Customer satisfaction surveys are, of course, very useful tools for helping businesses become more successful and competitive whilst providing their customers with higher standards of products and services. However, what do customer satisfaction surveys actually tell us? Is the data really as important as all that, and if so, what insights could it possibly provide for an organisation about the current market conditions that you didn’t already know? Take a look at just five recent examples of customer satisfaction surveys that have provided top companies with the data they need to improve…
Customer trends & views
Without customers, be they clients, patients or consumers, an organisation is nothing, so it’s important to understand what customers think about your firm, its products and the services you provide. A recent customer survey on behalf of the Institute of Directors, for example, found that 70% of businesses believed that the proposed HS2 railway would not improve their productivity, while only 27% believed that the scheme represented sound value for money. Seeing as the HS2 railway is being designed, in part, to help improve commuting times for businesspeople across the country, this is data that the government can put to good use in future.
There are, of course, many factors that can influence the buying habits of your customers, and a better understanding of these factors can help to improve your profitability and competitiveness in future. A study on behalf of Stowe Family Law found that 46% of parents felt under increased financial pressure during the summer holidays, while a remarkable 18% said that the holidays led them to re-evaluate their relationships with others, including brands, by the start of the new school year. Customer satisfaction surveys can help us to better understand the financial and psychological factors that can affect how customers choose to spend their money. Surprisingly, the way in which a surveys are presented can have an influence on opinion too, with those able to write freeform answers often giving more honest feedback than those who must simply tick a box. Encouragingly, there are now effective means of processing such information through text and semantics analytics software.
Quality of service
Sometimes, it can be difficult to determine the relative quality of your goods and services without investing in an impartial, outside evaluation. Customer satisfaction surveys like the one used by Which? to assess the merits of UK airports can help to do just that. The Which? study analysed the consumer experiences of thousands of customers in order to determine which airports had provided them with the greatest service, and which had the most room for improvement. Data like this can help to tell us where our organisations can be improved, and how we can give our customers what they’re looking for. This is as applicable in the business world as it is within healthcare, teaching, charities or even the public sector.
Buying habits & competitiveness
The business world is highly competitive, however, and even if your company offers excellent customer service and brilliant products, corporate competition can still affect sales and year-round performance. A new customer satisfaction survey in the US found that one fifth of Android smartphone users were planning to switch to Apple instead, despite Samsung making up a lot of ground in the smartphone market in recent years. While you can’t always do anything about figures such as these, increased knowledge can still help you to improve relationships with your customers for the better, allowing for more targeted budget allocation to areas where it will have the most impact.
Ultimately, customer satisfaction surveys are designed to determine how satisfied your customers are with your organisation, its products, and its services. If it turns out that your customers are extremely happy with how you’re operating, all you need to do is keep up the good work. If it turns out that your customers are highly dissatisfied, however – as a recent customer satisfaction survey by Chelsea FC found of their Supporters Trust – then you’ll know to take steps to give your customers what they want in future.
Customer satisfaction surveys are fundamentally useful for your business, as the above examples help to indicate. Why not take a look at our range of automated data capture solutions and start finding ways to improve your own company this year?