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WRITING A CUSTOMER SURVEY





1.

Writing the right kind of questions for your customer survey is absolutely critical. Otherwise, the information you gather will be meaningless and useless. Anyone can ask questions, but making sure that yours are clear, unambiguous, easily understood, and easy to answer takes a special effort. Here are a few tips on how to do that and some examples of what can go wrong.

Prepare the questions covering the following areas:

- pricing of products and services;

- commitment to quality products and services;

- likelihood of customers making future purchases;

- delivering products damage free;

- delivering products on-time;

- variety of brands and products offered;

- having any experience with the Customer Service.

Focus on one thing at a time. If you want to know about your customers' buying preferences for jeans, sweat shirts, and chinos, make sure that you ask about each of these things in separate questions. For example, "Have you ever bought our jeans?" "Have you ever bought our sweat shirts?" and "Have you ever bought our chinos?" are three good questions because you will find out which of these items your customer has bought. The question, "Have you ever bought our jeans, sweat shirts or chinos?" is not as effective, because the answer won't tell you which item was bought.

A related issue is that you might think a question zeroes in on one area, while in fact the structure of the question opens multiple areas and answers. These are called embedded questions. For example, you might consider the question, "Is our staff friendly and courteous?" focuses on customer service, but in fact this question targets two areas: friendliness and courtesy. If a customer answers, "Yes," how will you know whether the customer thinks your staff is friendly or if they are courteous? Or more friendly than courteous, or vice versa? Moreover, even if you don't need to differentiate between the two, the customer might be confused by the mixed nature of the question.



Avoid abstract questions. For example, your customers probably will not know how to answer the question, "Do you think that our managers feel that customers should be respected?" They won't be able to tell you what your managers feel. A better way to phrase this question might be, "Do you feel respected by our managers?" This question emphasizes the customer's experience.

Along the same lines, make sure to avoid ambiguous terms such as "often," "usually," or "normally." These terms mean different things to different people. To get the most useful information from your customers, use quantitative terms such as "50 percent of the time."

Use simple language. Avoid acronyms, technical terms, and jargon that only certain people can understand, or define them when you use them. The question "Would you prefer regular or JIT delivery?" can only be answered by someone who knows what JIT stands for.

Once you have written your questions, give them to a friend or a colleague and ask which seem problematic. Your questions always make sense to you because you knew what you meant when you wrote them. Another person can point out things that escaped your attention. Now you're ready to take your survey live.

2.

Writing a satisfaction survey can be tricky, but it's of paramount importance to your business or organizatin to understand how satisfied customers are with your service. Here are a few tips for writing a customer satisfaction survey.

· Start with the end in mind. Make sure you understand why you're writing and creating a customer survey and what you're going to do with the results. How are you going to change your processes as a result of these customer satisfaction survey results?

· Do not be biased in your question writing. Don't assume that customers love your products or hate your products. Try to gather satisfaction information without leading the customers either way.



· Gather demographic information within your customer survey to help segment your data during the analysis. You can easily gather zip code or state information, for example, so you can see if only Californians are happy with your service.

· Open ended questions (text boxes) are crucial for understanding the satisfaction of customers. For instance, if customers are unhappy with a particular aspect of your service or product, you can ask them to expand on why they are unhappy. Be aware that too many open ended questions can wear down a participant and lead to skipped answers (or worse, incomplete surveys) - it's a delicate balance.

· Make sure you are using vocabulary that your customers understand. Don't get caught up using company-only vernacular or acronyms. Be clear so everyone can understand your customer satisfaction questions. In fact, it often makes sense to "test-drive" a survey with some customers before you launch it to the entire survey participant population.

http://www.advancedsurvey.com/articles/writing_a_customer_survey.asp

V.

USEFUL BUSINESS ENGLISH PHRASES

1.

Business English: Running a Meeting

The following phrases are used to conduct a meeting. These phrases are useful if you are called on to conduct a meeting.

Opening

Good morning/afternoon, everyone.

If we are all here, let's get started / start the meeting / start.

 








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