These days, getting a follow-up survey from a business like an auto dealer’s service department, a bank or even a doctor’s office has become commonplace. I used to just delete those emails, but now I usually complete them, particularly if I’m offered a discount or incentive for my next service as a thank you for submitting the survey.
Finding out what customers think about a dealership has never been more important for retention. Today, customers who aren’t satisfied often don’t complain; they just disappear. So asking what they think in an online survey is good business to head off such consequences.
Moreover, surveys doesn’t have to be complicated. Here are some expert tips:
1. Less is more. Keep surveys short and to the point. If customers can’t finish the survey in less than five minutes — promise them up front it will only take that time — your survey is too long and will likely trigger the delete key.
2. Keep it simple. Each question should be about one specific point, preferably with limited answers. “Did our technician clearly explain what was going to be done? Very clear, Not very clear, Did not explain.”
3. Do not lead the customers. Questions like this won’t get it done: “Was your experience with our sales team satisfactory?” Be more specific: “Did our sales team make doing your paperwork easy?” After all, the point of the survey is to get the customer’s honest opinion.
4. Mix up the answers if using a multiple choice format. Why? Studies show customers tend to select the first answer. For example, “How did you first hear about us?” If “radio” is first on the list, it will likely get the most responses, even though you may never advertise on radio.
5. Give customers an opportunity to select from a sliding scale. Rather than making them pick a categorical “yes” or “no,” allow them to indicate a level such as “very satisfied” or “somewhat satisfied” or “somewhat dissatisfied” or “very dissatisfied.” This can be more informative and get them to be more responsive. And there are often extenuating circumstances to a customer’s reaction, so it’s important to explore where they’re coming from.
For clarity, some questions should include a field for the customer to explain or comment further on their answer. When someone is dissatisfied, we need to know why, and if unhappy customers take the survey, they’ll likely reveal details in the comment boxes provided. There is also a possibility the customers will offer suggestions that are worth serious consideration.
We know not because we just don’t ask. I must be paraphrasing someone here, but I suspect many dealers don’t actively seek customer input out of fear that it will provide a platform for complaints. For successful businesses, there’s a need to know what customers are thinking, and surveys are an easy way to find out.
Moreover, there are online resources that offer free tools and suggestions for creating digital surveys.
Surveys can give dealers actionable insights and fresh customer perspectives. And don’t forget to provide an incentive for taking the survey so the customer will come back. A win, win!
