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Do you know how happy your customers are? If you don’t, then it might be time to rethink your customer feedback management system. Creating engaging surveys can give you a direct line to authentic, actionable feedback that helps you better understand and meet customer expectations, respond to issues, increase customer loyalty, and boost your revenue. These voice of the customer survey examples can help you discover valuable insights about your business.
Voice of the customer (VoC) surveys can help you understand whether your brand, services, and products meet your customers’ needs and measures up to their expectations. Knowing what your customers think, feel, and do can help you improve your business and make customers happy.
When used correctly, VoC surveys can help you become more customer focused. You exist to give your customers what they want, and you can’t do that if you don’t know what their pain points are. VoC surveys give you a direct line to your customers’ minds so you can tailor your products and services to their needs, helping you offer exactly what they want—and nothing they don’t.
VoC surveys can also help you discover:
How to gain and retain more customers.
Ways to uncover and resolve any customer pain points.
When to pursue new products or releases.
Where within the buyer’s journey customer experience can be improved.
What customizations will increase market share and customer loyalty.
Common approaches to VoC surveys include:
Focus groups are an excellent way to gather a lot of customer feedback at once. Segment your audience by demographic or other defining traits to drill down into what they think, feel, and believe about their experience with your brand or industry.
Offering a live chat or chatbot feature on your site gives customers a quick, easy way to ask questions or express concerns. Live chat can help you understand how your customers use your site and how easy it is for them to find what they’re looking for, and it can give you an opportunity to step in and resolve an issue before it frustrates shoppers further.
Reading online customer reviews is a passive way to gather important information about how customers feel about your business. You’ll easily discover what customers like or dislike about your business, and uncover opportunities to improve.
Service/delivery follow up
Collecting customer feedback directly after a product is delivered or service is completed tends to lead to highly accurate survey data, since you’re engaging with customers right after the point of contact with your team or product.
From brand loyalty to customer experience to brand perception, there’s no shortage of information out there for you to discover and use to your advantage. Consider these voice of the customer examples and relevant survey questions as you begin to craft your VoC strategy.
Product or service value
Whatever information you’re after, all you need to do is ask. Surveys can help you optimize your offerings, create better customer experiences, and generate more sales. Plus, you’ll discover bugs or issues affecting your customers’ experiences so you can improve or resolve them. You’ll also learn what your business does well, whether customers were thrilled with the service during a recent store visit, or if they’d recommend you to a friend.
Surveys come in all shapes and sizes depending on the survey tool you use: multiple choice, short answer, scale of 1–5, and more. Possible survey formats include:
Mobile pop-ups after purchases are made
Scheduled phone calls
Digital feedback forms
Depending on the kinds of questions you ask, surveys hold a wealth of insights that can help you find the right next steps to grow and improve your business. These common survey questions can help get you started:
Product or service focused
Competitors and market standing
In-store customer service questions
Customer satisfaction surveys are a particular subset of surveys, and they’re essential to your business’ success. While voice of customer surveys can help you understand how your customer interacts with your brand, customer satisfaction surveys tell you how happy—or unhappy—they were about that interaction. These surveys also aid in uncovering issues, gaps, successes, or opportunities. By understanding what satisfies your customers, you can boost your company’s reputation in their eyes and keep them coming back.
The hallmark of an effective customer satisfaction survey is short, clear questions and not too many of them. With that in mind, there are many opportunities to present customers with a satisfaction survey—different business processes all require their own unique survey. Consider these different scenarios and customer satisfaction survey examples:
Customer service surveys
Customer loyalty questions
Want to make your surveys more engaging? There are lots of approaches to survey creation. Take a look at a few different customer survey examples and the benefits of each.
Ready-to-use survey templates
Some companies generate premade templates to give you a shortcut to picking the right questions for your goal. Ready-made templates can include question sets, workflows, and reporting, too, so you can start soliciting customer feedback right away.
Customers receive a lot of surveys. Differentiate yours by making it pleasant to take. Write questions in a user-friendly, approachable voice; create an accessible, usable design; and make sure your survey is free from glitches, hitches, or other problems that could keep customers from responding.
Automated survey distribution
Distribution automations send surveys out to a preset contact list for you, all on its own. Automations can help you reach different segments more easily, and because you won’t spend as much time setting up and sending surveys, you’ll gain more customer feedback more quickly.
Capturing real-time feedback
Sending a “how was your coffee?” survey to someone just as they leave a coffee shop invites them to share a fresh take on their experience with you, right while the coffee is still hot. Real-time feedback makes it possible for your business to test new ideas faster, make more strategic business decisions, and quickly identify strategic opportunities.
More customers today use their phones for business transactions than ever. If your surveys are optimized for mobile, customers can easily take them wherever they are. Mobile-friendly surveys can also make it easier to capture real-time feedback in the moment. Use them to gauge how event attendees feel about a session, to follow up after a transaction, or to ask how a delivery recipient enjoyed their meal.
Whatever you want to know about your business, from what’s working to where to improve, customer surveys can help you uncover it. Understanding and monetizing feedback is an essential part of successful business growth. If you learn to do it well, you’ll create a great customer experience, make strategic decisions, and drive more revenue. With clear goals and the right tools, getting started is easy.
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