“OK,” you say, “I want to have a solid customer experience program in place, but where do I start? I don’t want to just make a token effort, and then not follow up. I’ve seen that happen too many times, and it’s just a waste of time, if that’s all you do!
“But a serious customer experience program looks like a major commitment of time and effort, and I don’t think I’ve got the people to spare for that. So what do I do?”
The truth is that high-quality customer retention programs are not that difficult to get started, as long as you have a clear idea of what you want, and understand what you need to do.
First of all, what do you want out of a program of customer service satisfaction surveys? Everyone wants more sales and more money, of course. But what specific advantages do you want to gain by implementing a system to measure customer satisfaction?
- Do you want to know the basics? For example, do you want to find out what things actually motivate your customers to come into your store in the first place, instead of going to your competitors? Do you want to learn what makes them purchase the specific products and brands that they buy?
- Or do you want to understand what the competition has going for it? Do you want to find out which competitors they go to, how much they spend on your competition, and what they like about your competitors (as opposed to your business)?
- Do you want to know what you and your employees can do to get your customers more closely involved with your store and with your products on the level of emotional engagement? Do you want to find out how to turn disengaged customers into loyal customers?
The answers that you come up with in response to questions like these don’t have to look like the answers that other business owners give. If your answers reflect the reality of your business and of what you need to know, then your answers are the right ones. What is important is knowing what you do want.
When you know what you want, you will know what kind of surveys you want to create, and what kind of questions you want to ask. Everything after that is simply a matter of doing the surveys, analyzing the results, and putting that analysis to work.
And the good news is that a service such as Compechek, with it’s ASK-LISTEN-RETAIN system of survey analysis and accountability, will do all the footwork for you. All you need to do is understand what you want.