Traditional industry statistics indicate that 80% of your business is coming from 20% of your customers. And, most businesses, regardless of technical sophistication, do not really know who those 20% are or their level of satisfaction.
Periodic surveys of your customer base will provide you and your staff with the customers’ perceptions, where potential “ouches” may exist in your service levels, what would enhance their relationship with you and where you may be able to find more customers like them. It also provides a great way to educate your customers about new products/services or solicit new ideas.
Word of mouth marketing remains the best way to get new customers. Do you know if your customers are helping or hindering this voice? Your understanding of your business may not equal your customers.
HBR will design an online survey covering both your critical issues and industry related issues. A summary of the results with a ranking of priority considerations will be provided.