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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: |
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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.
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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. To view a sample survey results report, click here.
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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.
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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.
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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.
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The Doug Williams Group is a results-oriented
professional services firm that specializes in all aspects of performance improvement. Serving all industries, the firm helps
its clients improve customer satisfaction, improve
employee satisfaction, and increase profitability.
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