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Learning from your customer’s experience: why surveys can help you to understand how your customer perceives your service

At mio, we believe that exceptional customer experience is crucial when it comes to your business strategy. A customer-oriented business is more likely to be a successful one, so in order to succeed you should consistently listen to the voice of your clients and take on board what they have to say. You’ll find that this will open a number of doors for your business. So, how do you go about doing this?

Surveys are a great way to collect customer feedback on a regular basis and learn from customer experience. However, there seems to be a common misconception that surveys are complicated when, in fact, setting up a survey is easy. You can set them up online using tools such as Typeform or SurveyMonkey or give out physical versions to be filled out by hand. Consider using an incentive to get the best out of your customers’ answers, e.g. entering participants into a prize draw (don’t forget the terms in the small print!).

Gain invaluable insight from your customers 

Sending out customer surveys is a simple way to get into the heads of your customers and find out what they really think of your service. Collecting customer feedback enables you to pinpoint the aspects of your business and customer service that are going well but also, perhaps, any potential issues or areas that need to be improved. This is invaluable information which can help drive future business decisions.

We suggest including a list of proposed items to the survey in order to find out your customer’s opinions on your upcoming plans. For example, for many estate agents who are on the fence regarding technology, a survey would be a great way to propose the possibility of it and find out what your customers really think. Sometimes, you may find that an idea you and your team may take a dim view of is, in fact, something your customers are really enthusiastic about.

You should also include a section for independent customer comments as they may have something more to say, usually something you have never thought of but that will be especially useful for you.

You may also be able to collate specific information and details from your clients, with their consent, of course. This could help you adapt your approach or attitude based on the demographic of client and help you understand how to help specific groups, such as first-time buyers who may need more guidance, for example.

Ultimately, when your business takes on board customer suggestions, they feel valued. Happy customers result in a happy team who understand customer expectations and know how to go about meeting targets. 

Obtain tangible results to measure success

Although customer opinions can be extremely useful in guiding the future of your business, you can obtain even more effective results with a survey that creates statistical data that can be analysed for measurable conclusions. Let’s simplify this.

Firstly, your team should establish a set of goals. Then, you should orientate the questions you ask customers around these goals, and produce a process for comparing the results you receive. Perhaps, opt for a combination of questions to produce both qualitative and quantitative data. Quantitative data can be obtained with rating scales, for instance. 

Once you’ve gained tangible results, you can implement improvements to any weak areas, and then distribute a follow-up survey in order to measure whether the improvements were successful by comparing the quantitative data.

In a highly competitive market, there is no leeway for business decisions made on guesses which can be a huge waste of time and resources. In order to make informed decisions and develop future strategies, you require a reliable data source based on real customer experience.

Understanding social media and brand image

Social media has had a significant impact on the property industry, especially when it comes to brand image.

Customers can share their experience with you on social media, either by giving your business a star rating or writing a review, and their opinion can potentially be seen by millions. This means that one negative review or low rating could tarnish your brand name and deter new customers from using your services.  And, unfortunately, in most cases, customers are more likely to post about a bad experience than a good one! 

Nowadays, customers are more likely to trust a review left by another customer than an expert, and consider this a reliable source. This means it really should be your priority to place value on your customers and give them a reason to leave positive feedback. If someone does leave a negative review, it is your duty to contact the customer to see if amends can be made or whether they have more constructive criticism to help your business grow from its mistakes and learn from customer experience.

At mio, we offer market leading sales progression software for property professionals. With mio, it’s easy for agents to be more transparent with customers and keep them in the loop at every step of the homebuying process, after all, lack of clear communication and transparency is sighted by consumers as one of the single biggest areas of complaint during a home move. This all helps speed up sales progression and provide excellent customer experience all the while.


Get more chains moving with mio. Contact us today to arrange your demo and hear more about our introductory offer!

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