Why small businesses should bother
Customer feedback is not only for the large multinational companies – it is crucial and beneficial for the smallest of businesses too. Your customers may be fewer but knowing what they think is just as important. This is free market research, an opportunity to tap in to a fantastic source of information – what your very own customers want, like, think… What are the perceptions of your first time customer? What continues to drive your most loyal customers through your door?
Aim for realistic feedback that is a true representation of your customers
Generally in business you will hear from those that are very satisfied and those that aren’t! But the silent customers are the ones that often have the most realistic and pertinent opinions about your business. So make sure you take a sample and make it anonymous – it encourages honesty. Why not target the next 20 or even 100 customers through your door. Offer a reward for their time – entry into a prize draw or get a free cup of coffee.
Get customer feedback in the most economic way
Paper questionnaires can be completed while people wait for an appointment or in a queue. SurveyMonkey is a free online survey that lets you ask 10 questions. All your customers are potential mystery shoppers – you just need to ask them what you want to know – even if it is a quick question over the counter. Ask your staff what they hear from customers. Your first line staff – receptionists, waiters etc will often know how the customer feels – encourage them to feedback to you, remain open to the positive and the negative. I used to take advantage of having my target audience being physically around – I used to ask customers for feedback say on on a flyer or poster that I was designing while they were sitting in our waiting room.
Think carefully about the questions before you ask
Concentrate your questions on things that you can change? It’s no good asking their opinion about something that you can’t do anything about. Do you want simple yes/no answers or more detail? Try not to ask leading questions.
Don’t be afraid of negative feedback
You can always choose to ignore negative feedback, but don’t let your ego get in the way of some constructive criticism. Prepare yourself and if you really don’t think that you will be able to cope with hearing something negative then rephrase the question so that you are looking for a postive solution rather than critique.