How Important Is… ?

One of the most read articles I’ve ever written was on “Killer Customer Surveys” – however it’s just been brought to my attention that I’ve missed a vital part of it.

Now that it’s been pointed out to me – it’s so clear!

Let’s say for example, you’re asking people to rate your:

• Website
• Customer service
• Newspaper advertising
• Phone manner

You get an average rating of 9/10 for website and newspaper advertising and a 7/10 for customer service and phone manner.

Most businesses would be fairly happy with this overall average of 8.

BUT – what if you add an extra portion to your customer survey’s that also asks them to rate how important each of those items are to you.

From there you may get a totally different picture.

What if people still love your website and newspaper advertising but it’s not at all important to them. The customer service may be all the client cares about – and rates this as VERY important – and you’re only getting an average of 7 in this area. The 9’s you’re getting on the other two items which aren’t important then don’t contribute to an overall rating of 8 – they’re simply not important.

One simple addition to your survey could shed a whole new light on your customer’s wants and needs.

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By Kirsty Dunphey with No comments