Business Resolution #1 for 2019: Fix Your Customer Service! Part Two.

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Hopefully, I have convinced you to find out from your customers about the quality of the customer service provided by your enterprise. I've also, in part one, suggested a survey as the best way to find out what they are really thinking.

The next step is composing survey questions that will elicit honest feedback. There are companies that will charge you tens of thousands to do this. They suggest phrasing that is unique to your specific business. In some cases, that has great value. But, most of the time, you can achieve what you wish with the following...

Assume you are a physician (adapt this to your industry). Here are the questions I would ask:

  • Thinking about all of the medical (physician, dentist, hospital, etc.) offices you visit, how do     you like visiting ours compared to the others (circle one)?

Then array numbers like this:

                       -2          -1           0        +1          +2
                                 Hate It!                            It's okay.                     Love It!
  • What is the worst aspect of our customer service?
[leave a blank space for them to write their response]

  • What are two things we could do to make your visits more enjoyable?
[explain that this might include better magazines, friendlier greeting, more comfortable chairs, free Diet Coke or whatever else they might think of; leave a large blank space]

At the bottom, tell them not to sign their name and that the money is a small token of appreciation for their valuable time and opinions. 


Hold the thing together with a paper clip. On top should be the $2 bill, then the pre-addressed stamped envelope and then the one-page survey. Then, send the surveys out and be prepared to receive some surprising responses. 

I'll explain what to do with those responses tomorrow.


MSE Creative Consulting is a company dedicated to cultivating businesses and business leaders that achieve outstanding results for their creators and stakeholders. Turn to this blog for interesting content on a wide variety of topics. 

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