Posted by: Andy Porter | March 26, 2010

Creating Customer Service Survey Questions

The purpose of a customer service survey is to get your customers to tell YOU if there was anything they didn’t like.

The general rule is that only 1 in 25 customers will tell you what they didn’t like. This is not good! A customer who leaves unhappy may or may not come back to see you, or they may start to look for a new service provider. They will almost always tell other people what they didn’t like about your business. It’s always better for them to tell you, and the sooner the better, so something can be done.

From my view, I always want to know what went wrong, why did the customer leave? Maybe you can fix things and the customer stays, maybe you can’t. But even if the unhappy customer does leave, if you know why, you can make changes and prevent other customers from leaving as well.

Have you ever gotten lousy service or product and yet you didn’t complain? Why didn’t you say anything? The most common reasons are that the customer:

  • didn’t want a confrontation
  • was in a hurry
  • didn’t want to get someone in trouble
  • felt that it wouldn’t make a difference

My philosophy is that pointed questions are more likely to get a response. Have you ever seen one of those never-ending multiple choice questions that some businesses use?

What are the things that your customers are most likely to get irate about? Here are a few possible categories:

  • Cost
  • Speed of service
  • Receiving the wrong item
  • Schedule
  • Selection of products
  • Friendliness
  • Cleanliness

Based on this list create your questions. If the questions on your survey almost make you nervous asking them, then you are on the right track!

I recommend that you list all your questions and have one box for the customer to answer. Below is a sample of a customer service survey from a web site:

How are we doing?

Your input is valuable and helps us in our never ending quest to improve our levels of customer service. Please take a moment and let us know how we did.

  • When you called was the receptionist friendly and helpful?
  • How about when you arrived, did things go smoothly?
  • Was the doctor compassionate, helpful, knowledgeable?
  • Did you receive more or less than you expected?
  • Do you have any suggestions for us on how we can get better?

You can leave your contact data if you like, but it is not required.

Your Name: ____________________________

Date of service: _________________________


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