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?
- What are two things we could do to make your visits more enjoyable?
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.
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