How to Turn Customer Satisfaction Survey Results into Action


The concept of customer satisfaction has prevailed since the beginning of commerce. In other words — customer satisfaction is certainly not a new concept. However, the way feedback is being gathered to improve customer satisfaction level has totally changed. Here is how to turn your customer satisfaction survey results into action.

Many businesses conduct customer satisfaction surveys, sadly, a very few of them actually are capable of leveraging the results into real-time applications. As a result, it is a waste of time, resources, and workforce. But here is the thing; it is not that tough to turn those survey results into an action plan.

Every business, regardless of its size, market focus, and type can be benefited from the customer satisfaction survey results conducted to identify customer needs and expectations.

Surveys reveal actionable insights.

  • Market demand for products and services of your brand.
  • What do your potential customers prefer: basic or value-added?
  • Grounds where you need to work on your products and services.
  • Changes required in your current service delivery business model.

Once you have these data, now is the time to make action plans, work on them, and turn them into fruitful results. And for that, let’s understand how you can develop your action plan based on the results you have received from visitor satisfaction surveys.

Analyze the Results

This is the first step that must be followed while leveraging the results from customer satisfaction plans. It can be really useful to provide you with strategic as well as tactical road maps for carrying out implementation works. By analyzing these results, you can enhance or modify your existing products or services to meet market needs.

Additionally, you can also develop some new products or services reflecting the demands of your customers. Customer experience surveys also set the ground for you to identify as well as cultivate new horizons of target markets depending upon identified patterns. Align your decision-making according to the purchase behavior, preferences, and characteristics of users.

Comprehend the Experience of Your Customers from Their Perspective

Many companies develop various perceptions about the experience of their customers while using their products and services. In order to improve one thing, they tend to lose another and it again hampers their customer satisfaction.

Some companies when getting negative feedback about their high prices reduce their prices drastically and end up giving less training to their other teams and sales force. Ultimately, it results in poor customer support.

The catch here is to never compromise on providing a good customer experience. You have to think from the perspective of your customers and ten make your business plans.

Unleash the Value of Satisfied Customers

If your survey results reflect that you have good numbers of satisfied customers, don’t just sit back. At this time, use those happy customers for strengthening customer satisfaction more by further monetizing it. For this, you can turn the results of customer experience surveys into something tangible and then use it in marketing.

For instance, if you have found in the survey that 85% of your customers like recommending your brand to their friends, share the same information in your marketing campaigns. Furthermore, you can also ask those customers to give you testimonials and then use them on your marketing campaigns, company brochures, and most importantly, on your website.

Identify the Reasons for Issues

When you get negative feedback about something, the first thing is to fix it as early as possible. And once you have fixed it, try to understand the ground reasons behind those issues so that such things would not happen again.

When you can identify those actual issues, implement plans to overcome them by setting new and innovative methods. Thus, when you operate at the molecular level, you can expect good changes in the overall satisfaction levels of your customers.

Convert Unsatisfied Customers into Potential Resources

The way you handle negative feedback says a lot about your business. Apologizing is good, but you have to walk extra miles to win those customers back. But it is true that you can convert your unsatisfied customers into potential resources. It might seem tough, but it is a great opportunity for you to establish your credibility again to those customers.

As unhappy and angry customers are more honest while giving feedback, you can use them as your marketing weapon. For this, you need to listen to them patiently. You can send them an email immediately with more information on the inconvenience caused. Besides, you can also do variations such as a coupon code, apology letter from your CEO, and a survey asking more details regarding the issue, and so on.

Final Words

A customer satisfaction survey is vital for every business these days, given the huge competition in the market. In such a scenario, you cannot leave any loopholes from where you can lose your customers. Instead, make a good implementation strategy to leverage your survey results in order to win back your unhappy customers and boost the numbers of more happy customers.

Vinod Janapala

Vinod Janapala

Product Marketing Manager

Vinod is Senior Product Marketing Manager at piHappiness – Customer Feedback App & Survey Software. piHappiness is a top customer feedback software designed to collect customer feedback on Web, iPad & Android tablets. Vinod is keen on such topics as marketing, SaaS challenges, and Personal Growth.



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