What to do with the results of a survey ?

Customer satisfaction survey

The customer satisfaction survey is an indispensable marketing tool for any manager. A customer satisfaction survey allows you to understand how your customers perceive your products and services. It also helps to identify customer satisfaction rates on various elements: general satisfaction, customer service, product quality, sustainability, after-sales service, etc.

I often get asked by clients how to maximize this valuable information from the survey. Here are some examples of all you can, and should, do with this data:

1) Share the great news:

• On the Facebook and/or Linkedin pages of the company: display one or some of the main results of the survey.
• On the corporate blog, newsletter and in the employee journal: publish a summary of the most important results.

2) Involve employees:

• Present the results of the survey to employees.
• Discuss and identify areas for improvement for each department.
• Identify possible solutions to increase customer satisfaction.

3) Review your marketing strategy:

• Identify, or further segment, your target market.
• Identify your competitive advantage based on the perceived strengths of your brand or product.
• Develop an SEO, customer acquisition, or retention strategy based on the results shared by current, happy, customers.

4) Review your communication strategy:

• Develop your communication axis according to what is important for your customers or modify your current communication plan to change certain perceptions.
• Adapt your media placement strategy to the media profile used by your target audience.
• Improve your overall communication strategy and increase the notoriety of the company.

Also, it’s a great idea to do the survey every 2 or 3 years in order to see progression following the actions carried out following the initial survey.