Taking Action eNewsletter

Customer Satisfaction Equals Profits

Issue Seven

Customer satisfaction surveys are useful as long as you have the discipline to take action on what you learn from the surveys using accountable, focused performance improvement teams. You have to see to it that the survey information is translated into action in order to get the results you expect.

On the survey side of the equation, there are many applications for stationary or mobile survey data entry stations that will increase survey response rates, reduce data handling costs, and reduce the time from customer feedback to corrective action. A few examples that I hope will help you visualize how data entry applications apply to your business:

Auto dealers can use a stationary data entry station to get feedback from customers when they pick up their car from the service department. Service departments are important profit centers; a dissatisfied customer who goes elsewhere for routine service will cost a dealer thousands in lost revenue. To view a sample service department customer satisfaction survey, click here. Hotels can use stationary data entry stations to gather guest satisfaction data at checkout. Daily service recovery and performance improvement reports give the general manager the tools to quickly identify serious problems. The Hyatt Regency Pier 66 in Fort Lauderdale installed data entry stations at the registration desk. Their guest satisfaction survey took less than a minute to complete and guests appreciated being asked for their feedback. To view a photo of their data entry stations, click here. To view a sample survey, click here. Conference organizers can equip staff with mobile data entry stations to conduct brief interviews of exhibitors and conference participants to get feedback about the quality of the conference. This approach is used by the South Florida Hospital and Healthcare Association at their annual South Florida Healthcare Summit. Here is the survey they used along with the feedback from participants. Banks can use stationary data entry stations at branches to get feedback about convenience, staff friendliness, and wait times. The survey can be designed around the concept of the Net Promoter Score, which basically measures the likelihood of referral to a customer’s friend or associate. The Net Promoter Score is a validated predictor of revenue growth. To preview a proprietary application of this unique application, please contact me via email: doug@thedougwilliamsgroup.com. If you are not familiar with the concept of the Net Promoter Score please ask us to send you a complimentary Harvard Business Review reprint about this concept by contacting Ms. Shazmin Bhanji via email: shazmin@thedougwilliamsgroup.com. Survey systems such as those I have described are inexpensive ways to get “realtime” information to help you retain customers and secure referrals. It is unfortunate that most managers view a survey system as a cost rather than an investment that leads to increased revenue. I would point out to those managers that the only asset in any business is satisfied customers. If we are not measuring and working diligently to improve customer satisfaction, we won’t be in business for very long. If you have a question about this month's topic or feedback about Taking Action, please contact me at: doug@thedougwilliamsgroup.com Best personal regards, Doug Williams President The Doug Williams Group, Inc.