Customer Satisfaction Surveys: A Win-Win for Brand Strategy and Positioning

You see it all the time in your inbox—from your airline, hotel, and countless retailers:

“Please take this brief survey.”

Online surveys are cost-effective, convenient and instantaneous. While you may forfeit some research integrity, you gain the ability to take a quick pulse of your customer base and learn what you’re doing right or wrong. Plus, you get the added benefit of demonstrating to your customers that you care about their opinions.

Case (Study) in Point

Netwave recently completed a member survey for one of our country club clients. The survey asked for feedback on the food, service, tennis, golf and swimming pool, along with a few general questions. We found that members were generally happy with the club. That said, there were problem areas—none of the surprises—that needed to be addressed. The critical aspect was the timing of the survey and swift action by the club after receiving the responses.

Country club memberships run annually. Members typically decide toward the end of the year if they are going to renew for the following year. We ran the survey in September, right after the busiest season. Results were shared within two weeks and responses were tackled immediately.

Foodservice and quality were the main issues uncovered, to which the country club revamped the menu. They also added staff and announced a full lineup of fall events to make the improvements more visible. These efforts showed members that their input made a difference.

Customer Survey Quick Tips

If you’re considering surveying your customers, now is an excellent time to do so. Here are a few things to keep in mind:

  • Keep it brief. No online survey should take more than 5-10 minutes.
  • Make it multiple choice so that it’s easy to complete.
  • Implement a simple scale of very satisfied to very dissatisfied.
  • Include open text boxes so respondents can enter specifics.
  • Share the overall results quickly.
  • Take clear action based on the input received.
  • Use a reputable survey tool, such as SurveyMonkey, to instantly tabulate the results.

A customer satisfaction survey can help you plan for 2020 while also reinforcing your brand with your most important audience, your customers. Of course, make sure you follow appropriate research techniques, as beginner-built surveys can unknowingly bias the results. If you need assistance, let us know.