Posted on Jun 15th 2015 under Customer Loyalty
How satisfied are customers with your limousine company? And how do you know? Prudent owners and operators of limo businesses know that they cannot make assumptions about how happy each of their customers are.
It's also no good to simply assume that if no one is complaining, then everything must be great. Some signals that things are not working according to plan include a drop in repeat business and fewer referrals (or zero referrals over a lengthy period). The data in your customer relationship management system will eventually clue you in that customers are leaving, but why wait to detect such patterns when you can focus on improving customer service through customer satisfaction surveys?
What is Customer Satisfaction?
Customer satisfaction involves how well customers regard your limousine company. Are they happy with the prices they are paying? Do they find your sales team to be friendly and informative? Do they like the way your chauffeurs treat them, from the initial greeting to helping them with bags at their destination?
Customer satisfaction is all in the mind of the customer: According to the Small Business Association, "Customer service is, after all, about meeting the needs and expectations of the customer as defined by the customer."
They might be casual users who find you acceptable for booking last-minute rides to the airport or highly devoted fans who cannot sing your praises highly enough about the work you did in setting up a commuter shuttle service, for example. However, whether they are newcomers or long-standing customers, you need to give them equal attention to ensure their satisfaction.
How to Track Customer Satisfaction
You can ask people how satisfied they are in a random fashion, such as by phone calls or surveys. It's best to take a systematic approach and set up a customer satisfaction survey that addresses any issues your customers might be having with you and your team.
Why Customer Satisfaction is Important
To begin with, you do not enjoy monopoly status when it comes to delivering ground transportation services. If you fail to meet the needs of your customers, you can count on them leaving in droves, taking their business to one of your local competitors.
What's more, when customers find service is lacking, they will take to the Internet and let their online friends know about the problems they've experienced. Before it gets to that level, you can start improving conditions thanks to feedback you get from customer satisfaction surveys.
The Perfect Customer Satisfaction Survey
Ideally, your customer satisfaction survey will be short enough to encourage customers to fill it out while being long enough to help you gather the significant information and feedback you require to keep your business running on all cylinders. No two customer satisfaction surveys will be alike because each company has different concerns, service area issues and other unique factors to address.
Make sure each question you ask will help you determine areas where you need to improve and which aspects of your business are functioning properly. For example, you might be doing a great job in maintaining the friendly approach your customer service reps are delivering, but have seen a couple of instances where a driver was slightly late and inconvenienced a VIP.
It's a good idea to consult with marketing professionals to help you determine the best questions to ask in your customer satisfaction survey, as well as how many questions to ask. Using a third party to monitor and keep track of customer satisfaction on a regular basis will be invaluable in terms of the good data you can amass and what you can do with it to improve your operations going forward.
Each senior member of the marketing team at DriveProfit Limo has more than two decades of experience in assisting companies with their limousine marketing campaigns. In an industry that is so dependent on providing consistently high levels of customer service, it pays to keep track of the level of satisfaction you deliver. For more information on using customer satisfaction surveys for your limousine business, please contact the experts at DriveProfit today at 203.426.7780 or email us at email@example.com.