Customer surveys are an important part of any business. They help you collect feedback from your customers and learn more about their needs and wants.
Providing a positive customer experience has increasingly become a top priority for businesses and studies show that 2022 will be no different. The driver here is that 86% of shoppers are willing to pay more for a great customer experience.
Conducting continuous customer feedback surveys is an actionable, data-driven strategy to achieve this business objective.
However, if you are not handling them properly, they can do more harm than good.
In this blog post, our market research company will discuss three signs that you need help with customer surveys. If any of this applies to you, it’s time to get some help (like with Philomath Research).
1. Low Response Rate
One of the biggest signs that you need help with customer surveys is if your response rate is low.
If customers aren’t taking the time to respond to your surveys, it’s because they either don’t care about them or don’t think they’re worth their time. In any case, this is not good news for your business!
When it comes to customer satisfaction surveys, it is important to ensure your survey participation and completion rate.
You want to make sure that as many of your customers as possible are taking the time to provide feedback. If the response rate is low, you may be missing out on valuable feedback that can help improve your business.
Key Measures: A response rate of 50% or more is considered excellent, depending on your industry and respondent type. A higher response rate is often driven by a stronger relationship with the business, less time to take surveys, and incentives to complete questionnaires.
2. Data does not guide business decisions
If you find that the data from your customer surveys isn’t effectively guiding your business decisions, that’s another sign that you need help.
Customer feedback should be used to drive changes and improvements to your products and services – but only if it is accurate and reliable.
When survey data is not being used effectively to improve business decisions, it means there are probably bigger issues with the way surveys are conducted.
This can frustrate customers who feel that their feedback is not being taken seriously. This can waste time and resources as businesses attempt to fix things that can’t even be broken.
It is essential that you determine what you want to learn from the feedback you receive through your customer satisfaction survey.
If it is not clearly defined, you are less likely to receive beneficial feedback from your customers.
Key Measures: While conducting surveys to keep customers happy and engaged, this type of market research should also be used to guide future business decisions. If the data is of poor quality, so will the strategies you can implement based on that.
3. You have no way of contacting customers
When a customer takes the time to fill out your survey and share their valuable feedback, you should never stop there. It is important that you pursue reported issues in your survey data.
As useful as it is to see what your customers write in a survey, having no way to contact them later means you’re missing out on some important communication.
This can make customers feel neglected or unimportant, and they may be less likely to respond, or worse, avoid working with you again, the next time you send them a survey.
Having the ability to contact customers after they’ve reviewed their feedback is a great way to get clarification or hear suggestions about how you can address an issue, they brought up in your survey responses.
If you currently have no way of contacting customers to follow up on their survey responses, it’s time to get help from an expert!
Key Measures: Don’t have access to customer email, phone or mailing list? It is a big challenge to overcome. Lean on a third-party market research firm like Philomath Research to capture the attention of your customers or target audience.
Contact us today!!
If you think you need help with your next customer satisfaction survey, contact our team at www.philomathresearch.com to get the feedback your company needs and deserves!
We are a full-service market research firm specializing in Customer Experience (CX). We partner with brands across the country to deliver new insights into customers’ wants, needs, preferences, buying behavior, and more.
