While the popular idiom “no news is good news” suggests that not hearing anything often means nothing bad has happened, the same does not necessarily hold true with customer feedback.
Tony Bass, CEO of Tony Bass Consulting, is a huge proponent of utilizing customer satisfaction surveys to receive feedback and stresses their importance to his clients.
“If you’re not using surveys, start now,” he says. “You’re at a disadvantage if you’re not using surveys.”
According to Bass, there are three reasons feedback is important. The first is to know when you’ve made a mistake. If so, address it with your staff and correct the issue. Second is to know when you’ve done something right. Use that information to reinforce positive outcomes with the staff. The third reason is to improve marketing. There are few things as effective as client testimonials or case studies, he says. Both can go a long way in improving your image with current and prospective clients.
Patrick Feehan, a partner at Professional Snow Management in Carle Place, N.Y., saw the importance of customer satisfaction surveys while working for another contractor – who didn’t necessarily share that view – and has carried that personal philosophy over to his new company.
“Sending a satisfaction survey to existing customers demonstrates that you are concerned with what they think of you as their snow management provider,” Feehan says.
“The owner did not feel it was important,” he adds. “In my new company, I will use the survey at least once during the season and a follow up after the season has ended. I feel very strongly that this is a tool to improve your service to existing customers and can be used as a selling point in attracting new customers.”
He uses the feedback to enhance the overall operation by reviewing the results with the individual who was working that particular stop. A bonus may be paid to an employee or subcontractor who received high marks from the customer and the entire staff is informed of the praise.
Rob Keleghan, owner of Key Exterior General Contracting in Chicago, has been using a customer satisfaction survey for five years.
“It gives you valuable feedback on how you are perceived in the customer’s eyes,” Keleghan says. “I send them out after the first couple events, after a larger event, a mid-season review, and an end-of-the-season review.
“You also get more interaction with your customers and build the loyalty and rapport that is so important to renewals,” he adds. Bass knows a contractor looking for valuable information has to make it easy on his clients to provide feedback. Start by making the customer survey brief.
“Lengthy surveys will disappoint you,” Bass says. And use one or more systems for routinely surveying customers.
Perhaps the most successful survey he’s experienced happens in conjunction with the billing cycle. According to Bass, customers are never quite as willing to provide feedback as they are when writing checks and paying bills. By including a return envelope with three boxes to check on the back, a contractor is providing an easy form of communication for the customer at a low cost for the contractor.
As an example, customers can check one of the following boxes:
- I’m pleased with my service;
- I’m not pleased, please call me; or
- Please contact me about a special service or concern
“It’ll be the last thing they see as they’re licking the envelope,” Bass says.
A questionnaire is another option, according to Bass. This form of survey can provide more precise feedback, but is a little harder to get than the back of the envelope because it requires more time and effort from the client.
Keep the questionnaire short - with no more than five questions, such as:
- What do you like about our service?
- What do you not like about our service?
- What would you tell your friends about us?
- Would you be willing to recommend us to a friend, family member or business associate?
- What would you say about the people who’ve worked on your property?
If you prefer the questionnaire over the boxes on a return envelope, how will you get those questions to your customer? Keleghan says e-mail, fax or delivering it in person works best in his market, while Feehan uses an if-then method and echoes Bass’ belief in brevity.
Key questions Snow fighter Pat Feehan offered some general questions, but believes – based on the responses he is receiving over time – his surveys can be tailored to address the myriad issues each of his customers see as priorities. What works for one client, may not work for another. Some of his questions include:
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“The most successful way I have found is to keep the questionnaire brief and leave a space for their comments,” Feehan says. “Initially it’s sent either by e-mail or direct mail. If you do not receive a response, then a follow-up phone call is made.”
Questionnaires going out via e-mails and faxes are tried-and-true methods of communication, but there has to be more advanced technology available, right? There is, but a large part of the industry is slow to adapt, Bass says.
Contractors often mismanage the new technology available to them that enables them to improve their customer service skills.
“People are so busy with the day-to-day, they’re not adapting to the changing face of technology,” Bass says.
Look no further than online tools such as surveymonkey.com or proprofs.com for assistance. These websites allow a contractor to design a survey or choose from a pre-made template, determine a method of distribution, collect responses and analyze the data for insights into customers’ wants and needs.
A contractor can even send a survey while creating an opportunity for educating the client. Ask the client to rank the 10 most common snow accidents.
With the use of websites and regular surveys, contractors are able to build an invaluable customer satisfaction index that looks at scores over time. Bass suggests a contractor provide questions to clients and have them score from 1-5, with (1) being poor and (5) being excellent. Common topics include:
- Crews work quickly and efficiently
- Crews had the right tools
- My invoice was accurate
- My phone calls were answered quickly
- My phone calls were returned quickly
- I am pleased with my service
- I would refer you to a friend, family member or business associate
Bass is a strong proponent of contractors developing a quarterly company newsletter, though he prefers monthly distribution. It’ll better prepare your business to service clients, he says.
If monthly surveys are too much to take on at first, surely a contractor can ensure clients are receiving something once or twice a year. For Keleghan, satisfaction surveys are geared toward the best chance at securing renewals.
“Mid-season and end-of-season reviews are the most important to get a renewal for the next season,” he says, noting that spring can bring competition for client attention. “End of season before they are inundated with landscaping and parking lot striping quotes.”
Feehan generally looks at the end of his season to send out surveys, but says there is value in sending one out following a major snow event, as well.
As for the off-season, Feehan says: “It can be sent with a proposal to new customers to demonstrate you are committed to providing a high level of service.”
Sending off-season surveys may be fine for the bulk of your client list, but Bass believes a contractor should target his top-five clients and make a point of meeting face to face, citing Pareto’s Principle. Vilfredo Pareto was an Italian economist who noted that 80 percent of the wealth belonged to 20 percent of the population. The same holds true for businesses – approximately 80 percent of your revenue comes from 20 percent of your customers.
According to Bass, take note of all things these select clients have to say and gear your conversation around these three questions:
- Why did you choose our company?
- What do you like about our company?
- What do we need to improve upon?
Bass refers to the process of garnering valuable information as the Customer Feedback Loop – We’ve done our job, now let us know how we did. What went right? What went wrong? What could we do better?
Whether the response is positive or negative, Feehan stresses the importance of getting back to the customer and reviewing their results, so the customer knows this is a tool that will improve service in the future.
Employees need to know what they can improve upon, too, but don’t underestimate the power of positive feedback on retention and company morale, which can create company culture based on respect and appreciation, according to Bass.
By getting positive results out of negative feedback or building upon customer satisfaction, a contractor is enhancing his opportunity at success.
Rob Thomas is a Cleveland-based freelance writer and frequent Snow Magazine contributor.
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