Although December and New Year’s resolutions may already seem far away, it’s still early in the year, and a good time to pause and assess 2015 goals. In a continually competitive business climate, resolving to build customer loyalty in 2015 is a sound strategy for ensuring recompete wins and building past performance that helps to win new business.
In addition to providing exceptional service and being a trusted advisor to your clients, using a third party to conduct customer satisfaction research is an essential part of building customer trust and loyalty. A customer satisfaction research program helps you understand your strengths and weaknesses, so you can focus improvements on specific areas that will have the most measurable impact on customer loyalty, retention and growth.
Here are three key steps to building a customer satisfaction program in 2015:
- Engage an independent third party research firm to develop an unbiased survey and ensure you receive unvarnished feedback. An experienced provider will gather client feedback about performance, quality, your staff and willingness to recommend you and do business again.
- Share the high-level results with your employees and clients. Along with the results, make sure you include steps you will take to improve. This reinforces your dedication to ensuring clients’ satisfaction.
- Notify your customers that you have contracted with a third party research firm and you are dedicated to the process. This will help boost the response rate because customers are more likely to take the survey if they hear about it from you, and more likely to speak candidly to a neutral third party.
The responses will not only help you gauge how well you have performed with your customers, they will help you better understand your customers’ needs so you can tailor your services to meet those expectations.
To learn more, check out the Market Connections white paper, “Customer Satisfaction Research Drives Success for Winning Contractors,” for more insights into how these types of actionable insights can help you win more recompetes, increase competitiveness and achieve growth this year.