Increasing Retention with Surveys

Most successful businesses take pride in their ability to keep their customers coming back time and time again. Especially for new businesses, this can be an intimidating task to accomplish. How do you create relationships with customers that keep them coming back? Retaining customers is easy when you provide a level of service they can trust. Building a sense of trust is crucial for the longevity and retention of any business. One of the best way to establish trust? Through surveys.

Building Trust with Actionable Questions

Asking questions that are out of your control is essentially useless. Surveys should be focused on actionable items that, if necessary, can be implemented in a timely manner. Actionable questions can help address potential issues customers are experiencing, allowing you the opportunity to improve your overall product or service.

An example of a set of “actionable” survey questions could be:

1. How would you rate our checkout process? Excellent, Very Good, Good, Fair, Poor
Rate the following:
2. Friendliness of the clerk. Excellent, Very Good, Good, Fair, Poor
3. Amount of time taken to checkout. Excellent, Very Good, Good, Fair, Poor
4. Did you use our self-checkout lane? Yes No
5. What time of day did you checkout?
  • 6:00 am – 9:00 am
  • 9:01 am – 12:00 pm
  • 12:01 pm – 3:00 pm
  • 3:01 pm - 6:00 pm
  • 6:01 pm – 9:00 pm
6. What day of the week did you checkout? Mon, Tues, Wed, Thurs, Fri, Sat, Sun
7. Did you experience any difficulty during the checkout process? Yes No
8. If Yes, please explain. Comment box

By using a descriptive choice list (Excellent, Very Good, Good, Fair, Poor) vs. a numbering scale of 1-10, you are able to obtain a more detailed response of your customer’s experience. Offering a comment box with unlimited characters is also helpful where the survey taker will be able to more freely express themselves. Be sure to dig deeper into the overall checkout process instead of just asking “How would you rate our checkout process?” - As this doesn’t give you a full picture.

It’s important to note that not every negative survey response warrants drastic change. Rather, take time to step back and analyze the larger picture.

  • If you have a lot of “Poor” ratings related to the checkout process - Ask yourself: “What day of the week and time of day were those checkout instances occurring?” If the “Amount of time taken to checkout” question also has a highly rated “Poor” response - you might need to add more checkout staff during those specific days and/or times.

Focusing your surveys on actionable questions is what helps allow your customers to build trust. Seeing that their feedback is being valued and implemented shows that you care about their satisfaction, which typically leads to long time customers who positively recommend you to others.

eAutoFeedback’s unique, online survey systems are easy-to-use and customized to fit your company’s exact needs. Our hand-crafted questions help businesses grow by retaining customers, exceeding goals, and so much more. To learn more about the benefits of partnering with eAutoFeedback, click here.

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