It’s well-known: “the customer is king”. And they know it. Today more than ever, companies need to stay a step ahead of their customers to ensure they don’t get tired and won’t visit the neighboring competitor. Constantly measuring customer satisfaction is essential to maintain this step ahead, and retailers are more and more to use it (Walmart, luxury brands, etc.).
Measuring Satisfaction for a Product or Service
The classical satisfaction survey consists in asking customers closed-ended questions: you encourage them to answer by yes or no, or to tell if they are rather satisfied, very satisfied or not satisfied at all with a product. You define the outline of your questions to statistically analyze the answers. New survey methods are now available to target a population on a point of sale. It guarantees end customer’s confidentiality and enables to globally analyze this population. It is ideal for benchmarking and enables you to compare several stores, supermarkets or branches. Besides, you continuously get analysis reports: you can thus better understand your customers’ needs and create a genuine relationship of trust with them. The survey can be done on touch screen tablet, both a fun and quick solution for the end customer since he only has to answer a few questions by selecting smileys (better rate of return).
Keep Up Your Customers’ Potential
Satisfaction survey can also be used for different ends. The retailer no longer asks closed-ended question but open-ended ones: guided by a general topic (.i.e. “What kind of new service would you like to find in your store?”), customers submit their ideas and wishes. Starbucks does it on its dedicated website MyStarBucksVisit.com : people are invited to talk about their in-store experience. Via these surveys, brands can see what major trends of development they can consider and they enable the customer to be at the heart of the product and marketing strategies.
Measuring customer satisfaction about a product, reception quality (waiting conditions, information, etc.) or knowing customers’ (good) ideas are complementary methods of satisfaction survey. They enable brands to improve their image and their customer relationship. As for customers, they are valued and supported until the end of their in-store journey.
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