Customer Feedback

Gathering customer feedback on a regular basis could be the difference between a strong organization and one that is struggling. It's important to continually listen and communicate with customers. Having a survey program in place is a great start. Web survey software can make it a lot easier to keep up with all your customer or client surveys and create a more customized respondent experience. But you need to constantly be communicating with customers to understand their needs and influencing marketplace factors. If you only conduct annual or quarterly surveys, you're not listening enough. Feedback you gather from customers today may not still be accurate next quarter. Furthermore, when you only conduct customer surveys a few times a year, you're tempted to ask a lot more questions, and shorter surveys are always better.

After soliciting responses make sure to always thank your customers. Don't just use a thank you page at the end of an online questionnaire, follow up with them. Everyone is busy, so asking customers to fill out a feedback form or a satisfaction survey that takes a lot of time will probably fail. And those who do complete your questionnaire will appreciate your extra effort, even for a quick survey. After conducting a survey, let respondents know the outcome of the survey and what you plan to do with the results. Keeping respondents engaged after clicking submit will help encourage participation in future surveys. After all, if you're going to survey segments of your customers more often you want them to see the benefit of investing their time as well.