Six Steps to Conducting a Successful Customer Survey (Part Two)

A customer satisfaction survey is a great ways to learn more about your customers and gain actionable insights for all areas of your organization. However, well-executed surveys can be an extensive undertaking, involving an investment of considerable time and money. To make sure that your survey yields actionable results, we’ve put together a list of six critical steps to follow. In part one of this series, we covered the first three steps which included:

1.       Develop the survey questions
2.       Build a list of contacts
3.       Gather responses

In part two, we’ll cover the final three steps:

4. Analyze the results

Once you have collected all of the responses, it is now time to compile and analyze the data . Depending on the number of responses and the amount of questions, the data could be extensive. It is important to keep all of your data organized and streamlined in order to accurately evaluate the results.

When analyzing your results, be sure to segment the data by different characteristics to try and uncover any key differences among various segments. For example, do customers who have been with your company for a few months have a lower level of satisfaction that those who are long-term customers? If so, you may want to consider revising your onboarding process.

5. Build an actionable plan based on results

Use the data from your  survey results to develop your strategy for addressing any issues that were discovered or to learn from any strengths uncovered. Major insights discovered when analyzing your data, can be used to influence future decisions.

Additionally, the insights you discovered should be shared with internal stakeholders across all departments. It is important that all members of your organization understand key issues experienced by your customers, as well as areas in which you excel

6. Repeat regularly to track progress

The survey should be repeated at regular intervals, such as annually or bi-annually, to track progress in key areas over time. It is important to keep questions as consistent as possible from year to year in order to accurately compare them.

Following these six steps will help ensure that your customer survey investment results in actionable insights you can use to improve customer engagement and satisfaction.

Need help conducting a customer survey? Contact Launch Marketing today! Be sure to follow us on Twitter or like us on Facebook to keep up with the latest B2B marketing tips and trends.