Consumers tend to talk about negative experiences more than positive ones. Research shows that, up to 86% Customers will spend more with businesses that create a good experience more, but also alarmingly, only 1% Among them, the quality of service met expectations.
Why is customer survey so important?
Customer satisfaction is our goal. customer experience, is the result you expect in the process of improving service quality. High customer satisfaction is a factor that ensures effective customer retention and increased revenue.
Service quality survey is an INDISPENSABLE activity for every business, regardless of the field in which it operates. It is the basis for assessing the current situation, discovering remaining limitations, and from there, making adjustments to help increase customer satisfaction.
When should a service quality survey be conducted?
The timing of customer surveys depends on the product and customer characteristics.
The timing of customer surveys depends on:
- Customer characteristics and habits
- Time of use of product or service
- Warranty period
- Special occasions, events
- Market research objectives
- Crisis Communication Management
Choosing the right survey time is extremely important because it has a huge impact on the effectiveness and accuracy of the feedback.
Let's see when airline companies survey customers?
- After the customer books the ticket: Surveys at this point are effective to know if the booker is satisfied with the payment, and if there are any problems with the purchase process. You can survey on the app or send an email.
- After the flight: Evaluate the quality of the airport reception and in-flight experience. This could be a survey. NPS or CSAT sent by email or phone call.
- After the customer contacts the switchboard: If a customer contacts the service center, a CES survey will be sent immediately after the call is completed. .
- A few months after the flight: NPS surveys to measure customer loyalty are accompanied by CSAT questions to survey satisfaction from previous experiences.
Types of questions in service quality surveys.
Use these types of questions to get the most information from your customers.
1. Demographic questions.
Very useful in understanding your audience, segmentation, and customer motivations. You can tap into the following information:
- Year old.
- Sex.
- Education level.
- Job status.
- Income.
- Marital status.
- Dependent.
- Place of residence.
- Nation.
- Religion.
2. Frequency of use question.
Explore more user behavior with this question type, frequency questions have time-based answers.
- Daily.
- Weekly.
- Once a month.
- How many months?
- Not used.
3. Open questions.
The question allows customers to respond in writing of their own choosing, with no binding on the answer.
4. Action questions.
This is a simple question to collect customer feedback on the pros/cons of a particular touchpoint.
For example: Are you satisfied with the customer service?
- Yes.
- No.
Customer survey questionnaire sample.
This survey template includes questions to comprehensively evaluate the quality of customer experience. Use the survey template to collect information, evaluate and propose solutions to improve the quality of service of your business.
1. Based on previous use, would you be willing to recommend this product to others? (Rating on a scale)
* 0 (Not recommended at all)
* 10 (Definitely recommend)
2. How satisfied are you with the quality of service?
- Quality of service (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
- Quality of complaint resolution (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
- Customer service staff attitude (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
- Problem solving time (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
- General assessment (Very dissatisfied / Dissatisfied / Neutral / Satisfied / Very satisfied)
- *Note: Please describe your perception of the service quality. (Blank)
3. Is the customer service staff polite?
- Very rude
- Dowdy
- Normal
- Polite
- very polite
4. What qualities of customer service staff make you satisfied? (Multiple answers can be selected)
- Patient
- Enthusiasm
- Listen
- Friendly
- Quick response
- Other
- No qualities
5. What makes you dissatisfied with customer service staff?
- Slow response
- Had to explain many times
- Don't know how to handle the problem
- Equivocate
- Other
6. Customer service:
- Providing false information
- don't understand the question
- answer unclear
- Unable to resolve the issue
- Irresponsible
- Other
7. In the next 6 months, are you willing to replace this product with another product?
- Sure
- Subject to change
- Not thought about
- Low variability
- Constant
How to improve service quality after survey?
The information you collect from your customers is “gold mine”, now you need to “process” it into “high-value gold” to make it useful. You can:
- Thank customers and record information
- Make improvements and demonstrate Show your customers that you have changed, do it right away because this is a good opportunity to retain customers. 70% customer said they would be more likely to use the product/service at least once more if their first complaint was handled well.
- Analyze data and improve: Synthesize and analyze the data you have just collected to come up with solutions to improve or even change business processes.
