Although most companies view customer satisfaction surveys as tools to gauge fan perceptions, we view them in a broader sense. It’s an opportunity to better know individual customers. It’s an opportunity to identify needs that you can address later. It’s a chance to tap it their ideas, and it’s a chance to have a positive touch point.
After the survey is completed by the respondent, the process should not be complete. You see, a customer satisfaction survey is also a relationship-builder. Here’s a follow-up e-mail received by a hotel survey respondent (the names have been changed):
Dear Ms. Jones,
Thank you for choosing the Hotel Essex in Downtown for your recent travels to Hockeyville.
Commitment to service and guest satisfaction is a main focus, and we are delighted to hear you enjoyed your stay. The pride and dedication our hotel team takes in providing exceptional customer service to our valued guests speaks strongly to our company’s core values, “good service at a fair price.”
Thank you again for taking the time to provide your feedback on the Guest Satisfaction Survey and we look forward to serving you again soon!
Guest Services Manager
Contact information followed
In this follow-up communication, the customer is thanked twice. There’s a reference to “Team,” and the company shares its core values and how they align to service. No sales offer. Not an epistle – just a brief “thanks.”
The company has just created a new “Last Impression” with the customer, and it’s a positive one.
Take a look at your research processes, and instead of viewing the process stopping with the customer when they complete the survey, view that as a pivot point to create an additional positive impression in your follow-up.
Build relationships with customers – even through your survey process.