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.
Preparing a customer experience feedback form and survey for your restaurant guests is a tricky affair. On the one hand, you need to mindful in keeping the form short and relevant to not bore the guests and on the other you need to know about the customer and their experience at your restaurant to help you improve service and connect with your guests better.
This one is hard to crack, we know. And going wrong can really ruin your guest feedback response rate in the restaurant. Don’t fret. We’re here to throw in some suggestions that can help you build a good survey.
For starters, keep it small and relevant. You may be tempted to ask a lot of questions. But hold your horses. Your guests aren’t going to be as enthusiatic. A good and effective survey should have between 5 to 10 questions. Anything more can lead to lower survey completions.
We’ve listed 5 type of questions that you can ask your guests in a customer experience survey after they’ve dined with you at your restaurant.
Capture customer details will ensure that you can stay in touch with them even once they’ve left your business, by way of keeping them updated with latest additions to your menu, and reminding them about your promotional events and season discounts. Store their birthdays and anniversaries and sending them greetings on their special days. Nothing makes a person’s special day more than receiving an unexpected greeting, and doing so will enable you to create an indelible impression in their minds about your brand.
Customer Experience Rating
It is vital to garner your customer’s opinions about your service. After all, they’re paying for it, receiving it and are in the best position to comment upon it. No matter how convinced you may be about the superiority of your own service, it is ultimately the customer’s word that counts. Hence, asking your customers to rate the various aspects of your service is essential to your long-term planning and success. By collecting your customer’s opinion on various aspects of your service – including taste of food, quantity served, ambience, time taken to process request, politeness of servers, price for service rendered and the like, you can find out which areas of the business your customers are most happy with, and which areas you need to improve upon immediately.
If the feedback system comes with an interactive reporting suite, you can even examine the individual impact of each of the aspects in isolation to determine the return on investment on any one aspect, for example, the effect of investing on ambience by compensating the increased cost with higher prices. This can allow you to establish what your customers think about your service, in totality as well as when the various aspects are viewed in contrast to each other, thus enabling you to focus on areas that need your attention the most.
If there is one question that presents an aggregate view of your customers’ loyalty, it is the Net Promoter Score question. In just a simple statement “On a scale from 0 to 10, how likely are you to recommend us among your family and friends?”, you can determine if your customers are impressed enough with your service to put their reputation on the line by recommending your brand and acting as your brand ambassadors/ evangelists without any cost to you!
By tracking the trend of NPS over time, you can also see for yourself the growth and maturity of your company in the market. Typically, as your company grows, the NPS © should increase, while a decreasing trend of NPS © would signal a problem.
Customer Effort Questions
The answer to this question can help you determine your reach into your market. Questions like “how did you hear about us” or “how accessible is our restaurant” can help you know your most reliable advertising agents and how difficult it is for your customers to reach your place. This can further enable you to plan accordingly and make changes in your advertising mix, such as pamphlets, newspapers, or maybe putting up a big hoarding overlooking the road.
By keeping a few of these things in mind, you may be well on your way to creating an extensive feedback survey for your business and getting the most from your customers.
Customer Comments & Views
Always wrap up your survey with a question that allows the customer to share his comments and views about the experience at your restaurant. While too many open-ended questions can be exhausting for the guest filling the feedback form, a question summarizing their experience can be very helpful in analyzing what’s going on in your customers mind. It also helps in more qualitative review of your restaurant’s performance.
Collecting customer feedbacks is an essential part of running a healthy service-oriented business. It is the one activity that results in actionable insights for the business, letting the managers know which parts of their service demands correction and which parts need to be promoted and set as an example for boosting employee morale and establishing benchmarks. Hence, any business serious about improving their customer service must collect as many feedbacks from their customers as possible, and supplement this with thorough and accurate data analysis.
When choosing the proper mechanism for collecting feedback from customers, business managers must keep the above in mind. The popular channels for feedback collection are – paper and digital (through tablets). Here are the advantages that are present only in the digital feedback collection mode:
Let’s face it. Paper based feedback forms are passé. Presenting a shiny new tablet to your customer for collecting their feedback provides a novel new way of capturing their attention. Not only will they feel that you really care about their opinion (hence the investment on tablets), they will also feel a lot more encouraged in voicing out their opinion, letting you collect far more feedbacks, yielding much more actionable insights for your business, compared to paper forms sitting quietly in a corner.
Ease of maintenance
Paper based forms are much more “permanent” in nature in the sense that once printed, they cannot be modified very often. In fact, one has to wait till they run out (which can be quite a while since they are not filled that regularly!). In contrast, a feedback survey designed on a tablet is virtual in nature; it can be modified at the click of a button.
Feedback forms filled out on paper run the risk of getting lost, or worse, being tampered with. But all feedbacks collected on a tablet will get stored securely in cloud servers, accessible only through a password decided by a manager. The business manager can also decide which participants get what kinds of access – including what they view and how much can they modify.
Reporting- Analyzing the vast data collected via paper-based forms can be excruciatingly tedious. But when you add the processing capabilities of even a modest modern-day computer, analyzing reports becomes a pleasure that managers will look forward to. The collected data is presented in the form of interactive graphs and charts showing trends at a glance and telling the business owners what they need to do to improve their performance.
Any digital feedback collection tool that is worth its salt has the feature to send in automatic SMS alerts on negative feedbacks to the manager-in-charge. This can help them solve the issue then and there, ensuring all customers go back happy and satisfied
Continuity of Reports
The tremendous effort involved in carrying forward reports from paper-based forms from one period (month/ year) to another almost makes it a fruitless exercise. With digitally recorded information, it is done by default. Managers can view their reports carried forward since the beginning of the business and ascertain the trend created by their actions. The reports get updated as soon as the data is captured, maintaining the latest data trends.
Services are rated on many parameters- price, timeliness, politeness of the server and of course the quality delivered. Each of these may have a different impact on the overall “score” thus calculated. Few of these parameters may even have conflicting results, e.g. price versus quality. With interactive reports, managers can control for the effect of one particular parameter while keeping all other constant, and slowly narrow down to the “real” problem a business may be facing.
Electronic forms are particularly suited for chain franchises. Collecting and analyzing data collected on paper is tedious enough for a single location, leave alone a large chain with 100+ locations around the world (or even in a city for that matter). But with automatic, real-time updating of data of electronically collected data, analyzing location-wise reports becomes simplified to an extent one can’t stress enough.
Easy access to reports
The reports are store on a cloud based server and can be accessed from any device having a web browser – a smartphone, computer or tablet. Managers can view their reports even while on-the-go.
When servers know they will be rated on their politeness and speed, they will make efforts to ensure the same. There is also a metric to determine the number of responses collected by a server, thus incentivizing more data collection and hence, better performance.
Last but certainly not the least. Not only does the presence of a tablet in vastly improves the ambience, it also tells the customers something about the company – it’s dynamic and changes with the times. This conveys the message of modernity to the customers and raises the morale of the employees.
That is quite a long list to be ignored. The point here is clear – feedbacks collected on tablets offer advantages that paper-based forms cannot match. It is in the best interest of a business to extract the maximum value out of digital forms before its competitors do.