Asking the right questions is challenging. It is not about collecting as much information as possible, it is about collecting the right information. This is information you can use and act on that will assist you with improving your business. The starting point is what are you looking to measure – examples include:
- Staff & service;
- The product;
- Value for money; &
- The company.
Once you have received the responses, you want to do something with it. Typically the data provided will help you to focus on areas for improvement, or validate what you are doing. This is the gold. If you have the insights as provided by your clients to work on your business and to make it better, then it has been an exercise well worth doing.
A lot depends on how you allow your clients to respond. Surveys that only provide a scale for clients to respond to (for example, those that provide a rating from say one to five, or poor to excellent) will give excellent insight to your clients satisfaction levels, however these will lack the depth of insight that surveys that contain open ended will provide.
A great question is:
Is there one thing we could do better and improve your experience as a client?
Imagine if your clients have provided you with strong ratings, and combined with this question, the responses will give you the chance to build on something already great, making a strong business even stronger.
Well considered questions will provide you with great information. However, it is what you do with the information that is the critical part. You clients' insights may just be able to create an even better experience for them, meaning they will continue to come back for more, and even quite likely, happily send friends and family your way.
In conclusion, to reiterate the importance of clients surveys, I leave you with a gem from management guru Peter Drucker, "you can't manage what you don't measure."
What are you measuring?