How to create a customer satisfaction survey they can't refuse

An annoying extra step at the checkout, hidden postage costs, lack of clarity about sizing – these are the kind of easily addressed complaints that businesses are losing sales over. Why are they losing sales? Because they don't even know there's a problem.

According to research from a LinkedIn report, 96 per cent of customers won't complain about a problem. Instead, 91 per cent will simply leave and not use your business again.
 
Customer satisfaction surveys are vital for helping you determine where you're going wrong, but it can be difficult to persuade people to participate. So how do you get your clients to help you help them?

Why should I?

The biggest barrier your business needs to break down is indifference. Customers know how valuable their time is – that's why they often don't waste it giving you feedback. US firm TARP found that for every 26 unhappy customers, only one would actually step forward and make a complaint.

You need to break down this apathy by focusing on how your survey will directly benefit your customers:

• A lot of the time, a client will fill in a survey and receive nothing for their effort – not even a thank you. Show everyone you appreciate their involvement with a personalised email thanking them for their time.
   
• If you're able to follow your thanks up with a discount coupon or a special offer as a bonus gift, your customer will be left feeling pleased – and willing to take part in another one of your surveys in the future.
   
• Show your customers how you're actioning the changes they've inspired. Give respondents a six-month update, showing what you learned from your survey and how the business has been working to change.
   
• Share the knowledge amongst your staff as well, so that issues that have been raised are at the front of their minds. This means they'll be able to field complaints or questions with information about the improvements you're planning.

Give your customers some good reasons to invest their time in your survey by showing them how much you value their feedback and you'll boost response rates in no time.

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