What to do with the results of a survey ?

November 7, 2018 | Mireille Fortier
1 min

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.

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