| You've decided to measure your customer | | | | service. "Did we show interest in solving your |
| satisfaction (smart choice) and now you're wondering | | | | problems?" and "Was our staff caring and concerned |
| what you should include in the survey. Obviously, | | | | with your recuperation?" are examples of customer |
| selecting the right questions is essential if you want to | | | | experience questions. |
| get meaningful results for your efforts. | | | | The last type of questions you must include are profile |
| In this article I won't be able to give you a magic recipe | | | | questions. It is very important to build relevant |
| for building your specific survey, but I will outline the | | | | customer profiles that you can contrast with your |
| essential components. My objective is to offer you | | | | valuation questions. These questions will obviously |
| some basic guidelines which have been proven over | | | | depend on what is important for your company. A |
| many years of experience. Hopefully that way you | | | | hotel might need to know if the customer is a man or |
| won't forget anything important along the way. At the | | | | woman, or if the purpose of the stay was business or |
| end I will also try and give some advice which should | | | | pleasure. However, a hospital will want to know the |
| significantly improve the return on your customer | | | | age group and illness being treated. |
| satisfaction investment. | | | | When designing a customer satisfaction survey you |
| Every well-structured customer satisfaction survey | | | | should be careful to be as specific as possible. Often I |
| should include the following five basic types of | | | | see surveys where all the questions are vague and |
| questions: | | | | abstract. This won't allow you to improve your |
| 1. General Evaluation Questions | | | | processes. Although you should include a couple of |
| 2. Detailed Departmental Questions | | | | overall questions, try to include as much detail as you |
| 3. Efficiency Questions | | | | can about aspects of your business which you can |
| 4. Customer Experience Questions | | | | improve. Don't bother to inquire about things beyond |
| 5. Customer Profile Questions | | | | your control. For example, why bother asking "Is our |
| It is important to include at least two or three general | | | | hospital conveniently located?" unless your planning on |
| evaluation questions in your survey. One of the most | | | | relocating. However on the other hand, "Was the wait |
| important results of the process should be the | | | | for receiving analysis results adequate?" is a great |
| identification of factors which maintain a high | | | | question. |
| correlation con overall satisfaction. These factors are | | | | Since you've endured to the end of this article, I'd like to |
| where you should expend the greatest effort. | | | | share with you a new and exciting solution which |
| Questions like "What is your overall opinion of our | | | | makes measuring customer satisfaction much easier. It |
| performance?" or "Did we adequately meet your | | | | has several characteristics which will help you reduce |
| expectations?" permit us to establish these | | | | your costs and maximize your participation rates. |
| correlations. | | | | This powerful management tool allows you to |
| The meat and potatoes of your survey are the detail | | | | measure customer and employee satisfaction in |
| questions. You should make an inventory of the | | | | realtime. Customers answer quick surveys by touching |
| "contact points" that your customers experience when | | | | the screen of the "gustometer" with their fingers. Since |
| they do business with you. Who do they talk to? | | | | the entire survey process usually takes about a minute |
| Which departments are responsible for meeting their | | | | and a half, the use of the gustometer can be |
| needs? For each of these contact points, you should | | | | incorporated into the normal day to day interactions |
| design a specific question. If you run a hospital you | | | | with your customers. Once completed the survey is |
| might ask "How well did the nurse administer the iv?" | | | | automatically collected by the servers, tabulated and |
| or "Did your doctor keep you informed every day?" | | | | ready for analysis. |
| Whatever your business activity is, time is always | | | | In the analysis stage, this tool really shines. Thanks to |
| important to your customers. Repeatedly we observe | | | | the sophisticated business intelligence system built into |
| that responsiveness and efficiency correlate very | | | | the online analysis system, you are able to contrast |
| highly with overall satisfaction. That's why you need to | | | | your custom profile questions with the scores for |
| include specific questions regarding how well you | | | | every one of your valuation questions. This way not |
| respect your client's time. "Was the admissions | | | | only can you extract the maximum value from your |
| process quick and efficient?" or "Did we respond | | | | collected data, but you can also adapt your surveys |
| immediately when you pressed the call button?" are | | | | on the fly to meet new customer perceptions and |
| great examples of questions from this category. | | | | needs. |
| The last type of valuation questions you should include | | | | The benefits of the system are substantial and easy |
| center around your customer's perception of doing | | | | to put into practice, and you can be up and running in |
| business with you. These questions should clarify the | | | | less than a week. |
| impression that you are causing in your customer's | | | | Pick up the phone and call Gustometria toll free at |
| mind. Optimally they should enjoy working with you and | | | | 1-877-448-7865. |
| believe that you provide a professional and friendly | | | | |