QuestionPro explores the results of a research study published in the Harvard Business Review. The study found that simply the act of asking for feedback doubled retention and increased sales - even if the feedback was never acted upon.

1. Double Customer Retention By
Simply Sending a Survey
How to easily run a high ROI
customer satisfaction program

2. More than ever, Feedback is everywhere.
Unsolicited Feedback
Solicited Feedback
Polls
Surveys
Onsite rating
and reviews
Fan sites
Forums
Blogs
Interviews
Focus groups

3. But you must take action
on the feedback, right?
MAYBE NOT.
Consider this study published in the Harvard
Business Review:

4. US Banking Customer Satisfaction Study
Harvard Business Review by Dr. Paul Dholakia and Dr. Vicki Morwitz
1,000 customers
Given a Customer
Satisfaction survey
No further action taken
1,000 customers
Not surveyed
No further action taken
50% less likely to cancel account
3 times more likely to purchase another product
Significantly more profitable

5. More than ever, Feedback is everywhere.
Unsolicited Feedback
Solicited Feedback
• Yelp
• Surveys
• Facebook
• Polls
It’s not aboutOnsite rating and reviews
• ACTING
• Epinions.com
• Interviews
It’s about ASKING
• Angie’s List
• Twitter
• Judy’s Book
• Fan sites
• Blogs
• Forums
• Focus groups

6. The necessary steps to grow sales
and double customer retention:
Create a customer satisfaction survey
Send the survey to your customers
Collect the responses
DO NOTHING

7. Why this works:
• Surveys demonstrate that the company cares
• The survey is a vehicle to interact with the company
• Surveys offer an chance to communicate new products
• “Measurement-induced judgments” asking can create opinions

8. What to ask your
customers?

9. 3 key measurements of customer satisfaction
Overall satisfaction
“Overall how satisfied are you with our company”
Attribute satisfaction
“How satisfied are you with the quality of the service”
Loyalty
“How likely are you to recommend us to a friend?”
(Net Promoter)
“How likely are you to purchase our product again?”

10. 4 mistakes to avoid when writing customer
satisfaction surveys
1. Too many questions
2. Unclear questions: “Are speed and quality important to you?
3. Non-exhaustive answer options, include “other”, “don’t know
4. Requiring every question to be answered

11. Be prepared for anytime, anywhere feedback
Social Networks
Website embed
Mobile surveys
Email
How was your meal?
www.mcdonalds.com/opinions
QR Codes
Short URLs

12. Be sure to measure over time to catch trends:
85%
85%

13. Be sure to measure over time to catch trends:
“85% of our customer are highly satisfied!”
85%
85%

14. Create and send a Customer
Satisfaction survey in under
15 minutes
with

15. Dozens of free
survey templates
Beautiful surveys
Easy customization
Reach your customers anywhere

16. And powerful analysis and reporting tools,
just in case you decide to act on the data.
(We think that would be a good idea)

17. Thank you
(800) 531-0228
sales@questionpro.com
www.questionpro.com