In Customer & Client Surveys, Why Feedback Matters

Your customers have a voice – but do you listen to it? This is a key question for businesses to ask, as it can be a significant factor in their ongoing success.

Why is that? Well let us consider what happens when you don’t listen to your customers, and you don't engage in dialogue with them.

When you don't know how your customers feel about your business you cannot make confident decisions based on what you know they want.

That's because you don't know what they want! Guesswork is fine if you are a savant-like genius, but when you are dealing with a diverse customer base, unless you are reaching out to individuals to find out what makes them tick, you are acting on deficient knowledge.

On the other side of the equation, when your customers feel that you aren't concerned with their needs or priorities, you risk losing their loyalty.

No matter what field you are in, attracting customers in a crowded marketplace takes concerted effort. That's why it is so important to keep them with you once you've got them.

A big part of retaining your customers should be establishing a two-way channel of communication with them. Customer satisfaction surveys are a great way to do so.

This is particularly important in today's connected world.

The old adage that a customer who has a good experience will tell a few friends about it, whereas someone who has a bad one will tell everyone they meet needs to be updated for the 21st century.

Now dissatisfied customers can command a wide audience when complaining about your business, all from the comfort of their own home.

With social media sites like Twitter and Facebook, everyone has a direct news link to your customers' opinions of your products and service.

So why not pre-empt their global broadcasts by implementing satisfaction questionnaires to ensure your customers know their voice is being heard.

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