An useful tool to measure customer satisfaction is survey, usually with closed answers, that allows us to evaluate our services and their perceived quality: following the answers we can get what we must work about and what are our winning strategies, from this we can understand the direction we must go. Surveys are also a way to communicate with our customers and this allows us to keep a live relationship with them, then it’s a retaining customer tool.

Always more surveys are done through automatic processes: todays it’s enough to send an e-mail, including a link to the webpage of the survey, and get the answers fastly and precisely. It’s possible that such operations are managed by a remote server or directly by a software installed on our computer, there are also free solutions that can be found searching Google by survey software.

Surveys are to be done timely: it is useless to ask a customer for a survey after a long time from the last buying because doesn’t remember anymore and so the answers given will be confused, therefore we will act promptly in submitting a survey to the customers that have bought from us. The questions we ask can be about customer’s satisfaction, loyalt and propension to recommend our products and services to others.

How often should be made surveys ? It depends from the frquency with we are in touch with our customers: if we sell cars then the frequency can be yearly since such buying occurs rarely while if we are continuously in touch with our customers then our surveys can happen several times by year though not so often to bother. The datas we get are useful to understand the warmness of our customer and to act accordingly.

What kind of questions we should ask ? We have seen that questions are about satisfaction and loyalty and that are the things we are interested, the most of questions will be closed but at the same time some will be open so we can get thoughts and impressions of our customers regarding the quality of our service.

Since customer’s satisfaction is connected to our service and that is affected by other people as our employees, our collaborators and our merchants then will be useful to ask them for surveys too: their answers will give us understanding about what we have to improve and what we are doing right. Definitely let’s use surveys since they give us those precious informations that can help us to avoid those errors that otherwise we will keep to do.

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