The philosophy of “don’t ask, don’t tell” doesn’t work in Web hosting … or in any business, for that matter. Not when it comes to finding out what your customers think about you and your services.
Unless you make a point of regularly asking customers what they think of you, they’re not likely to volunteer their opinions. Only if they really hate you will you have no doubt about what they think, and then it’s probably too late to keep them as customers.
The best way to get feedback and suggestions from your accounts is to survey them regularly. It’s an effective means of both finding ways to improve your services and to identify possible problems before they grow out of control.
Here’s an example that illustrates why customer surveys so important:
Imagine you’re checking out a new seafood joint in town. You walk in fully prepared to have a great time, but – by evening’s end – you’ve encountered a lukewarm entrée of shrimp fettuccini, a waiter who was slow to refill drinks, and a bill that’s off by a few bucks. You don’t despise the place, but you’re not much inspired to come back, either. And you probably won’t bother to ask to speak to the manager or fill out a comment card with your complaints. You’ll just disappear as a customer, and the Lobster Hut’s owner will never know why.
On the other hand, imagine the owner drops by your table during the meal and asks how things are going. Given the opportunity, you’re probably more than happy to vent. And if Mr. Lobster Hut listens politely, apologizes and promises to address your concerns – then tears up your bill – you’ll probably be more than willing to give the joint a second chance.
So ask customers what they think. And be ready to recognize your shortcomings, eat a little crow and work to improve yourself, if that’s what people ask of you.
Done effectively, good surveying not only helps you stay on top of your customers’ needs, but gives you an edge over the competition as well. If your last survey generated a few requests for a new service, for instance, and your current questionnaire finds even more interest, you’ve probably identified an add-on that will boost your appeal in the eyes of both existing and prospective customers alike.
What does it take to survey effectively? You can’t just email customers a one-line message asking “What do you think of us?” and call it a survey. To poll your customers for the maximum benefit, you’ve got to:
Know what you want to know. That is, nail down exactly what you’re trying to seek input on, and how you plan to respond based on the answers you receive. If you want to know how friendly and helpful your customer service reps are, for example, be specific: How long have customers been put on hold? Do they receive the answers they need? Have reps always greeted them with a “Hello” and ended with a “Thank you?”
Ask the right questions. “What do you think of us?” might generate some responses, but if the most common answer is, “Not much,” you can’t really use that information to improve. Ask for meaningful input that can lead to meaningful action.
Let your customers speak for themselves. “Choose A, B or C” doesn’t always provide the insights you need. If 50 percent of your customers say your tech support is “Excellent,” but 25 percent choose “Extremely poor,” you won’t know why one out of four people thinks your support stinks. Ask customers to explain their ratings with a followup question like, “If you chose ‘Extremely poor,’ why?”
Don’t just talk the talk. Customers will stop answering your surveys fast if they never see any changes as a result of their comments. Act on suggestions when you can and follow up with customers to let them know just how you’re responding. Even if you can’t make a requested change, it’s a good idea to let people know why. And, of course, whether the feedback is positive or negative, always follow up your surveys with a prompt and sincere “Thank you!”
About the Author: Shirley Siluk Gregory is senior analyst with the ebi Group, an analyst organization that specializes in market research and data resources for Web hosts and other technology companies targeting the small- and medium-sized enterprise (SME) market. Check out the ebi Group’s Website at ebigroup.com or email Shirley at shirley@ebigroup.com.
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