How to use customer surveys to increase profits

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Customer surveys aren’t meant to be done and then tossed in the trash, but often that’s what your customer may think happens to them. But not only should you read each and every customer survey—even the amusing ones—but you should analyze the information so that you can implement new changes in your business that can create a more positive customer experience.

Here are some ways to help you to use customer surveys to your advantage. After all, the bottom line is what’s important at the end of each day.

  1. Don’t use your competitor’s survey. You should create a survey that’s unique to your business. Many people do surveys for fun, so inject a bit of humor into them. Let the customer know through the unique questions on the survey that you didn’t just use a one-size-fits all survey—you have genuinely tailored it to fit their customer experience.
  1. Keep them short. No one wants to fill out a survey that takes more than a minute. You can have a few quick multiple-choice questions, and then a few lines at the bottom where they can write comments. Even better, have a box at the cash register where they can place their surveys so they know that they aren’t going in the trash as soon as they are turned in. Anonymity is also beneficial—you don’t want them to feel like they’re being read as soon as you leave the store.
  1. Cover all your bases. In your survey you should be asking about customer service, time frame, quality of product, premises, whether they’ll return, and other types of questions pertinent to the business. If any of these are in the negative, provide a line where they can explain.
  1. Offer a point of contact. If your customer has had a bad experience, they may not have complained on site due to a lack of time, or couldn’t figure out whom to contact. Have a space where they can write in their phone number or email address, and let them know that your company will reach out to them for further information. They may be willing to give your business another try, since you did attempt to remedy the situation.
  1. Act on the feedback received. If customers are complaining about staff or employees, you’ll need to provide training in that regard. If they don’t like the food, perhaps you should taste each dish to make it better. If the products are breaking or falling apart, you may need to source out better products. If it’s related to cleanliness, you’ll have to begin cleaning.

Every little change you make in response to your customer’s feedback can only improve the quality, service, or products of your company. But do keep in mind that you can’t please everyone—but hopefully you can please the people who spend the most money at your business.

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