Optimizing Customer Experience: Ask for Feedback and Make it Easy

get feedbackNo matter how much experience you have running a construction company, there’s always a chance to gain valuable insight by listening to your clients. The easier you make it for them to share their opinions, the more you stand to gain.

Ask at the Right Times

Before you start inviting feedback, get clear on what parts of your business you want to improve. Are you trying to shorten your prospect conversion time? Do you want your clients to stay with you longer? Clients at different stages can give you different types of insight.

New clients – You can learn how to make it easier to start working with your firm by asking your new clients about their experience getting started.

Satisfied current clients – After you complete a project, ask your client what they thought went well and what didn’t.

Departing clientsDissatisfied clients are one of your best sources for ideas on how to improve your business. Pay attention to signs that suggest a client is about to leave and step in to ask for feedback. Even if you can’t salvage the relationship, you can learn what not to do in the future.

Make Sharing Opinions Easy

The less time and effort your clients need to spend providing feedback, the more likely they’ll be to do it. Simple surveys work well if you keep them short. Two to five questions with space for comments is plenty.

To get more specific feedback, closely tailor your questions to the client’s interests, such as remodeling, new home construction or multi-family residential construction.

For new clients, include a short survey in your welcome package. For current clients, combine a feedback survey with a referral form.

A quick phone call can give you even better results. You’ll be able to clarify your questions when needed and ask for more detail when a client’s comment piques your interest. Dissatisfied clients won’t always feel comfortable coming to you with their complaints, but a phone call can re-open the lines of communication.

How To Determine What Your Visitors Really Want

visitor surveySome of the most valuable lead generation tips you’ll ever receive are those that help you understand your ideal construction clients’ needs. Follow a few proven methods for finding out why prospects visit your site and you’ll be better equipped to position your firm for sales.

Watch Your Analytics

If you’re not using an analytics tool to see how your visitors interact with your website, you’re missing valuable information. Tools such as Google Analytics, Piwik, and Open Web Analytics can get you started, though there are also numerous paid options. These tools tell you which of your pages are most popular, how many pages each visitor views and for how long, and how your visitors move through your site.

If you discover many of your visitors want to read about planning a mutli-family residential construction project, you’ll know to publish more content that helps them do that. You can then drill down into that subject by covering issues such as ADA requirements, fire safety, and noise control to again see which topics attract more readers.

Just Ask

Sometimes all you need to do to find out what your visitors are trying to accomplish is ask. End your blog posts with specific questions related to the post’s topic. If you write about solutions for noise control in a luxury apartment complex, ask your readers what problems they’ve faced in this area. Invite them to leave a comment or contact you to talk more about the issue.

Hold polls and surveys your visitors can answer right on your website. For a simple poll, you might choose three common problems and ask your visitors which one poses the biggest challenge for them.

Prospects on your email list can help you follow these lead generation tips, too. Send out a survey asking about the problems they’re facing, the kinds of existing services that interest them, and what services they’d like to see, but haven’t been able to find.

By watching your web stats and encouraging interaction, you’ll get a clearer idea of what your target clients hope to get from you.