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Customer satisfaction is at the core of a small business’ success. When your customers are happy with their experience, they’ll be more likely to purchase your products or services again, and more likely to recommend your business to others. By not reaching out to customers to measure their satisfaction, you’re missing out on an opportunity to build customer loyalty, guarantee repeat business, and improve your company. What is the best way to measure customer satisfaction? We’re sharing five tips, below.

 

Look at Your Competitors

Take the time to search for companies offering the same products or services as your own small business. It can be helpful to look for those that serve the same customer base and run their business in the same geographic area as well. Look at their websites, read their reviews, and get to know the companies.

When you’ve identified your competitors, find out what sets them apart and might cause potential customers to choose them instead of you. They might have more competitive pricing or offer deals that make customers feel that they’re getting a better value for their money. It could be their professional website that gives the company more legitimacy. This research can help you find areas where you can improve to increase customer satisfaction.

 

Survey Your Customers

The best way to find out what your customers think about you is to ask them. Before developing a survey, determine what your goals are. Are you looking for feedback about your website? Interested in knowing how your customer service team is doing? The areas you’re interested in learning about will determine how and when you should survey.

Here are two examples. First, a company interested in redesigning their website might create a survey that appears as a popup while customers are browsing. This allows customers to share their opinion as they’re experiencing the website. Second, a company looking for feedback about customer service should survey customers at the end of a customer support chat session. After the chat ends, the window should automatically turn to a survey to rate the chat and the agent who assisted.

 

Use Follow-Up Emails

Get customer feedback by asking for it directly. A follow-up email is a good way to get feedback from your customers soon after they make a purchase with your company. By timing your email right, you’ll be more likely to get honest feedback about the customer’s experience with your company and the product or service they purchased.

When you send your email, keep it short and make it easy for your customers to give their feedback. For example, if you’re running an eCommerce store, you might ask customers to rate their satisfaction in five areas on a scale of one to ten.

  • Variety of Products Available
  • Purchasing Experience
  • Ease of Using the Website
  • Customer Service
  • Experience with the Product After Delivery

Tailor the categories to fit the type of product or service you offer, as well as the areas where you’re interested in getting feedback. Be sure to include space for extra comments, allowing customers to expand on their answers.

 

Ask the Right Questions

When you ask customers about their experience with your company, be sure that you’re asking the right questions. Focus on these three areas to get started:

  • How satisfied are you with the company?
  • How likely are you to work with/purchase from the company again?
  • Would you recommend this company to others?

 

Check Customer Reviews

Typically, customers will leave reviews for one of two reasons – a great experience with a business or a negative experience with a business. In both cases, there is plenty to be gained in both cases. Negative reviews will let you know what areas you need to improve on. Responding helpfully may even resolve a customer issue and earn that customer’s trust. Positive reviews will help to attract more business and build your company’s reputation.

Remember that potential customers will look at these reviews before deciding whether to do business with your company or not. In fact, 93% of local consumers use reviews to determine if a local business is good or bad. Keeping an eye on your reviews will let you see what kind of first impression your customers are getting of your company.

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Jess Barnes | Jess has a passion for helping small business owners build their brands and connect with their customers. She writes about money, tech, and marketing for blogs and businesses.