Everyone agrees that it It's important to keep your customers satisfied, because that is the best way to ensure customer retention.
Key questions in this regard are:
- Do you know which of your customers are satisfied, which are not, and to what extent?
- If so, how do you respond to feedback from customers who express dissatisfaction?
However, there is an obvious way to find out which customers are satisfied and which are not, namely by conducting a satisfaction survey to conduct. It doesn't have to be difficult at all. There are several ways to conduct a satisfaction survey: either you conduct one at regular intervals General Customer Satisfaction Survey (e.g., a survey twice a year), or do you automatically send a short opinion poll to your customer immediately after providing a service or delivering your product. Later in this blog post, we’ll focus on the general customer satisfaction survey.
A customer satisfaction survey is fairly easy to set up with a marketing automation tool such as, for example,. ClickDimensions in Microsoft Dynamics 365. All you need is a mailing list (e.g., a list of customers who have placed at least one order in the past year), an online survey, an email message, and a few hours to put it all together. Once the email with the link to your online survey has been sent, you’ll start seeing the first results come in just a few minutes later. If you created the survey using ClickDimensions, all the information will be imported directly into the CRM, and you can views, charts & dashboards to organize the results. Or, use the built-in Survey Report from ClickDimensions itself.
!!Tip: In addition to the original invitation email, please also include a 1st & 2nd Reminder Emails to increase the response rate. To prevent customers who have already completed the survey from receiving reminder emails, it's best to create a dynamic marketing list to everyone who has already completed the survey. You can then use this list as “suppression list” for the reminder email. Specifically, this means that ClickDimensions will automatically ensure that your reminder emails are no longer sent to contacts who have already completed the survey.
Anonymous or not?
When conducting a customer satisfaction survey, you naturally want to know who is satisfied and who isn’t, so you can respond appropriately. The advantage of ClickDimensions is that every completed survey is immediately sent to your CRM tool and automatically linked to the correct contact. ClickDimensions has several built-in ways to automatically determine which contact completed the survey. This naturally makes the tool less suitable for conducting anonymous surveys. Anyone who clicked through from the invitation email, in particular, is automatically identified by ClickDimensions.
How should you respond to dissatisfied customers?
What if you find out that one of your customers is clearly frustrated?
That's something your account manager needs to know right away so that it can be addressed.
If one of your customers gives a low rating, make sure that the account manager for that customer automatically receives an email notification or another alert in the CRM.
Satisfied Customers
Don't focus solely on dissatisfied customers, because a satisfied customer deserves at least as much attention.
Truly satisfied customers are worth their weight in gold because they recommend you to others, thereby bringing you new customers. Customers who recommend you are also known as “ambassadors” or “advocates.” To find out who your ambassadors are, we recommend including the following question in your customer satisfaction survey: “”How likely are you to recommend COMPANY / BRAND / PRODUCT to friends, family, or coworkers?" To answer, the respondent can enter a score from 0 to 10. This question is the Net Promoter Score, or NPS for short. You should interpret the answer to the NPS question as follows: anyone who gives you a 9 or higher is a “promoter” or ambassador for your company. Anyone who gives you a 6 or lower is a “critic.” (For more information about the NPS score, see https://nl.wikipedia.org/wiki/Net_promoter_score).
