Customer Feedback Survey Kit

Ask customers what they think, make sense of the answers, and act on them: tested questions, three ready surveys, a comment card and a one-page summary sheet to track results month by month.

Who it is for

• Owners of shops, clinics, restaurants, trades, offices and suppliers

• Managers and supervisors who look after customer service

• Team leads asked to "find out what customers think" with no survey experience

• Training and quality staff who need simple feedback tools for a small team

The problem it solves

Many customers who have a poor experience never say so; they just don't come back. Free survey tools give you a blank form, not good questions, and nothing tells you what to do with the answers. This kit gives you questions that are easy to answer and mean the same thing to everyone, surveys ready to print or send, and a simple monthly routine to read the results, choose one change, and tell customers what you did.

What is inside

• How to use it, and contents (1 page)

• Guide (5 pages): the four-step feedback cycle, what feedback can and can't tell you, four question types, seven rules for good questions, weak questions rewritten, six ways to ask, timing, privacy and fairness, reading results, a caution about small numbers, acting on it, a 20-minute monthly review, and common mistakes

• Variations by setting (1 page): six kinds of business, each with three starter questions

• Question bank (2 pages): 34 questions in ten topics, each with its type and when to use it

• Three ready surveys (3 pages): quick after-visit, after-service or project, and business customer

• Comment card (1 page): four to a page, print and cut

• Survey planner, results summary sheet, comment sorting sheet and action log, and "You said, we did" notice (8 pages): each filled in for an example hardware shop, then blank

• Editable Word file (13 pages) with every survey and form

• Excel results tally: type in answers; it counts the scores, themes and comments waiting for a reply

How to use it

1. Read the guide and plan your survey on the planner.

2. Print a ready survey or the comment card, or edit them in Word.

3. Enter answers in the Excel tally each week, and reply to urgent comments within a day.

4. Once a month, review the summary, make one change, and tell customers about it.

Formats and file types

• PDF, 22 pages, US Letter

• Word (.docx), editable, 13 pages

• Excel (.xlsx) results tally with example data

• Licensed for internal use by the purchasing organization

Frequently asked questions