Whether you sell Pest Control services or are a master Plumber, you have customers and those customers want to give you their feedback. It may not always be positive feedback, but it needs to be received and evaluated so you can continue to provide the superior level of service that customers have come to expect of you.
In a prior post we examined email marketing tips for your service business. An email is a perfect and easy way to reach out to customers for feedback. Using software for your service like Pestpac (pestpac.com), to stay on the Pest Control example above, you can export a list on a recurring basis to send out an email to customers. Start off your email with an engaging subject line like "Tell Us About Your Recent Service Experience" or "Tell Us How We Are Doing". Then bring them to a form on your website.
Once they land on the form, we need to attain some level of understanding with the customer.
First, acknowledge that their time is just as important as yours. No one wants to be tied down all day answering questions. Think of what is important to ask them.
- Email Address - This is very powerful as it provides you with a ton of information. For instance, from an email you can usually tell what company they are from and sometimes even their name. Plus, if they want to be contacted later about their experience you can!
- Service Order # / Date of Service - You have lots of customers with lots of jobs. Maybe they do not know the numbers off hand, but at least this way you know the date. This tells you what was performed and what technicians were out in the field at that job site.
Once the basic details are established, you need to get the most out of your customers with the least amount of questions and hassle. It's important you ask the right questions. Let's examine what you can get from the most popular type of questions:
- Multiple Choice / Selection - Use these when you want to find out multiple answers to a single question. for instance, maybe you offer additional services and want to gauge if they have an interest in any of these services.
- Open-Ended Questions It's usually good to ask one of these. It gives the user the chance to speak their mind. Maybe they were excited and want you to know or maybe there was an issue after the job was completed that they just did not have time to call back about.
- Likert Scale - These are the questions where someone says whether they Strongly Agree, Agree, Disagree or Strongly Disagree. Notice I left out "Neutral" or "N/A". It's best to leave those options out if you want an honest assessment. Here you can ask everything from rating the "Professionalism of the Technician" to the "Likeliness that they will use your service again".
It is a good idea to keep the total number of questions to less than 10. this way you increase the possibility of getting your response and it is less data for you to sift through at the end of the day.
Once you have the data you need, be sure to end your Feedback Form asking if the user would like to be contacted. Whether it's good or bad, you have an obligation to make sure all open requests are solved and your Feedback Form becomes an open means of communication.
This can be the opportunity you needed to prevent the loss of an account simply by reading a customer's feedback and acting upon it. A little information can go a long way in growing your service business through increasing customer retention rates!