Join Jeff Toister for an in-depth discussion in this video Using analysis to gain insight, part of Using Customer Surveys to Improve Service.
- Once you design and deploy a customer service survey, the next and most important step is analysis. This is when we take a close look at the results to see if we can learn anything that will help us improve service. This video will focus on why analyzing your survey data is so important. The next few videos will give you more detailed instructions on how to do it. A good starting point is to define analysis. Many people confuse an analysis with a data presentation, but there's a big difference. Let's say you received an 85% rating on your Customer Satisfaction Survey.
That means that 85% of the people who responded were satisfied with the service they received. A data presentation would involve merely sharing the score. Unfortunately, the score by itself won't tell you much. That's why you need to do an analysis. Analysis is the process of digging deeper into the data to find out why customers feel the way they do. What do they like about our service? What do they not like? What specifically can we do to improve? Analyzing a survey takes us back to our original goal.
Whether you were trying to increase customer satisfaction, generate more referrals, or just make things easier, analyzing the survey can help us find information that will help us achieve our goal. For example, let's say our goal is to improve customer satisfaction. Here are a few questions we might ask to find actionable data. What factors cause customers to give a higher versus a lower score? Is there a particular aspect of our service that receives low ratings? Are some individual employees doing better than others? Analyzing survey data can often uncover some hidden trends.
Here are a few examples. Customers will sometimes provide a high rating, but still leave constructive feedback in the comment section. In one survey, 5% of responses with the highest rating also contained a negative comment. These customers were happy overall, but they also had suggestions for additional improvement. You might reveal a hidden trend when you look beyond the average score. Average scores can easily hide problems. One company had a high average customer satisfaction score, but when they looked at the score by individual employee, they found a huge variation.
At the bottom end, the employees who received the lowest survey scores were making more people upset than they actually helped. Surveys can also help you improve employee training. One organization learned that waiting was the number one thing that made customers upset. They looked for ways to reduce wait times, but they also trained their employees on techniques to make waiting seem more bearable for customers. Research shows that most companies who do surveys don't use the results to take any action.
A big stumbling block is analysis. I can't tell you how many companies do a survey just to report the numbers to executives. The raw numbers won't help you improve customer service. We need to dig deeper if we're going to obtain insight that we can really use.