Customer Survey Analysis
A survey is an invaluable tool for evaluating your company's performance and learning about your customers' needs. Analysis of your customer survey depends on how you present your questionnaire: questions that ask for quantifiable answers yield quantifiable results, while questions that yield verbal answers force you to read and digest the information you receive.
Other People Are Reading
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Response
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Your customer survey results provide you with useful information even before you begin reading responses. Keep track of the number of surveys that your company distributes and count the number of finished surveys you receive in order to calculate your survey's rate of return. Typical response rates vary with the type of industry, as well as the complexity of the questions. In addition, you will have a higher response rate if you offer an incentive such as a free gift for customers who complete the survey. Aside from the influence of free gifts or difficult questions, a high survey response rate tells you that your customers are engaged with your business.
Quantifiable Answers
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Quantifiable customer survey questions provide clear, numerical answers. If you ask a quantifiable question, such as how your customer service rates on a scale of 1 to 5, tally the answers and calculate an average to analyze the overall response. Also graph the results to obtain a visual sense of whether the responses are skewed in one direction or the other, such as whether you receive a a disproportionate number of strongly favorable or strongly unfavorable results.
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Non-Quantifiable Answers
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Thoughtfully read responses to nonquantifiable questions, such as how you can improve your products or services. List the responses and categorize them, using such criteria as whether they are favorable or unfavorable, and whether they provide useful, concrete suggestions. Pay attention to both the overall trends as well as useful individual comments and suggestions.
Tone
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Pay attention to the tone of the answers you receive when analyzing your customer survey results. Are the responses friendly or belligerent? These clues provide you with invaluable information about whether your customers regard your company as a partner and ally or an adversary that provides a necessary product or service. Use the cues you receive to improve your rapport with your clientele if necessary. If you are pleased with the tone of your responses, identify successful aspects of your approach to customer service and continue them.
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References
- Photo Credit Modern Customer Service Close Up image by visi.stock from Fotolia.com
