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If you’re really into technology, you can use an online service like Survey Monkey (surveymonkey.com) or Constant Contact Surveys (get a 60-day free trial at www.conta.cc/trysurveys) to gather and tally survey results. But you may find it more work to set-up and use once you see how easy my manual method is.
To tally your results manually, put everyone with a score of 4 and over in one stack. We’ll call them “Promoters”. Then take everyone with a score of 3 and under in another stack. We’ll call them “Advisors”.
Now count your stacks. The more people in your “Promoters” stack than your “Advisors” stack, the better job you’re doing. (But don’t get too confident, there’s always room for improvement!)
Next, thumb through both stacks to see what advice you get in question #2, paying special attention to your “Advisors” cards. Make notes on improvements you agree you need to make and highlight issues you hear from more than one customer.
One warning: a few customers may be very negative. Try to let it roll off your back. There will always be one to two. Chalk it up to human nature and move on.
Finally, now that it feels like you’re doing a terrible job, go back through all the cards one last time and read the response to question #1. Pat yourself on the back and celebrate. Then wake up the next morning and start on your list of improvements.
Take this quick survey every year. It can keep you in touch with customer satisfaction, improve your business -- and stop you from worrying about what customers are saying behind your back.
August 3, 2011: MDN Weekly Sales Tip
Ask the right questions, then shut up to hear the right answers
One day, two lumberjacks competed in a log-cutting contest. One man was young and the other considerably older.