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How ya doing?
To find out, ask your clients.
by Jane B. Author It’s hard to improve your service to clients if you don’t know what they think of you. You can uncover your shortcomings–and identify your strengths–with the help of customer-satisfaction surveys.
Getting feedback from clients can range from a simple question asked at an appropriate time to a lengthy survey. Some agents rely on questionnaires sent out by their brokerage, while others hire a firm to handle this function.
Another option is to create and manage your own customer-satisfaction program. It’s worthwhile to research how you will measure clients’ opinions of your service. Factors like how you word a question and what medium you use to solicit responses can impact the results. In addition to asking questions in person and sending surveys by mail, there are several Web-based survey services. These sites give you options to design the kind of survey you want and make it easy to view results. Most of these companies charge a subscription fee, but some offer free surveys for a limited version of their survey tools. For example, SurveyMonkey.com gives users the ability to create surveys with 10 questions and allows 100 responses per survey. Zoomerang.com limits its free version to 10 respondents and 10 days.
One key to survey success is getting people to take the survey. You may increase responses by telling clients–in person or in a note included with a paper or e-mail survey–how important it is that you get their opinions on your service. Another way to boost response rates is to give people the option to respond anonymously. While this may encourage some people, others may want to identify themselves and receive a response from you. However you choose to design and deliver your survey, you won’t get anything out of it unless you look for patterns in the responses and take action to improve your skills for those you serve.
Photo © Creatas.
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