Chime School

Posts Tagged ‘customer services’

Poor customer service can result in lower sales, a bad reputation within the particular business sector and can therefore lead to a hit on profits. In the most damaging of situations it can even bring a company down to where they can no longer exist in business. Excellent customer service is without doubt an extremely important part of any company as is the effective role of communication within it.

I am involved with customer service on a daily basis as I offer a freelance website design service and a stuttering therapy course. I also work with a company that offers people the opportunity of obtaining cheap calls.

So what would be classed as excellent customer service? What would be classed as very good customer service communication skills? The top executives and management hierarchy of each organisation are need of learning the answers to these questions. I will give my opinions in the following paragraphs.

A typical example and a very common mistake:

Just think for a moment and ask yourself the following question, if you don’t mind! How many times have you been promised a call back from a customer services representative; when in the end they fail to call you back? I am fairly sure that the majority of people will have experienced this annoyance. You then have the task of having to contact the organisation to chase up the query, this is of course more than frustrating. There is always an excuse of course – I was going to phone you back however I was just waiting for a colleague to get back to me. Sorry but that just is not good enough, the customer services worker could and should have phoned me on that day, the day they had said that they would, to inform me that they were still awaiting for information from their colleague. If they have achieved this then fair play and I would have to say that they have top notch communication skills.

I, being the type of person that I am, will then relay how badly I have been treated at the hands of this company to my family and friends. They then in turn are likely to continue to spread the word as to how poor this business is in the ever essential role of communication. It is fairly obvious that productivity could well be effected if the communication skills are not up to scratch.

Companies that are part of the supply chain such as manufacturers and wholesalers can often benefit enormously by conducting their own b2b customer satisfaction survey.

Improving the relationship between wholesalers and their suppliers and also between wholesalers and retailers brings potential benefits that will help improve the product in terms of:

• Quality, range and design
• Delivery method, speed
• Communication, method and level of service
• Payment, quality of documentation and settlement time
• Prices, wholesale and retail price

A manufacturer can improve the relationship that they have with their wholesalers to the extent that the wholesalers would need to think long and hard before they switched to a rival supplier. For example by improving the communication and being proactive in automating much of the paperwork a manufacturer can add value to the entire product range and that may be just enough to encourage a wholesaler to invest time in resolving any potential problem as opposed to making it easy for them to dictate terms by threatening to switch to a rival supplier. By adding value to the relationship the product moves away from just becoming a commodity item that any Tom, Dick and Harry can supply.

Where wholesalers only want to focus entirely on price they are often doing themselves a disservice by not properly valuing the benefits of working with a professional and reliable supplier, one that delivers on time, provides products that meet strict quality control and that are delivered and invoiced accompanied by documentation that is clear and accurate.

By conducting customer satisfaction surveys aimed not at the end user but at those involved in the supply chain there are many rewards to be had. By understanding and taking into consideration the requirements of both parties the business processes between any two organizations can be streamlined and all parties benefit from all the efficiencies that come from implementing a more efficient order fulfilment programme.

It is in the interest of manufacturers to establish long term contracts as that will provide them with the security that is necessary for them to plan and reinvest, confident that their customers value the benefits that long term relationships can bring. By agreeing new processes with their suppliers a wholesaler can minimize the amount of stock that they hold and by improving the fulfilment cycle it can allow them to work towards a more efficient just-in-time supply model.

The starting point for such an exercise is an exchange of information that can be obtained easily by utilising online customer satisfaction survey software that is now widely available and that makes the whole intelligence gathering process quick, easy and cost effective.

Companies that are part of the supply chain such as manufacturers and wholesalers can often benefit enormously by conducting their own b2b customer satisfaction survey.

Improving the relationship between wholesalers and their suppliers and also between wholesalers and retailers brings potential benefits that will help improve the product in terms of:

• Quality, range and design
• Delivery method, speed
• Communication, method and level of service
• Payment, quality of documentation and settlement time
• Prices, wholesale and retail price

A manufacturer can improve the relationship that they have with their wholesalers to the extent that the wholesalers would need to think long and hard before they switched to a rival supplier. For example by improving the communication and being proactive in automating much of the paperwork a manufacturer can add value to the entire product range and that may be just enough to encourage a wholesaler to invest time in resolving any potential problem as opposed to making it easy for them to dictate terms by threatening to switch to a rival supplier. By improving a business to business relationship the products that are supplied will become less of a commodity item and judged along with the whole fulfilment service, a service that may not be available with any Tom, Dick or Harry.

Wholesalers are often doing themselves a disservice if they only focus on price and do not adequately value the many benefits of working with a professional and well organised supplier, a supplier that will deliver on time, will supply products that meet strict the agreed quality and that have invoice and delivery documentation that is clear and accurate.

By conducting customer satisfaction surveys aimed not at the end user but at those involved in the supply chain there are many rewards to be had. By understanding and taking into consideration the requirements of both parties the business processes between any two organizations can nearly always be vastly improved and all parties benefit by keeping costs to a minimum.

It is in the interest of manufacturers to establish long term contracts as that will provide them with the security that is necessary for them to plan and reinvest, confident that their customers value the benefits that long term relationships can bring. By manufacturers and wholesalers working together the whole fulfilment process can be streamlined and companies can work towards a just in time model where the need to hold large volumes of stock is reduced and along with all the associated costs.

The starting point for such an exercise is an exchange of information that can be obtained easily by utilising online customer satisfaction survey software that is now widely available and that makes the whole intelligence gathering process quick, easy and cost effective.

Why should you bother?

Good customer service is the life blood of any business. Although new customers are 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 do you start?

Objective – Before you start compiling your survey you should first 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 – In addition to the objectives consider how you will analyse the answers having completed the survey.

Keep in mind that ‘closed’ questions (where a respondent is asked to choose from a limited number of responses) are much easier to analyze than ‘open’ questions (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.

Then, 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 – be prepared to accept criticism.

A well designed customer satisfaction survey will enable you to identify problems so that they can be addressed; regular customer satisfaction will prevent complacency and give you early warning on where you might be losing out to your competitors initiatives.

What are the questions you should ask?

Each business is likely to have unique factors in relation to providing good customer services however there are common areas that are going to be relevant to all businesses be they a physical store, online store or a service industry. The following are some key areas to providing good customer service.

Communication – Do customers find it easy to communicate with you?

When customers telephone are their calls answered quickly; are their 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, quickly, politely and fairly.

If a problem is not 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 confirm that your customers find all your staff to be helpful, courteous and knowledgeable.

Location – Do your customers find it easy to visit you, if a physical store, is it conveniently located with good access?

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.

Physical store or online website, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?

The right quality products – In addition to measuring the quality of the service that you provide you should ensure make sure that the products and services that you provide do fully match your customers’ requirements.

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

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

Speed and attention – The majority of customers will want to be dealt with quickly but attentively.

Are you doing everything you can to avoid any delay?

Good businesses will try to treat each customer as an individual, does yours? Attention is appreciated but it needs to be followed up with a quick and satisfactory resolution to the query.

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

Understanding your customers more will allow you to properly target your business.

For customers who have specific problems allow them to provide details and contact details.

What is next?

Once the survey has been completed analyse the results.

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

Ask yourself if any criticism is valid, be honest to yourself, is there anything that can be done to properly resolve, or at the very least, minimise the problem?

Training – Are the staff properly trained and do they have sufficient knowledge?

If customer service training programs have been implemented have they improved the customer experience?

Follow-up – If a customer who has completed a survey has raised a specific issue ensure that they are contacted and their complaint addressed.

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

Continuously Monitor – Make changes based on the survey results and then re-measure by issuing follow up 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.

Why should you bother?

The life blood of any business is good customer service. New customers are important but good customer service will help generate customer loyalty and repeat business. With every satisfied customer your business is likely to go on and secure many more customers through recommendations and if you do not take proper care of your customers there is probably a competitor waiting in the wings that will.

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

Where do you start?

Objective – As a first step decide what the main objectives of the survey are, in that way you will be able to retain focus and find it easier to decide what questions to ask.

Analysis – Once the survey has been completed consider how you will analyse the answers.

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

A lot will depend on the expected 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.

Before publishing the survey read through the survey from a market research view point to confirm that you are asking the right questions in the right way and that your chosen answer format will provide you with feedback that will allow 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?

In asking this question the store will hopefully not only receive useful feedback on the baby changing facility but they will also promote the store as being a child-friendly and caring store even to those the customers who do not actually require the facility.

Warts and all – be prepared to accept criticism.

A customer satisfaction survey should be designed to identify any problem areas so that they can be fixed; conducting regular customer satisfaction will help prevent complacency and will also give early warning on where you may be losing business to your competitors initiatives.

What questions should you ask?

Although it is a given that 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 – Is it easy for your customers to contact you?

When customers telephone are their calls answered quickly; are their 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, quickly, politely and fairly.

If a problem is not 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 confirm that your customers find all your staff to be helpful, courteous and knowledgeable.

Location – Do your customers find it easy to visit you, if a physical bricks and mortar store, is it conveniently located with good access?

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.

Physical store or online website, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?

The right quality products – In addition to measuring the quality of the service that you provide you should ensure that the products and services that you provide match your customers’ requirements.

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 type of business most customers will want to be dealt with quickly but attentively.

Are you doing everything you can to avoid delays?

A good business will try to treat each customer as an individual, does yours? Attention is one thing but only if it leads to a quick and satisfactory resolution to the query.

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

The more knowledge you have of your customers the better you will be able to target your business.

Allow customers to highlight their specific problems and provide contact details so that any problems might be later addressed and their concerns followed up.

What is next?

Having completed the survey analyze the results.

Trends – Identify specific and common areas where the service is found wanting.

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

Training – Are the staff properly trained and do they have sufficient knowledge?

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

Follow-up – If a customer who has completed a survey has raised a specific issue do all you can to ensure that their complaint is addressed.

Don’t squander the opportunity to resolve a problem and keep a customer.

Continuously Monitor – Make changes based on the survey results 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.

Even public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys provide an efficient method for conducting market research that will then help identify passenger dissatisfaction and they are also an ideal tool for measuring the effects of any improvements that have been implemented and can help promote the new initiatives.

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.

Passenger surveys allow operators to identify those areas that are of most concern to their customers. By analysing passenger feedback the operator can ensure that their improvement and investment plans are in line with passenger demands and concerns. Issues can be classified into high and low priority, as well as long and short term plans.

Major capital investment such as the building of infrastructure for example new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take many years to implement. However, the initial survey may identify some high profile areas where a solution to the raised problems 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 educate and inform passengers of ongoing improvements and future plans.

Passengers can appreciate that it can take time to resolve some of their concerns and will hopefully become more understanding towards the operators if they know that the problems have been identified and are not being ignored.

Keeping Moral

Those implementing change can often develop a siege mentality. Passengers may be slow to appreciate any improvements that are made as it can take time for changes to have an effect.

By canvassing 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.

Those tasked with implementing change and making improvements can become very demoralised as suffering passengers are slow to appreciate the efforts that are being made and are therefore negative in their comments. It is vital 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. The situation can change instantly so that due to an event what was important, is no longer important and what wasn’t an issue, is suddenly an issue.

The baseline survey will ensure that the passengers concerns are chronologically documented. The needs of passengers evolve over time, individual requirements change, fashion changes, life styles develop along with technology, low cost budget carriers now compete with luxury travel and there is a clear demand for both, in some cases even form the same set of people depending on whether their travel is for business or pleasure. With surveys run periodically 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. There is no longer the need to publish a single one size fits all survey, being low cost and flexible multiple online surveys can be published that target specific groups who may have real concerns.

Online passenger surveys will make it easy to collate important market research data and will also allow an operator to demonstrate that they have a genuine commitment towards improving levels of passenger satisfaction.

Passengers will benefit from having an effective channel to raise issues and through regular surveys they will begin 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

How to create a survey using Survey Galaxy

Writing surveys is easy; or is it? The truth is that creating surveys is easy but creating effective surveys is more difficult. The following twenty tips will help you write more effective surveys.

1. What is the purpose of the survey?

There are many reasons for conducting surveys. By correctly phrasing the questions and structuring the answers surveys can be used in a multitude of ways and for a variety of reasons. When compiling a survey don’t lose sight of the survey’s purpose.

2. Give the survey a good title

The survey title is a golden opportunity to instantly summarise a survey’s objective and encourage respondents to participate. Respondents need to invest time in completing the survey so you need to encourage them that their investment will be worthwhile.

3. Keep the length of the survey as short as possible

Every question asked should be asked for a reason. Minimize asking questions that will provide you with ‘nice to know’ information and concentrate instead on ‘need to know’ questions.

4. Use plain English, maintain consistency, avoid jargon and acronyms and don’t ask questions that may result in ambiguous answers

Take care when wording a question. There is every chance that if respondents can interpret any question that is not clearly written differently to that intended by the survey’s publisher then any analysis of the survey results may be worthless or at the very least misleading.

5. Avoid having long questions

Try to use succinct sentences wherever possible. Long questions can cause a respondent to lose concentration and can lead to a higher level of incidents where respondents abandon a survey.

6. Ask one question at a time

Avoid confusing the respondent with a question like ‘Do you like golf and tennis?’

7. Don’t influence the answer

Do not load the question. ‘Should irresponsible shop keepers who sell cigarettes to minors be prosecuted?’ is unlikely to have any value.

8. Ensure that the selected answer format allows the respondent to answer the question being asked

Ensure that the respondent is able to answer how they really feel or they may abandon the survey. As a last resort consider the benefit of including a “Don’t know”, “Can’t say” or similar response option.

9. When you are compiling your survey consider how you will analyse the results once the survey has been published

When asking questions that allow for a free text open ended response, such as when asking the respondent for their comments, appreciate that such information is likely to be difficult to score and/or summarised. Consider how the answers could be grouped. For example “Indicate your length of service?” – ‘less than 1 year’, ‘between 1 and 6 years’ and ‘more than 6′.

10. Try and ensure that the questionnaire flows

Group questions into clear categories as this will make it easier for the participants completing the survey.

11. Target your respondents carefully

In some cases you will want to target a specific group, in others a cross section. If you can’t control who responds to your survey consider including questions/answers that will allow you to filter out respondents who don’t fit your target profile.

12. Provide a channel for your respondents to expand on their answers or make comments

Allowing respondents to make additional comments will increase their satisfaction level and the comments will also give valuable feedback on the specific questions and/or the survey as a whole. Remember that for large sample collections free text open ended responses may prove difficult to analyze.

13. If the survey you are conducting is to be confidential ensure that you honour your pledge

If you have assured the respondents that the survey is confidential ensure that the individual data is not to be shared with anyone and the information is not going to be used for any other purpose. Confidentiality must be maintained at all times and any identifying information destroyed once the survey has finished.

14. Consider the advantages and disadvantages of allowing respondents to be anonymous or identifiable

If your respondents are to be anonymous then you will be unable to follow up specific complaints or match “pre” or “post” surveys. Allowing people to remain anonymous will however allow people to respond without possible peer pressure.

15. Carefully consider what the best response format will be

Being consistent with the format used for responses is good practice. When designing your survey keep in mind that when analysing the data radio buttons are easier to analyse than check boxes that offer the respondent multiple responses. Do not use a check box format if a radio response format would do.

16. Give the respondent an estimate as to how much time the survey will take to complete

If the survey appears to be a stream of never ending questions then respondent drop can increase. It is good practice to indicate how long the survey is likely to take so that the participants can choose the best time to complete the survey.

17. Inform the respondents of the survey end date

Encourage your invited respondents to complete the survey as soon as possible but advise the respondents of the survey’s end date so that they have the opportunity to schedule the necessary time.

18. Test the survey

Before publishing a live survey publish a small pilot survey to check for questions that are ambiguous or confusing and to ensure that the survey is aesthetically pleasing.

19. Before publishing the survey proof read the survey carefully

Check and check again that the survey is grammatically correct and makes sense. If practical get someone else to proof read the survey before you publish, if no one else is available then take a break before checking again.

20. Say ‘Thank You’

To complete surveys respondents have to devote their time and should be thanked at the end of completing the survey or in a follow up letter. You may even want to consider an incentive such as a reward or entry into a prize draw.

For further information please visit Survey Galaxy

Why should you bother?

The life blood of any business is good customer service. Although new customers are 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 demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.

Where do you start?

Objective – Before you start compiling your survey you should first 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 – Consider how you will analyse the answers having completed the survey.

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 likely volume of respondents, the higher the volume the more important it is to have an easy method of analysing the results.

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

It is important that before you publish the survey that you check that the questions you have asked will provide you with market research data that when analyzed will help you 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 market research feedback on the facility they provide but they will also promote their facilities and advertise themselves as a family friendly store, even beyond those customers who have a specific need for the baby changing facility that has been provided.

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

A well designed customer satisfaction survey will enable you to identify problems so that they can be addressed; regular customer satisfaction will prevent complacency and give you early warning on where you might be losing out to your competitors initiatives.

What questions should you ask?

Each business is likely to have unique factors in relation to providing good customer services however there are common areas that are going to be relevant to all businesses be they a physical store, online store or a service industry. The following are key areas to providing good customer service.

Communication – Is it easy for your customers to communicate with you?

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

If customers 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 knowledgeable, courteous and helpful.

Location – Do your customers find it easy to visit you, if a physical bricks and mortar store, is it conveniently located with good access?

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

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 – Not only should you measure the quality of the service that you provide but you should check 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.

Is your business associated with value for money by your customers, if not, why not?

Speed and attention – The majority of customers will want to be dealt with quickly but attentively.

Are you doing everything you can to avoid any delay?

A good business will try to treat each customer as an individual, does yours? Attention is appreciated but it needs to be followed up with a quick and satisfactory resolution to the query.

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

The more knowledge you have of your customers the better you will be able to target your business.

For customers who have specific problems allow them to provide details and contact details.

What next?

Analyze the results once the survey has been completed.

Trends – Identify common and specific areas where the service needs improving.

Ask yourself if any criticism is valid, be honest to yourself, is there anything that can be done to properly resolve, or at the very least, minimise the problem?

Training – Are the staff properly trained and do they have sufficient knowledge?

If customer service training programs have been implemented have they improved the customer experience?

Follow-up – If a customer who has completed a survey has raised a specific issue do all you can to ensure that their complaint is addressed.

Do not squander 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.

Why should you 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 every satisfied customer your business is likely to go on and secure many more customers through recommendations and if you do not take proper care of your customers there is probably a competitor waiting in the wings that will.

Online customer satisfaction surveys will demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.

Where do you start?

Objective – As a first step decide what the main objectives of the survey are, in that way you will be able to retain focus and find it easier to decide what questions to ask.

Analysis – In addition to the objectives consider how you will analyze the answers having completed the survey.

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

Opportunity – Keep in mind that as well as obtaining valuable market research data customer surveys are also a good way to publicise aspects 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 make informed decisions.

Then, 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?

In asking this question the store will hopefully not only receive useful feedback on the baby changing facility but they will also promote the store as being child-friendly even beyond the customers who actually require the facility.

Warts and all – be prepared to accept criticism.

A well designed customer satisfaction survey will enable you to identify problems so that they can be addressed; regular customer satisfaction will prevent complacency and give you early warning on where you might be losing out to your competitors initiatives.

What are the questions you should ask?

Each business is likely to have unique factors in relation to providing good customer services however there are common areas that are going to be relevant to all businesses be they a physical store, online 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 the phone answered promptly; are enquiries about products or services properly handled? A good business will make every effort to ensure that whatever the customers query it is resolved by the right person, quickly, politely and fairly.

If a problem is not 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 – Do your customers find it easy to visit you, if a physical bricks and mortar store, is it conveniently located with good access?

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 – In addition to measuring the quality of the service that you provide you should ensure that the products and services that you provide do in fact match your customers’ requirements.

Value for money – Cheap or expensive is rarely 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 you can to avoid delays?

Customers like to be treated as individuals, how do you treat your customers? Attention is one thing but only if it leads to a quick and satisfactory resolution to the query.

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

The more knowledge you have of your customers the more information you will have to better target your business.

Allow customers to highlight their specific problems and provide contact details.

What is next?

Once the survey has been completed analyse the results.

Trends – Look for common and specific areas where the service is failing.

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 customer service training programs have been implemented have they had the desired effect and improved the customer experience?

Follow-up – If a customer who has completed a survey has raised a specific issue ensure that they are contacted and their complaint addressed.

Do not waste an opportunity to resolve a problem and keep a customer.

Continuously Monitor – Make changes and then 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 confirm what their customers consider as the main issues. 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 into high and low priority, as well as long and short term plans.

It may take many years for capital investment to take effect such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment. However, the initial survey will almost certainly identify some main concerns that can be implemented almost immediately at a relative low cost.

Measuring Change

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

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

Passengers will hopefully be more positive when they can see that improvements have been made and if they know that problems have been recognised and are in the process of being addressed they can be more accepting of the outstanding problems.

Keeping Moral

Those implementing change can often develop a siege mentality. It can take time for any change to take effect and for the passengers to appreciate any improvement.

By canvassing 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.

Passengers will take time to appreciate progress and often those working on a change project will be demoralised with constant criticism from what is often a negative public. It is vital 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. Events can happen that make what was important, no longer important and what wasn’t an issue, an issue.

A baseline survey will help ensure that the passengers concerns are chronologically documented. The needs of passengers is in constant flux, individual requirements change, low cost budget carriers now compete directly with luxury travel and even from the same sets of people there is a clear demand for both depending on whether their travel is for business or pleasure. Annual surveys will ensure that any changes in passenger attitudes are monitored.

Online Surveys Make It Easy

Online surveys can reach a broad cross section of any travelling public. They are quick and easy to design and implement and they provide feedback in a format that is ready for detailed analysis. Being low cost and flexibility online surveys allows the operator to target specific groups of passengers ensuring that their specific concerns are properly understood.

Passenger surveys will collect important market research intelligence and provide a platform to allow the operators to promote and advertise their commitment to achieving high levels of passenger satisfaction.

Passengers will benefit from having an effective channel to raise issues and through regular surveys they will begin 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