The Power Survey

Many of you responded to the last issue asking for more information and ways to make your Client Family Survey more effective. In that issue I recommended that your survey questions should focus on creating and measuring customer loyalty, not customer satisfaction.

The measuring of customer satisfaction is becoming ancient history in personal service businesses, like funeral service. Why? Today, practically every funeral home provides satisfactory service. What’s more, consumers expect you to deliver what they have contracted for. You, therefore, must know more about your customer than ever. Knowing them and what creates loyalty on their part is your key to out-doing the competition. Here is what your competitor does not know.....

In fact, some experts in the field indicate that 60-80% of customers who switched to a competitor were "satisfied" or "very satisfied" customers before switching.

To determine customer loyalty, you must ask the right questions. General questions will, at best, produce typical feedback (the kind your competition is now asking). You must ask Power Survey Questions that are focused, that measure interaction between you and the customer and also helps you determine the client family’s experience with your Company. Granted, some funeral directors shy away from asking the tough questions. The answers can be hard to digest.

Ask yourself: Do you want your survey to be a Power Survey? Do you want to know where you stand with your customer and what you can or should do to build customer loyalty?

Answer: Go to my website at www.kubasak.com and click Power Survey Questions. Power Questions are listed for you to use...with my compliments, download the questions and use them in your survey to bring your business to a new high.