Awhile back, I did a webinar for the National Association of Realtors’ Learning Library on “Getting to Yes”. During this webinar, I asked the attendees questions to see how well they are communicating to establish trust. One of the questions I asked during this webinar was:
Do you use a written customer satisfaction survey after closing? The choices for answers were:
Yes, and I survey once or more during the sales process
Should You Care What they Think?
About three quarters of the respondents never or only sometimes used a customer satisfaction survey after closing. On the other side of the tracks, five percent used a survey once or more during the sales process.
Only about a quarter of the agents surveyed after the sale consistently, used the customer survey tool to gauge customer satisfaction levels, to make changes as needed—and create long-term loyalty.
Our Industry is Far Behind in Customer Service
Every time you go into a restaurant, you get surveyed. Every time you take your car in to get it serviced, you get surveyed. I’ll bet you can think of a myriad of other services and products that survey. Yet, our industry has lagged decades behind others in caring about—and responding to consumer needs. In fact, the California Association of Realtors’ 2009 survey on overall satisfaction with agent used showed that a whopping 4% of clients were satisfied!!!! (See the graph below:) That may be because of the time frame, too. That was during the recession, and it was difficult to make clients happy! Yet, even if clients are twice as happy now, that’s still a low survey satisfaction rate.
Your Customer Survey Form is a Click Away
There are so many benefits to using customer surveys:
- You find out how you did
- You find out what you need to improve on
- You have an opportunity to ‘fix it fast’ and get them back
- You get glowing testimonials
- You build a ‘tribe’ of committed long-term clients