Most companies are realizing that it is not enough to simply have customers complete a client satisfaction survey in order to have them feel like their feedback has been heard. A disengaged or dissatisfied customer will only become an engaged or returning customer if they have the ability to voice their concerns AND they feel that those concerns are actively heard and addressed. It is the follow up on any client satisfaction survey that many companies fail to address. It must be stressed that it is not enough to just use customer feedback to retool and adjust internal practices. The customer must also feel like that feedback comes back to benefit them. When customers gets validation that their concerns are heard, then a company will truly see a growth in customer loyalty.
Consider adding one or more of these follow-up tactics for customer surveys to your process to ensure customers that respond to your surveys feel appreciated.
A Personal Phone Call
If a person submits a survey response that points out a short-fall in their experience with your company, the representative responsible for that experience or their superior should address the issue. They should follow-up to let the customer know the feedback is appreciated, gain a full understanding of the situation, and discuss the steps that will be taken to fix the issue. Phone calls are personal and give voice to your corporation. This response type is typically easier for small to mid-sized companies but larger companies with the right infrastructure can gain great benefit from it. For some companies, this type of follow-up is reserved for high-profile clients.
Email Response
If time and funding does not allow for a phone call, email can still give a customer the sense that they are being heard. Where possible, avoid stock responses to surveys. Personalize the message and point them in the right direction for submitting further feedback.
Online Forum
With the growing amount of online business transactions and the increased popularity of social networks, using an online forum like a customer service chat room or a feedback forum gives customers another avenue to communicate with company representatives directly. These online forums or rooms can be monitored by multiple employees with expertise and insight into various components of the business. This ensures thorough responses that clearly articulate what is being done.
