Think back to when you were eight years old. You open a birthday present expecting a cool toy, and instead find a hideous sweater. What does your mom tell you to do? Smile and say thank you. This lesson in politeness stays with us throughout our lives. We're constantly smiling and saying thank you whether we like the situation or not! Regardless of your industry, you probably get a smile and a thank you when you've completed a transaction with a client or customer. So how do you really know if they liked your service? You ask. Yup, it's that simple.
I like to ask clients with what I call a "Satisfaction Survey". I print it out on letter sized paper and mail it along with a self-addressed stamped envelope (this increases the odds of actually getting it back) about a week after closing. The survey reads:
Our success as a business depends upon the service we provide and we would like to know how you feel we served you. We place a very high value on your opinion, and your response to this questionnaire is the best way we get the answers we need in order to improve our service to you. Thank you for your assistance!
Please rate your level of agreement with the following statements; 10= Strongly Agree, 1= Strongly Disagree
1. I delivered on what I promised.
2. I was accessible when you need to contact.
3. I listened.
4. You are willing to recommend me to others.
5. You would use me again if you needed my services.
6. If you were in charge of my business, what's one thing you'd change? (Space for answer)
7. What did I do well? (Space for answer)
8. May I include your comments in my marketing materials? Yes No
People tend to be much more honest with this written format than they will be in person, over the phone, or even in an email. I'm not entirely sure why but I think people often think these sorts of things go to whomever is "above" you in the company (even if that person is also you!). After a few times of using this standard survey, experiment with some that are more specific to your industry. And don't forget the most important thing: LEARN FROM THE RESPONSES! If nine out of ten come back giving you a "one" on communication, you need to take a hard look at why you are (or seem) unavailable to your clients. Pay attention also to the praises - and keep up the good work!
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