For businesses with reps performing their duties away from a central office location, there is a prime opportunity to reach out to customers. One of the advantages of field-based organizations is that customer interactions can happen more often and naturally than for office-based organizations. And with tools like Field Activity Management, questions can be easily developed, offered to customers, and shared in real time with back-office managers. For the best possible survey, check out these three tips:
1. Know Your Satisfaction Type
According to an eSurveyspro article, there are two types of satisfaction to measure: transactional and image-based. The first is defined as any interaction the customer has with your company, whether that be with a field rep or with the product itself. The latter is the customer’s overall opinion of the company based on transactions, their assessment of competitors, and what friends have said about the company. It is better to separate the two types in surveys because putting them in the same survey forces the customer to reflect in two different ways. For example, a transactional prompt could be “Rate product x on a scale from 1-10.” While an image-based question could be “What values do you associate with company x?”
2. Ease into Open ended questions
While some of the best insights gained from customer satisfaction surveys come from open-ended questions, it is important to start with short, easy questions. For example, “yes or no” questions are a great way to start a survey. If a customer looks down at a survey and sees the first three questions require text boxes, they may hesitate because they are likely in the middle of something else. On the other hand, allowing the customer to quickly get through the first few questions will engage them with the survey, and they will be more willing to answer the longer questions at the end. For example a “yes or no” prompt could be “have you purchased product x before?” An open-ended question could be “what suggestions do you have to help us improve our product?”
3. Be Prepared to Act
There is little point in gathering data through customer satisfaction surveys if a business is not going to act on it. This is especially important for remote teams who consistently see their customers in the field. That same opportunity mentioned above that allows for more customer interactions also means field teams must be especially sensitive to their feedback. This article even suggests there should be a fundamental shift from measuring satisfaction to “asking for actionable feedback.” For example, if your results show that customers often experience stock out with your product, it may be time to look into a Field Activity Management software solution that can help track merchandise. To have the best possible customer satisfaction survey remember these three tips: know your type, ease into hard questions, and act on the results.
Erin P. Friar
Erin Friar is a Content Marketing Journalist Intern at Repsly, Inc. and is completing a Journalism degree at Suffolk University. She is a master of grammar and is passionate about creating fresh content to help foster efficiency and overall success in small businesses.