Signature recently completed our 2015 annual client survey. Getting our survey results is much like it was for me back in college, when I knew my exam had been graded. I was excited. I was nervous. How did I do? Based upon the exam results, what did I need to do now?
Be careful what you ask for in your customer surveys, because you may get some actionable data. Of course, this is exactly what we were hoping for when we sent our customer surveys, and our customers did not disappoint.
A few years back, I became responsible for overseeing customer satisfaction surveys in our company. I was excited to jump in and figure out a way to ensure our company strategy was in alignment with our customer’s needs.
Prior to 2012, Signature engaged an outside company to administer the surveys. Since we only sent out surveys once a year, we thought we needed to get as much information as possible from our customers. Sounds good in theory, right?