The Benefits of a Customer Survey

Posted by: Rod Kurtz on September 3, 2008

If you’ve never systematically surveyed customers’ views on your organization, you probably don’t know what they are. We all need customer feedback to assess the performance of our salespeople, the quality of our products, and the value of our services. It helps us improve the success of our sales calls, gain an edge on the competition, reinforce strengths, and compensate for weaknesses. A well-designed customer survey can help you to:

• Assess the company’s position with its very best customers.

• Determine whether you are missing sales opportunities with existing customers.

• Evaluate the ability of your salesforce to recognize and capitalize on sales opportunities from new prospects.

• Empower your sales managers with customer perceptions of service quality during the selling process.

• Determine what training aids and performance systems you may need to improve sales effectiveness.

In developing your survey, choose from your best customers—those with the greatest buying potential—as well as new prospects. You will gain the most value from knowing how these groups feel. Finally, consider phone surveys if you want a high response rate quickly; use the mail for efficient processing, low costs, and when anonymity is important.

Gene Siciliano
President
Western Management Associates
Los Angeles

Post a comment

 

About

Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.

To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.

BW Mall - Sponsored Links

Buy a link now!