Thanks for the Reminder, Uncle Sam

August 2021

As a business, Twirling Tiger Media is required by law to complete the U.S. Census Bureau Annual Services Report. Sometimes, the U.S. Census Bureau requires businesses to drill deeper via additional surveys, such as this year’s 2021 Annual Business Survey (ABS). The statistics collected by the ABS are used by government program officials, industry organization leaders, economic and social analysts, business entrepreneurs, and domestic and foreign researchers in academia, business and government. Annual results are eventually made available to the public online.

Zipping through the 2021 Annual Business Survey with my responses, one question stood out to me: 

How often does this business monitor customer satisfaction through analysis of complaints, customer satisfaction surveys, focus groups, or other methods? (Select all that apply.)

  • Yearly
  • Quarterly
  • Monthly
  • Weekly
  • Daily
  • Hourly or more frequently
  • Never

I’m sure this question has many of you pausing and reflecting too, especially about your actions in this regard, or lack thereof, since the pandemic began—a period of time that may have rattled the rhythm of your communication efforts with clients or customers. 

Monitoring client or customer satisfaction provides deep insight into the health of your business, which can impact long-term growth. If your client satisfaction efforts have stalled, it may indicate you’ve lost necessary engagement or are overwhelmed, and you are risking your client’s loyalty to your products or services. Jumpstart your efforts to align your company’s goals with the customers you serve, grow sales revenue and gain greater visibility than your competition. 

‘Yearly, quarterly, monthly’ satisfaction monitoring

If you are scheduling a client-satisfaction review annually, quarterly or monthly, you may not be deploying digital apps to track their experience with your products or services, but instead utilizing in-person or remote contact. Here are a few key points to use for these live encounters:

  • Establish an agreeable schedule in advance. 
  • Listen attentively to your client’s concerns and goals.
  • Apologize with empathy when you’ve made an error and acknowledge your client’s frustration. 
  • Gain clarity by asking questions.
  • Offer solutions, not excuses.
  • Stay calm.
  • Take notes.
  • Follow up to be sure any issues are resolved, or how you plan to meet future goals.

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‘Weekly, daily, hourly or more frequently’ satisfaction monitoring

There are countless platforms to automatically collect feedback with customizable client surveys, track customer experience metrics, and drive reviews and referrals all to increase growth. 

For online customer survey tools, TechRadar recommends these top six picks: SurveyMonkey, Typeform, JotForm, AskNicely, Formstack and Google Forms. 

Top six picks TechRadar suggests for collecting, tracking and organizing customer feedback using customer experience (CX) software are Zendesk, Salesforce Service Cloud, Hubspot Service Hub, Adobe Experience Manager, Qualtrics XM and Genesys Cloud.

Collect customer feedback using online form builders recommended by TechRadar such as HubSpot Free Online Form Builder, Gravity Forms, Typeform, WuFoo, Microsoft Forms and Formstack.

‘Never’ satisfaction monitoring

If you can answer “never” on the sample ABS survey, lack of contact regarding your company’s performance can be a major factor in lost business or the growth of business relationships. Get started today by scheduling meetings with your clients or explore using apps to maintain engagement with those you serve.

Regardless of the nature of your business, regaining and maintaining regular contact concerning a client’s satisfaction will please your clients and keep your business relationship on track and growing.

Thank you for reading this.

—Maureen Joyce