A phone survey can be a great way to increase customer loyalty. Even though online surveys are becoming more and more popular, phone surveys allow you to ask more questions and gather more information. However, if you’re going to do it, there are a few ways to maximize its usefulness. Follow these steps for phone surveys to improve customer loyalty.
1. Understand Your Survey Goals
What do you want to happen with your survey? Write down the goals that you’re intending to accomplish with your survey. Different people will be looking for different results. Whether you want more outreach, better customer retention, or more responsive customer service, understand what you’re looking for from the start.
2. Write Your Questions With Your Goals in Mind
Next, it’s time to write your questions. Experts in surveys suggest you stick largely to closed-ended questions, like “In the past 12 months, how often have you purchased from our store?” You can add a few open-ended questions near the end, like, “Is there anything you would improve about our business if you could?”
3. Do a Small Test Group First
Before you roll out a survey to as many customers as possible, start out with a very small test group. This allows you to work out the kinks for your survey early on in the process, so you don’t spend time and money on rolling out a survey that doesn’t gather the information you need. It’s a great way to maximize your benefits from the survey.
4. Talk to the Employees Who Will Be Gathering Responses
The employees who will be on the phone gathering responses are just as important as the customers who will be providing them. If your employees feel like a certain question requires a lot of explanation or doesn’t get the right results, it’ll be helpful for you to know that. Work directly with your employees for the best results.
5. Review Your Survey Responses
Once you’ve gotten as many survey responses as you’re looking for, sit down and sort through the information. Closed-ended questions help you sort through lots of survey responses more easily – for example, if a question is “On a scale from 1 to 10, how easy is it to navigate our website?” and you see a significant peak around 2 or 3, that’s where you’re going to need to focus your attention.
6. Follow Up With Your Customers
If you can, it’s a good idea to follow up with customers about 3-6 months after the original survey. That way, you have time to implement changes from your survey, then see how your changes are resonating with your customers. Consider offering an enticement to customers who take part in both surveys, like an entry into a gift card giveaway, as it shows them you really take their responses seriously.
If you’re going to do phone surveys with your customers, you need to make sure you’re asking the right questions, gathering responses properly, and showing your customers that you’re taking their responses into consideration. These are all ways you can do just that. Follow these steps to make sure you increase customer loyalty when you go through with your phone survey.
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