor quality gym equipment of bad supervision cannot be good. If your customers are miffed about something and you fail to address the same, there are chances he might switch to another brand. While losing that one customer is a certainty, there are chances of spreading the negative feedback about your business to other potential customers.
If you have branches across the country and happen to be a renowned brand, negative feedbacks can have a magnifying effect.
Let me tell you my own story. A couple of months ago, I switched gyms and I’m paying double of what I used to. Here are a few reasons that made me take the drastic step:
- Showers had no hot water supply.
- The lockers had issues with locking.
- There were issues with machines and several other equipments.
- The floor mats were never cleaned or maintained despite the cleaning staff always being available at the gym floor.
That gym had branches across the country and was a renowned name in the fitness industry. As a result, I was willing to get my membership renewed provided they addressed my issues. I did convey the issues at the front office but all I was given were assurances. The staff never took any concrete measures or tried to find a solution to these issues.
What could they have done to prevent losing a customer?
Most of my issues, such as the ones related to hot water and cleaning of floor mats could have been resolved easily. I am sure a lot of people were unhappy about it and were not keen to continue with their membership post completion of the lock-in period. However, the staff present there did not pay heed to my complaints and the issue was never escalated. I never had the inclination of pointing these issues to the upper management by sending an email.
As a result of this, I decided to quit my membership when my lock-in period was complete. Feedback on health clubs and gyms is critical as people that start exercising don’t stop it, they just switch. They could have taken tablet feedback or online feedback and should have tried to find the root cause of the problem. But, instead of resolving the issues and keeping me updated about the same, they decided to ignore it.
How can they win me back?
Feedback in gyms is given so that services are improved and customers are valued. Moreover, it is quite likely that I could rejoin my old gym if they have really worked upon my feedback. I am a health enthusiast and like being fit. If any gym offers better services at a price range that I find affordable, why wouldn’t I consider switching? In fact, if my old gym starts offering better services, I would certainly prefer that over others. So here are things they could’ve done better:
- Captured feedback systematically
- Addressed to feedback
- Taken corrective action
- Kept customers happy
Customer loyalty is based on the fact that brands understand what customers need. While rules are necessary, rigidity and a top-level management that doesn’t adhere to feedback easily can be disastrous.
Your organization’s a happy one – contented employees, increasing profits and a large and loyal customer base. Unfortunately, not most organizations can toe a similar line.
Clear expectations from employers results in better employee loyalty to the company and lower employee turnover, along with positive word of mouth publicity. The key is to ensure employee happiness and it depends on periodically taking employee surveys. Employee surveys can ensure that you’re going in the right direction.
Ways in which employee surveys can be helpful for an organization
Employee surveys can help you to measure employee engagement. From understanding the problem areas for employee engagement to re-evaluating strategies, organizations can leverage in growth with the help of inspired employees. From recognizing the hard work to giving the required pay and benefits to employees, employee surveys help you to understand where you lack. You can create a good action plan and identify opportunities to increase engagement. You can understand the priorities and areas to focus on as well as create an implementation schedule.
Everyone loves to be heard
Employees love to be given a voice and you will do well to hear what they’ve to say. This ensures that employees feel that they are cared for and feel part of the team. Knowing that their view is sought after for the development process and offering them a direct voice to the management team ensures that they feel that their opinion is valued. Employees who feel that they are looked after by the management understand that they have a stake in the company.
Drive organizational growth
Your organization needs to follow its goals and there is nothing as good as inspired employees who know what’s needed out of them. Understanding the engagement rate will help you identify the best practices and analyse the problems. Implementing better strategies becomes simpler and with actionable data, decision-making becomes easier.
Perhaps the best reason to carry out employee surveys is to have access to benchmark results. This will help you compare results and get industry specific data that will help you understand how your organization is faring amongst your competitors.
Enabling Growth and Increasing Profits
Surveys do not just help you to know more about employees, they also help you to understand organization problems that hinder growth. You can get a fuller picture and generate positive changes by taking action on the employee survey results. Here is why listening to the voice of employees is a good idea.
- You understand the staff priorities and areas to focus on to drive organizational growth
- Is it a good idea to implement a policy? You can test the waters for proposed policies and evaluate employee responses.
- Enable better strategy making
So, how do you begin?
There are third party providers who can design questionnaires for you. The questionnaire has to be short and sweet and yet include everything that you need to know to get a complete picture. For instance, a ‘Yes’ or ‘No’ question can work at times when you’re trying to rank issues in the order of their importance but it won’t help you all the time especially if you’re looking to have particular questions answered. Anonymous results mean that employees can express views more freely while benchmark improvements over time. You can even ask open-ended questions if you’re reaching out to only a few people. You can ask your employees quite a few things, to improve productivity and drive in performance – higher morale can work wonders.
- Are employees looking for more challenging roles?
- Are they satisfied with supervisor concerns?
- Why do they work in your organization?
- What motivates them more to work?
- Are they being fairly compensated for the work they’re doing?
- What are the company areas that they feel there is a need to focus on?
- Do they feel integrated with the company’s eco-system?
It’s Time to Understand Employees
For a survey to be successful, you will need to ensure employee participation. Explain to employees why the survey is important. This builds engagement and ensures that they’re focused on offering the right information.
With the right answers, you can make informed decision-making – act on the survey results and you can drive in customer satisfaction.
How do you ensure more participation from your survey takers? Creating surveys is just the first step. Surveys serve a dual purpose – they help you know more about your customers while it makes your existing and potential customers understand that you care.
However, throw in questions that are lengthy and you could do without and you get disgruntled survey takers who may even want to do nothing with your brand. It’s important to be relevant and useful – your survey shouldn’t be too long, and it should address all effective areas of concern. It has to make the survey takers feel that the survey takes into questions their concerns and isn’t there solely from the business perspective to increase business profits.
So, how do you do ensure and implement the best survey practices?
Making the Right Customer Surveys: The Skills You Need
The aim is to make your consumer surveys be more relevant both from a customer’s point of view and the business point of view.
Surveys are a critical part that can help in developing a brand image and customer loyalty, and help build relationships to establish a successful enterprise.
Here are some survey tips that will help you build a great survey.
- How relevant is it? Remember, surveys offer an understanding about the performance of the offered services. Are the services valuable to the customer? Services like banking solutions, technical services, marketing require a deep understanding of the market so as to ensure continuity of services and to be on par with the competitors. This means that the surveys must focus on getting information concerning the services. Unnecessary information might irritate customers, and their responses might get affected. Make it a practice to design surveys that relate to the subject.
- Understand customer needs Surveys present your concern towards consumer satisfaction, which is very necessary in any business. Focus on understanding customer pain points through the survey rather than asking organizational success questions and opinions of customers. A question like “Should our marketing team invest more on advertising?” be replaced by “How much have our advertisements affected you?”
- Focus on building loyalty Surveys help companies to develop a record of its loyal and regular customers and thus formulate offers to serve them better. Focus on understanding customer preferences. Surveys can help analyse the pros and cons of the products and formulate better strategies towards problem-solving.
- Interact with the customers Surveys are a great way to communicate with customers and make them feel important. It can help existing customers know that their views are important as well.
- Don’t forget to advertise While you shouldn’t gloat your achievements in a survey, you can subtly use it as an advertising medium too. Remember, the information reaches directly to the users, and you can promote new products and improved services. For instance, ask a question like, “Would you be interested in ——-?”
How to make Surveys valuable?
Here are more survey tips and survey best practices to make your surveys more valuable.
- Make the language simple and clear Use words that are readily understandable and commonly used. Higher vocabulary words might convey a wrong message, and the responses might not answer the question – your readers need to clearly understand the question you’re putting forth.
- Analyse the target groups There are different types of customers for any service. Have questions for each type of customers – this makes the survey meaningful for all.
For example, asking a customer using the gaming products of a company about the performance of the home appliances of the company is completely illogical. Create customised surveys for each group to get more accurate data.
- Ask clear and straightforward questions If the questions are MCQ type, ensure that all the options are distinct. Don’t let customers be confused between two similar options.
- Make it interesting Nobody wants to dab on with a boring survey that they’ve no interest on. Try to make the survey interesting. Begin with questions that relate to the survey taker’s experiences. Such questions arise interest and often tend to extract more information.
- Use Rating scales Whenever you ask a question to compare or rate services, use of scale bars is advised. This not only makes it easy for the customers to answer but also makes it easier to compare.
These are some survey best practices that can help you to create surveys that can actually work wonders.
How much do you know about your customers? Knowing personal tastes, preferences, income bracket and birthdays of your customers forms just the beginning of understanding customer needs. Often, the challenge is to study the data properly to understand what is effective and what does not make any sense.
While the right data helps, it also boils down to how you collect the data.
Formulating an effective customer feedback management system isn’t an easy job. It requires in-depth understanding of what your customers are looking for and what you can do to meet their expectations. With increasing competition across all the major domains, it is essential that you deliver a great customer experience to have a profitable run on the market.
Despite having everything right, you might be experiencing difficulty in meeting the expectations of your customers. By finding out the issues and then resolving them, you’d not only win over the confidence of your existing customers but also get new ones, thanks to word of mouth.
Here is a list of some of the major challenges businesses face that hinders customer experience.
Delivering consistent customer experience across multiple channels: Customers no longer evaluate your services based on individual touch-points. Instead, they look at the service, on the whole, as a single entity. Regardless of whether you’re interacting with the customer in the store, via email or through a phone call, they should receive a consistently good experience.
Systemizing the ‘customer feedback process’: Customer feedback is an essential component of any business that can help you in providing a better customer experience. Voice of the customer is important in finding out issues and helping you find a solution. Experts suggest implementation of three feedback loops that can help gather opinions of customers.
Choosing the right technology: With the help of modern technology, not only can feedback be collected faster but also escalated to the concerned departments without any delay. However, if you’re looking to make the most of this technology, you’d have to decipher a new plan that makes the process of gathering feedback and then processing it a lot easier.
How can Zonka Feedback come to your rescue?
Zonka Feedback is a tablet – based feedback that is capable of performing in-depth analysis of feedbacks that have been given by customers. From customer satisfaction measurement to customer satisfaction analytics, this single app is competent to handle everything by itself. Once you’ve registered your business with this app, all you need to do is login to your account and hand over the tablet to a customer.
Features offered by Zonka that can boost your customer experience
- Capture on-premise feedback: By placing touchscreen tablets with Zonka Feedback capture app at all major checkpoints, you’d be able to collect customer feedback in real time.
- Maintain detailed records: Zonka Feedback would also allow you to maintain a detailed record comprising of your customer information and their preferences.
- Issue escalation: The Zonka feedback management app allows business owners to filter feedback on the basis of complaints. You can also assign tasks depending on this feedback.
- Manage your teams efficiently: This app can help all your teams collaborate and collaborate better from multiple locations.
- Accountability: Your staff members would no longer be able to hide their incapability or no good effort will go unseen if feedback is captured using a tablet device.
Challenges in collecting genuine feedback
Customer experience cannot be improved if there is no way by which you’re collecting feedback. Here are some of the problems that companies face, which prove to be a hindrance in offering great customer experience.
- Lack of tools: When there is no system in place that is capable of gathering authentic customer feedback.
- Lack of a unified way of maintaining customer data: You wouldn’t be able to maintain customer information and sales trends, owing to lack of a management system.
- Difficulties in an escalation of issues: When you wouldn’t get to know about critical issues, how would you raise a ticket and find a solution to it?
- Issues being hidden by staff: Your employees might hide complaints that highlight their incompetence.
- No customer satisfaction analytics: How would you assess customer satisfaction analytics when there is no data to begin with, in the first place?
An ineffective feedback management system is as good as not having one at all. Zonka Feedback is a one-stop solution to all your needs about customer feedbacks and analytics. With information obtained from this, you’d certainly be able to address all the critical issues and provide timely solutions.
To know, reach out to us at firstname.lastname@example.org. Time to change the way you take feedback.