Customer Myths

When it comes to customer satisfaction surveys, many people think they know how they will end up before they’re even issued.  But there are plenty of myths surrounding these surveys, which can lead to costly results for businesses who decide to follow them as the truth.  Consider the following myths about customer satisfaction surveys:

“We are in touch with our customers. There’s nothing a survey can tell us that we don’t already know.”

  • surveys can help identify disturbing surprises
  • little things can add up to a big thing – catch frustrated clients before they leave
  • customers usually don’t announce that they’re leaving – they just do it
  • surveys let your customers know that you care about their opinions

“We are going to anger our customers by interrupting their busy schedules.”

  • a well-designed survey keeps time in mind, and makes it a critical design point
  • your customers have dealt with you and spent their hard earned money – they very much appreciate your contact
  • test the waters first – ask a few clients how they’d feel if they were called for input if you are not sure about it

“People may not be honest and straightforward with their responses.”

  • customers are more candid with a third party
  • a skilled interviewer can identify a possible problem or potential personality conflict
  • if the customer isn’t honest, you haven’t lost anything by establishing contact with them after the sale or service

“We don’t get many complaints.  Our customers always tell us if there is a problem.”

  • remember that 96% of customers will not complain
  • customers can just slip away
  • customers tell other potential customers about their problems, not you

“We do surveys every couple of years, and that is adequate for our needs”

  • customers change constantly – information older than 3 months can be obsolete
  • technology, skills, competition can all cause perceptions of your business to change regularly
  • you need a system that adjusts and adapts to these changing customers – stay consistent but flexible

“The results won’t lead to change or improvement.”

  • that is up to you as the business owner – ACT on what you learn
  • don’t bite off more than you can chew – keep it manageable but actionable
  • don’t follow up and leave them hanging – let them know how their feedback has helped improve your service
  • make productive and innovative use from survey results