Why bother?

Good customer service is the life blood of any business. Although new customers are very important good customer service will help generate customer loyalty and repeat business. With each satisfied customer your business is likely to win many more customers through recommendations and remember, if you are not taking care of your customers, your competition will.

Online customer satisfaction surveys will help by not only identifying problem areas but show that you care and are proactive in looking for ways to improve the service that you provide.

 

Where to start?

Objective - Before you start compiling your survey consider what the objectives of the survey are, in that way you will remain focused and find it easier to decide what questions to ask.

Analysis - Having completed the survey consider how you will analyze the answers.

Bare in mind that 'closed' questions (where the respondents are asked to choose from a limited number of responses) are easier to analyse than questions that are ‘open’ (where the respondent can reply in anyway they want).

A lot will depend on the predicted volume of respondents, the higher the volume the more important it is to have an easy method of analysing the results.

Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to advertise areas of your service that your customers may not be aware of.

After you have drafted your survey read through the survey from a market research view point and check that you are asking the right questions in the right way and that with the feedback information you will be able to properly analyze the data allowing you to make informed decisions.

Next, read through the survey from a marketing view point, check that you have phrased each question so that every opportunity has been taken to promote your business?

The ideal question will perform the following three functions:-

• Market research - provide valuable feedback to help you improve your customer satisfaction levels and in turn your business
• Marketing - promote aspects of your business
• Information/Education - advertise a service that you provide that your customers may not have been unaware of

For example:- Do you find the in-store baby changing facilities useful?

By asking this question not only will the store receive good feedback on the facility they provide but they will also advertise their baby changing facilities and promote themselves as a family friendly store beyond those customers who have a specific need for the facility provided.

Warts and all – to benefit most from a customer survey you need to be prepared to dig deep and accept the worst.

A customer satisfaction survey should be designed to highlight problems so that they can be addressed; regular customer satisfaction will prevent complacency and will also give early warning on where your competitors initiatives may be losing you business.

 

What to ask?

Although each business is likely to have specific and unique factors that are important in providing good customer services there are common areas that are relevant to all businesses be they a physical store, online internet store or a service industry. The following are some key areas to providing good customer service.

Communication - Are you confident that you make it easy for your customers to contact you?

When a customer telephones is their call answered promptly; are enquiries about products or services handled properly? Good businesses will make every effort to ensure that whatever the customers query it is resolved by the right person, politely, quickly and fairly.

If there are reported problems that cannot be resolvable immediately do you promise to respond in a given time period and do you deliver on your promise?

Use a customer satisfaction survey to ensure that all your staff are considered by your customers to be courteous, helpful and knowledgeable.

Location – Are you doing everything you can to ensure that your customers find it easy to visit you, if a physical store, does it have good access and is it conveniently located?

Making it pleasant, making it easy - For a virtual business it is important to ensure that your website is aesthetically pleasing and easy to use.

Regardless of the store being a bricks and mortar or purely online web based store, is the store properly laid out and can your customers find what they need and is there sufficient detailed information and help on hand to explain how a particular product works?

The right quality products – You should not only measure the quality of the service that you provide but you should also monitor that the products and services that you market are what the customer wants and closely match their expectations.

Value for money – Cheap or expensive is hardly ever a good measure, value for money is.

Do your customers associate your business with value for money, if not, why not?

Speed and attention – Regardless of the business most customers will want to be dealt with quickly but attentively.

Are you doing everything to prevent any delays?

A good business will try to treat each customer as an individual, does yours? Attention is one thing but this has to be hand- in-hand with a quick and satisfactory resolution of the query.

Demographics and Specific issues – Take the opportunity to profile your customers, for example their gender, age group and where they live?

By understanding your customers more, the better your chances of correctly targeting your business.

As part of the survey allow your customers the opportunity to highlight any problems that they may have and provide you with contact details so that their problems might be later addressed and their concerns followed up.

 

What next?

Analyze the results once the survey has been completed.

Trends – Look for specific and common areas where the customer service is found wanting.

Ask yourself honestly if any criticism that you receive is valid and if there anything that can be done to resolve or minimise the problem?

Training – Are all employees properly trained and do they have sufficient knowledge?

Where staff training programmes have been implemented have they had a positive impact on the business?

Follow-up – If a customer has raised a specific issue through completing a survey ensure that they are contacted and that their complaint is properly addressed.

Do not lose the opportunity to resolve a problem and keep a customer.

Continuously Monitor - Based on the survey results make changes and then re-measure by issuing further surveys.

If you are interested in tracking customer satisfaction and would like to see a sample survey for a store that demonstrates some of the above advice please view the following example that can be used as a customer satisfaction survey template.

Those public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Not only are surveys an efficient method of market research that will help identify areas of passenger dissatisfaction, they are also perfect for measuring the effects of improvements and can, at the same time, help promote new initiatives to customers using the service.

 

Establishing a Starting Point

When embarking on any change management programme it is always good practice to establish a base line before any changes are made. This baseline survey can serve four purposes, it will:-

• allow the proper targeting of investment
• allow measurement of the effect of change
• assist in the moral of those implementing change
• ensure that new issues are kept separate from the original plan and budget

 

Targeting Investment

There are many areas of any public transport system that can cause passenger dissatisfaction all of which need to be monitored to ensure that the service being provided meets, and where possible, exceeds, performance level targets.

Issues that can be of concern to passenger include:-

• safety and security
• punctuality
• fares and ticket types
• capacity and overcrowding
• quality and design of vehicle
• cleanliness
• facilities at stations and terminals
• facilities for passengers with disabilities

Often limited resources and budgets means that investment needs to be carefully planned and properly targeted.

Operators can use passenger surveys to identify the issues that are of most concern to their customers. Through the analysis of passenger feedback the operator will be able to ensure that their improvement and investment plans are in line with passenger demands and concerns. Issues can be classified by priority and if they can be addressed in the short or long terms.

Some capital investment such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take years to implement. However, the initial survey can also lead to some high profile problem areas being identified that have solutions that can be implemented almost immediately.

 

Measuring Change

From having established a comprehensive programme from an initial survey the objectives for running periodic surveys are twofold.

One objective will be to confirm that passenger concerns have been addressed by any changes and initiatives that are implemented. A second objective will be to promote and advertise the initiatives that have been implemented and also inform and educate passengers of ongoing improvements and future plans.

If passengers appreciate that the operators have acknowledged their concerns and are taking steps to address the problems they may be more tolerant.

 

Keeping Moral

Those implementing change can often develop a siege mentality. It can take time for changes to take effect and for any improvements to be appreciated by the passengers.

By monitoring passenger opinion and measuring the results against earlier surveys a successful change programme should see passenger issues change over time, some issues that were problems will no longer be raised.

It will take time for passengers to fully appreciate progress and often those working on a change project will need to brace themselves for a barrage of criticism from what is often an impatient public. It is important that a team implementing change can see clearly the effects of their efforts.

 

Identifying New and Old

In any long term change management programme issues can change over time. Priorities can change instantly so that due to an event what may have been important, is no longer important and what wasn't an issue, suddenly becomes an issue.

Having the passengers concerns chronologically documented is possible if a baseline survey is taken. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. With surveys run regularly any changes in passenger attitudes can be monitored.

 

Online Surveys Make It Easy

Online surveys can reach a broad cross section of any travelling public. They are quick to design and implement and they provide feedback in a format that is ready for detailed analysis. Because of the flexibility and low cost of online surveys it is practical to publish multiple surveys that target specific groups ensuring that the needs of people are fully understood.

Online passenger surveys will provide operators with essential market research data and will establish a platform to allow them to advertise and promote their commitment to high levels of passenger satisfaction.

Passengers will benefit from having an effective channel to raise issues and through regular surveys the passengers will start to appreciate that the operator is committed to investing and improving the service. The following are links to samples of Passenger Surveys

Sample Passenger Survey for an Airline Carrier: Airline Passenger Survey

Passenger Survey for a Train Operator: Train Operator Passenger Survey

Sample Passenger Survey for a Bus Operator: Bus Operator Passenger Survey