This document outlines 13 steps for conducting successful customer surveys. It recommends using verbal surveys over written ones for more accurate feedback. The key question to ask is "Would you recommend our business to a friend, colleague or business?". The document then lists questions about current survey practices, software use, follow-up processes, responsibilities, data storage, training, and communication. The goal is to make surveys an ongoing campaign and incorporate feedback into improvements.
2. Customer Surveys Two Types: Written: Not as easy to interpret Verbal: Much more accurate Key Resource: www.netpromoter.com The Ultimate Question: “Would you recommend our business to a friend, colleague or business?”
3. Customer Surveys 1: Do you currently do surveys? What is the format, response rate and follow-up process?
4. Customer Surveys 2. Do you use a survey system that is software based? 3. Do you have the proper amount of questions, and are you asking “The Ultimate Question” “Would you recommend our company to a friend, colleague or other business?”
5. Customer Surveys 4. Do you have a proper “5 Step Follow-Up Question” process in place? 5. What is the frequency of surveys, and what is the reasoning behind this?
6. Customer Surveys 6. Who at your dealership is responsible for the collecting, analyzing and follow-up? 7. Who at your dealership is responsible for the follow-up action items, and making sure the processes that are identified as being deficient are incorporated into your dealership?
7. Customer Surveys 8. What is the plan to make this a part of an ongoing, never-ending campaign? 9. What tools and programs are available to make this easy to use and manage?
8. Customer Surveys 10. Who is responsible, at the top level, of making sure that ALL managers and employees stay on task with this effort? 11. Are you storing the “solution” that you come up with, the detail, for follow-up marketing and promotional efforts?
9. Customer Surveys 12. Is the resulting solution and protocol that is developed being incorporated into an HR training manual for the future? 13. Are the steps mapped out, at each branch, and are there communication mediums in place to make sure all employees are informed of the changes, why they are needed, and how they will be communicated to the customers?
