Bristol, United Kingdom (PressExposure) March 02, 2009 -- The research reveals that many business owners donât ask their customers for feedback or adequately measure customer satisfaction. As a result, they are missing out on valuable information that could improve their firm.
According to Shape the Future, only 70 per cent of firms monitor customer satisfaction at all. Of those firms that do monitor customer satisfaction, 56 per cent use only basic and informal techniques.
âBusinesses think that customers will come back to them with problems, but in reality they will just walk down the high street to the nearest competitor,â says Peter Martin, managing director of Shape the Future.
Marketing experts say that measuring customer satisfaction is vital. âPeople appreciate having their opinions solicited as it makes them feel valued,â says Edwina Hughes, founder of business consultancy Eddy & Co Ltd and expert adviser on the small business marketing advice website, Marketing Donut. âYou need to make sure you are constantly meeting, and hopefully exceeding, their expectations by communicating with them.â
Hughes advises that businesses set up a customer survey with open questions to get maximum information.
âSome businesses give out customer surveys where you have to tick boxes,â she says. âHowever, to get the most useful information, a business should be asking open questions such as âwhat aspects of our service are particularly important to you, and what aspects could be better?â
âIf you are a small business, 50 per cent of your turnover might be with one client, and if you annoy that client you will be in trouble,â adds Hughes. âYou need to make sure you are constantly meeting, and hopefully exceeding, their expectations by communicating with them.â
Further information: Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/ Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/ Read more about the Shape the Future survey at [http://www.shape-the-future.com/UK-businesses-not-monitoring-customer-satisfaction.asp]