Examples Of Customer Satisfaction Surveys
April 25th, 2010
“designing Your Service Cycle: Creating a Seamless Customer Experience From Brand Exposure to Customer Satisfaction Survey”
More and more, consumers are getting used to hand holding, full-blown buying experiences and total sensory immersion at every level of the consumer experience. That’s why it’s important to meet these demanding expectations by putting yourself in the consumer’s shoes, and tailoring a walk through of his or her experience from beginning to end with your company.
Policies, procedures, environments, ad campaigns, and product offerings, and more, will be better informed by doing this simple customer’s eye analysis of your service cycle.
The service cycle:
Exposure – Brand exposure is going to be the first way your customer hears of your brand. It could be from knowing you personally, a recommendation from a friend, some form of advertising, searching for you on the internet, a news report featuring your company, or simply passing on the street. You must begin here.
KEY STEPS:
• Brainstorm all of the possible angles through which a consumer may be introduced to your brand.
o How does each one work?
• Role play the next step past the exposure. How does the exposure lead into the transaction? What is the next form of contact that naturally would occur? (Do they call? Fill in a web form? Have no options and therefore give up?)
• Tailor and develop each angle to maximize its effectiveness, efficiency, and its likelihood to increase customer satisfaction. (For example, if a restaurant, then simply walk in. How does it smell? How do they order? Is the consumer’s experience tailored and led from the start through the end of the transaction in a pleasing, magical way?)
Transaction –
The transaction is going to be the particular form of transaction you are seeking from the customer. It could be hiring your service company, making a purchase form your sales organization, a download from a website, simply checking out the business location, trying a sample, or a thousand other things.
• You should have in mind all of the transaction possibilities and next role play the way through each one. Is it easy for the consumer?
• How much THINKING does the consumer have to do? * It should be as little as possible.
• Do you have a clearly defined sales methodology?
• Once the first step is competed, does your consumer know what to do next? Do they need to know? Do you jump in and take care of the rest?
Delivery –
Now that the consumer has paid, how will they get the service or product? Do you take care of everything and stay on top of it automatically, or do they have to follow up? If there is a delivery problem, does your system include an automatic notification to you and re-attempt, or does the consumer simply wait with an unfulfilled order for three weeks until they have to contact you?
Follow up –
Once a transaction is completed, how is your company’s appreciation shown? Do consumers get thanked? At time of sale only, or thereafter? How is newsletter or promotional notice/advertisement list sign-up handled? Do you have an automatic processor for inviting participation in and processing Customer Feedback Surveys?
By spending due time and care performing these steps, you will be able to improve your company’s customer service and conversion rates many times. It helps to diagram the many possible customer paths through these steps, as in the example below.
Based on the diagram, you will discover key action points in which a representative of your company will be required to do something. These are the points around which your policies and procedures should be written, jobs should be designed, and team management should revolve. For more on writing Policies and Procedures, check out Michael Patrick Rooney, Esq.’s article, “Instructions for Writing Your Company’s Policies and Procedures”
About the Author
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Don’t people get annoyed by Customer Satisfaction Surveys?
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