Though designed to enhance customer experiences, post-service customer surveys might actually harm a businessâ€™s relationships with consumers, reports Futurity.org.
Companies that use immediate follow-up customer surveys or multiple follow-up surveys may open themselves to negative consequences, a new study finds.
Customers who were satisfied with the specific service they received may jump to the conclusion that the service was comprehensive so they donâ€™t need to return in the near future for other services.
The findings are important to service-oriented businesses, because the industry typically uses a significant amount of their marketing-research budget on customer-satisfaction surveys, that collect data on customers, such as types of service used, name, e-mail, phone, address, and customer history.
To combat the delay of repeat business that surveys create, Dholakia says, companies should consider offering their customers an attractive coupon redeemable only within a certain period, or free services on the next post-survey visit, to stimulate customers to come back sooner.
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