Join Jeff Toister for an in-depth discussion in this video Using insight to improve service, part of Using Customer Surveys to Improve Service.
- So far, in this course we've covered how to design a survey, write great questions and analyze the data. There's still another step involved. We have to do something with what we've learned. The ultimate goal of conducting a survey is to improve customer service. In this video, I'd like to give you a few ideas for what happens next. You might discover some problems that are simple enough that you can just fix it. One company learned that customers were upset about not getting a response to emails sent through their website. That's when they realized those emails went into an unmonitored email box.
Which should have been obvious, took listening to customer feedback to spot and fix. Once identified, it was easy to route the emails to someone who could actually respond. Some problems are a little trickier to solve. So we need to investigate further so we can learn the root cause. You might share the problem with your team. Observe your employees in action or even involve other departments. One company learned that their newer employees struggled to handle really complicated problems, that their veteran employees could handle easily. They fix this by having their most experienced employees create job aides and other training materials to share their knowledge.
Sometimes, you can identify a solution, but you need a budget or other resources to implement it. That's when you can use the survey data to build a business case. For example, a technical support team used surveyed data to reveal which product features generated the most technical support calls. This information helped the product development team re-prioritize their work to focus on making product improvements that would have the biggest impact. Some surveys allow you to solve problems with individual customers too.
You can do this, if your survey allows customers to share their contact information so you can follow up with them if necessary. Sometimes, you don't learn about an upset customer until they take your survey. This could be your final chance to make things right. Hotels often follow up with upset guests to see if they can solve the issue and get them to return. Software companies follow up with angry customers to try to prevent a cancellation. Even cable companies have followed up on survey results to address nagging problems that should have been fixed a long time ago.
If you do include this feature in your survey, be careful that you don't promise a follow up. You could end up having to make a lot of calls that way. Use language, instead, that asks for the customer's permission to follow up with them in the event you have additional questions. Now, it's up to you. If you create a survey, implement it and analyze the data, the final step is using that data to improve customer service. If you can do that, you'll know your survey was successful.