Think you know how your customers feel about you? So do three-quarters of companies. Yet a survey by Zogby Analytics finds that, while 73% of companies say they are “very aware” of their customers’ level of satisfaction with them, 36% of consumers say that companies are either “unaware” or “completely oblivious.” That’s a big gap!
Furthermore, Zogby found that companies believe that “providing better informed and relevant customer conversations” (29%) is the best thing they can do to keep customers happy. Meanwhile, customers say “identifying common issues and resolving them” (32%) and “being aware of the interactions with the company, and resulting feedback” (29%) are the most important.
These are considerable gaps in expectations, and if companies aren’t careful, those gaps can create opportunities for competitors.
What’s the answer? Be intentional about soliciting customer feedback to identify what you are doing well and where you might be missing the boat. If you are missing the boat, find out how customers want you to fix it.
When was the last time you sent a customer survey? There are many ways to get that request in front of your customers. Add QR Codes to your direct mail pieces, in-store signage, and other locations to lead to online surveys. Create personalized URLs for your direct mail pieces. Use pop-up surveys on your website. Even use text to send survey links. Customers will appreciate you asking.
Offer free gifts, entry into sweepstakes, and other incentives to encourage participation, as well. Customer feedback is invaluable, and it’s worth your time and investment to get.
Need help developing customer surveys? Talk to us about the many different channels you can use and how to get the most out of your investment.