The Value of Third-Party Customer Satisfaction Surveying
When was the last time you left a review?
If you answered, ‘not recently,’ don’t worry, you’re not alone. When it comes to providing honest and detailed customer feedback, very few people do so without any kind of prompting - unless their experience with 'X' product, service, etc. was exceptionally great, or utterly horrible.
And although extremely positive or negative feedback is always helpful, it doesn’t normally happen very often, or accurately represent how the vast majority of customers really feel.
So we wanted to bring in an expert on the topic, which brought us to our friends at GuildQuality who provided this article. Let's dive in...
Quiet doesn’t (always) equal happy
It’s easy to assume that quiet customers are happy customers, and in a perfect world, that might be true.
Unfortunately, it’s not a perfect world, which means there are many customers out there who haven’t shared their concerns or suggestions, despite having them. This means many more business owners and their employees aren’t seeing their company through customers’ eyes, and are therefore missing out on opportunities for resolution and improvement.
Fortunately, third-party customer satisfaction surveying makes it easy for businesses to receive candid and honest feedback from the majority of their customers. As a result, they're able to better understand their strengths and weaknesses, and address issues that would have otherwise remained unknown and unresolved.
But don’t take our word for it. Just recently, we asked a number of GuildQuality members if they’ve ever been surprised by a customer’s survey response. Nearly 80% of respondents (out of 260) said ‘Yes.’
“I’ve been surprised multiple times. Mostly by homeowners who were unhappy with something, but didn’t contact the office [during the process] and instead kept it to themselves. [Their survey] allowed us to reach out to them to attempt to resolve the issue, which at the very least, made it clear that we cared about their opinions. As a result, we’ve been able to change their perspective and turn a negative into a positive.” - Kristine Pierce, Garman Builders.
The value of third-party surveying
Even for those whose customers' responses haven't surprised them, they still argue that third-party customer satisfaction surveying is crucial to the success of their business.
“I believe our customers are more apt to complete surveys coming from a third-party rather than those sent directly from the business. And, the more of our customers who respond to our surveys, the more we’re able to better ourselves.” - Timothy O’Brien, Ashton Woods Homes
As you can see, not only does third-party surveying give businesses a much deeper level of understanding about the needs and expectations of their customers, it also provides them with the tools they need to measure, track, and promote their success.
“Customer service is the core of our company. If we aren't successfully tracking the experiences of the majority of our customers, then we aren't getting a true measure of how we are doing. GuildQuality gives us the time we need to focus more on the experience of the customer and provides a simpler way for our customers to provide honest feedback.” - Brittany Newman, Dan Ryan Builders
In short, relying on a third-party to survey your customers, rather than doing it yourself, is an absolute win-win. Not only will you have a better understanding of your strengths and weaknesses, you’ll be able to continuously improve your business and strengthen your brand.
Want to experience the benefits of third-party surveying first-hand? Sign up for a free trial with GuildQuality, today. We'll survey 20 of your customers and send you their responses in real-time.