Customer surveys and how to do them
When was the last time you completed a customer satisfaction survey? In the busy-ness of private practice it is easy to forget the step of capturing our client’s thoughts, concerns and suggestions. Although the feedback may not always be perfect, this information is critical for business owners who have a commitment to constant improvement, growth and exceeding customer expectations. Let’s look at ways to gather client feedback and how to use it in your private practice.
The magic happens when you have the best possible questions to ask. This is where art and science meet; Some reading will be required to craft powerful questions that aren’t intimidating and generate useful information. Questions may include their experience of your admin team, the facilities, their child’s therapist and how goals were met, the effectiveness of communications and the likelihood of them recommending your business to others. Additional questions are required to uncover their general suggestions and pinpoint gaps in services you offer.
Survey Monkey is a great option for client satisfaction and suggestions surveys. From recall, if you have under ten questions it is free to use. The analysis at this freebie level is adequate for getting started with. It provides several options for questions structure, remember the more quantitative data the better so limit the open-ended free text questions.
Many of you will have heard about the NPS. Net Promoter Score. It is industry agnostic so applicable to allied health; there are lots to read about it online. This is a powerful standardized tool for identifying the percentage of customers that actively promote your business to others. Responses are graded into the percentage of promoters, passives and detractors and calculations done to average results, so your NPS is generated quickly and easily online. Survey Monkey have a NPS template available for use.
Cliniq Apps is an Australian company who have built an application that enables workflow automation for Coreplus, Cliniko and AthenaHealth users. Amidst its wonderful features is the ability to track patients’ satisfaction. In speaking with the Cliniq Apps crew the patient satisfaction tracker uses the Net Promoter Score format. You decide when the SMS is sent and who to; Cliniq Apps send, calculates and reports the score back to you. My coaching clients who are using it are loving it.
Measure and manage your client’s satisfaction. Whether your customer feedback process is based on the NPS or a list of questions you have generated, the value sits in it being a planned and regular business activity. Strategically sending the survey quarterly, six monthly or annually should be part of your business plan. Ideally, it should be an automated activity with the results arriving in your inbox. As the business owner, it is then up to you to review and implement the necessary changes to progress your services.