Businesses always have a need to know how they are stacking when it comes to the expectations of their customers. This is often accomplished using one of two surveys: a transactional survey or a relationship survey. A transactional survey delivers feedback to a business regarding a particular transaction while a relationship survey is based on observations of the entire relationship between a business and a person.
Appropriate Uses of Transactional Surveys
For the best gauge of customer satisfaction, transactional surveys should be used after a transaction that is infrequent as well as as one that is somewhat complex. Some examples of events that warrant this type of survey include the purchase of a big-ticket item like a home, boat or auto, an interaction with a help desk of a major corporation or after a sale at a retail business. Because you are trying to measure the customer’s experience with a transaction – as opposed to their overall experience with your company – time is of the essence when it comes to transactional surveys.
Strike While the Iron is Hot
Your best bet is to present the survey to your customer as soon after the transaction has ended as possible – or even before they begin the encounter with your company. When calling your help desk, for example, setting up the opportunity from the beginning for callers to answer some short survey questions gives you the opportunity to get valid feedback immediately after the interaction. The option to opt-out of such a survey is built in. Your bank might email a customer who has just closed on their house to congratulation them. An invitation to share their thoughts on the customer service they received could be included. A simple link could take them to a short survey that provides pre-filled answers as well as the opportunity for them to elaborate as well as valuable locator information that allows you to track the interaction.
What You Can Learn
A transactional survey provides you with a wealth of information that you can then use to improve your customers’ experience the next time they interact with you. Seeking out ways that your customers think you can improve allows you to customize and focus your resources on those items that are most valued by them. This type of survey also gives you the opportunity to connect with those customers who might have had a less than stellar experience and provide them with the details of what you will do to make the situation right.
Evaluating the Results
In many cases, the feedback you get from a transactional survey is not cut and dried, making it difficult to interpret. At Quality Solutions, we help you identify instances where poor customer service was delivered as well as develop actionable solutions that allow you to effectively address these shortcomings. By following up with those customers who might not return or who might be at risk of other undesirable behaviors, we can help you address their concerns from start to finish until a valid solution is found.