Background: As a business owner, you know that retaining a customer is nothing less than an art. Having an old customer on your platform will always cost you much less than finding a new one. And in order to retain your customers, you need to start measuring their likes and dislikes. Customer satisfaction survey is one great way to do that. In our previous article, we shared four unconventional ways to measure customer satisfaction. In this article, Ankit Bhardwaj of Accordable Corporate Solutions shares the advantages of customer satisfaction surveys.

A customer-oriented call center uses a combination of tools, technologies and management strategies to delight its customers by improving their experience with the brand. Customer satisfaction survey is one such tool that helps the companies to focus on improving experience of their esteemed clients. A properly designed survey, which is sent via email or another medium, can help you in multiple ways.

Here are 6 advantages of customer satisfaction surveys:

1. Surveys show that you care
Customers like to remain loyal with a brand that cares for them. And offering customer satisfaction survey is one of the best ways to show that you care for them. Customers feel that you to them seriously and that their opinion matters. As a result, they feel more attached to the company.

As per the Aspect Consumer Experience Survey 2015, 76% of customers consider customer support as the actual measure of how much an organization values them. Therefore, you can go a step further by using surveys and surpass their expectations.

2. You don’t have to spend on expensive marketing campaigns
Tracking customer satisfaction through surveys can help in maintaining the quality of customer support process. This ensures that customers remain loyal for your brand and you don’t have to spend on costly marketing campaigns.

Therefore, companies which are outsourcing contact center processes and customer satisfaction surveys to a renowned vendor can save their marketing efforts.

Also read: How to build customer loyalty

3. You get valuable suggestions
Sometimes, the valuable suggestions from customers can completely modify the functioning of the business. Therefore, it is essential to have a feedback section in the survey so that new ideas related to product/service can be received from the customers.

Customer satisfaction survey is one such tool that helps the companies to focus on improving experience of their esteemed clients.

4. You can show the reviews to agents
You can show some of the selected comments and reviews regarding the service to your agents. The positive ones will boost their morale and inspire them to be productive. On the other hand, the negative comments will give them idea about their weak points so that they can work hard to improve them.

Also read: Why is CRM training so important for emerging businesses in India?

5. Root cause of issues can be identified
Several times, companies are unable to identify the root cause related to dissatisfaction among the customers. If this problem persists, it can result in demolition of a company’s image. In these scenarios, customer satisfaction surveys can help in recognizing the major reason related to lack of satisfaction among customers.

6. Data can be used for analytical purposes
Data from feedbacks and surveys can prove to be fruitful in improving the quality of customer satisfaction. Call centers can use the data to get useful insights from machine learning. These insights can help in predicting the behavior of your consumers for different types of responses made from your end.

Therefore, in order to manage the operations as per the expectations of the customers, it is necessary to include customer satisfaction surveys in your customer support department.

Also read: Measure Experience

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