Congratulations, businessperson, you’ve collected your first meaningful batch of customer survey results, and now you need to know what to do with them. Once you get everything organized, there’s a series of steps you can take down a path of profit-yielding, productive data analysis. Trust that it’s not nearly as scary as it sounds, and keep reading to find out exactly what to do with your customer survey results.
Step 1. Get them digital
If you didn’t choose to administer your customer experience survey digitally, then you’ll have the extra task of transposing results from paper to a useful, organize-able format. A spreadsheet or word processing program is all you need to track your results.
The easiest way to begin this process is to transpose all customer survey results into a spreadsheet that allows you to change the order and grouping of displayed information. This works for both multiple-choice and review style customer experience surveys. It is best to transpose the every word the customer wrote, verbatim. If you chose to administer your customer experience survey digitally, then all you’ll need to do is copy and paste.
Using tables, charts and graphs, organize your customer survey results. It is only when all the results are grouped together in a logical fashion can you pull out any useable information. For example, if you administered a multiple choice customer experience survey, then you can use a pie chart for responses to individual questions.
Step 2. Read everything… then read it all a few more times
You’ll need a base familiarity with your customer survey results before you can proceed to the next steps. Once you begin to sift through everything, you’ll start to see connections that maybe you hadn’t noticed before. The information will begin to take form and have meaning.
If you’ve utilized graphs, charts and tables, then the visual enhancement will only increase your comprehension of the customer survey results. Visual representations of data allow you to compare and contrast different data sets at much quicker rates than you would reading through a matrix. When you feel like you know everyone’s answers to all the questions, or close to it at least, move on to the next step of what to do with your customer survey results.
Step 3. See if the customer experience survey met your goals
Since you’re a responsible businessperson, you probably had a few goals in mind when you embarked on your customer survey mission. Did they line up? It’s easy to simply shrug and nod your head affirmatively. It’s a little more difficult to address your goals with the customer survey results you’ve produced for yourself.
First, begin by taking the goals you set, and phrasing them as questions. For example, if your goal was to find the best balance of customer waiting time that ensures your staff can successfully complete their tasks before the customer begins to get agitated; then you might phrase the question like, “What was the maximum amount of wait time experienced by a customer who gave a generally positive review?” or, “What percentage of customers said they were satisfied/dissatisfied with the amount of time they had to wait, and how long was that wait?” Answers to these questions are actionable.
Step 4. Use your answers to plan your actions
When your customer survey results have answered your goal questions, then you can begin to integrate this new information with your current plans. Glance back to the customer waiting time example given above. Say, for instance, your customer experience survey showed that the majority of your customers are dissatisfied with their wait time and that they become agitated after a surprisingly short amount of time. Perhaps the amount of time is surprising to you because your staff is already completing their tasks as quickly as possible, and maybe customer service is suffering as a result.
If this is the case, then you can use this information to examine the task load you currently have upon your staff, and possibly consider adding more staff. Information like this can even lead to an entirely new customer flow, in which both staff and visitor are happily accommodated.
Step 5. Craft the next customer experience survey
Changes are often difficult for businesses, but normally necessary after you’ve thoroughly analyzed your customer survey results. After implementation, and a healthy adjustment period, it’s important to conduct another customer experience survey. This allows you to do two very special things.
First, customer survey results from a follow-up survey tell you directly whether or not the changes you’ve made produced different reactions from your customers. The goal for your next customer survey might be more review-oriented. For example, you could survey customers on their reactions to your changes and ask for any further suggestions they may have to offer.
Secondly, following up with customers who took the time to complete your customer experience survey makes them feel validated in their previous decision. That’s always good for businesses. When you request even further opinions from them, they feel valued which builds your brand.
thanks for reading!