Language service agencies know that one of the most important aspects for success is the ability to offer products of the utmost quality, and to this end, there are many resources aimed at translation quality control and, ultimately, quality control throughout the production process. Nevertheless, as we have mentioned on other occasions, successful businesses would not exist without customers who are willing to purchase these products (language services, when it comes to the translation industry). That is why companies know perfectly well that to reach an advantageous position, their efforts must focus on customer acquisition and loyalty through something called “guarantee of excellence”. Regarding the first aspect, one of our recent publications discusses the importance of social media when it comes to drawing the attention of both existing and potential customers. Today’s article, however, takes a closer look at a genuinely useful strategy for customer loyalty, one that agencies also use as a measure of customer satisfaction relative to their performance: satisfaction surveys.
Contrary to popular belief, the work of a language services agency does not end (or should not end) when a translation or other type of solution is delivered. In fact, quality controls often continue on the customer’s side and an incident that needs to be resolved may potentially arise. In other words, the life of language services does not end at the time of delivery; it is a product intended for a specific purpose, thus demonstrating the work carried out at the agency and revealing the quality of care offered by a company dedicated to these activities. It is for this reason that many translation agencies incorporate client follow-up after delivery so that they can hear the client’s opinion about the services provided and identify weaknesses that need to be improved, as well as strengths that need to be maintained over time. Undoubtedly, this entails some of the most useful advantages.
First of all, it is important to keep in mind that even the most loyal customers can leave in the blink of an eye. Unfortunately, loyalty in the marketplace is not unconditional; some American studies have found that a company can lose up to 45% of its customers if they are not satisfied with the service provided or the attention received. Moreover, a client who receives translations with mistakes (especially if they can be avoided with quality control), sends messages to those who then take a long time to respond, or does not feel well-treated will obviously not want to continue to contract such language services. The translation sector is one of the most competitive sectors, which is why offering the best experience and quality to clients is paramount. As such, a survey allows us to explore these aspects and arrive at a timely solution. In the same vein, it should be noted that satisfaction is an excellent guarantee when it comes to differentiating our brand from the rest. If we make sure that a client is happy with our services, they will be more likely to spread the word and recommend them to other professionals who may need similar services. The translation agency therefore has to make sure that the client knows the parameters that we want to excel in and what we expect them to value. To do this, surveys usually cover aspects such as satisfaction with the help received, the quality of service, response time during communications, the value for money, the desire to contract those services again, the possibility of recommending said services to an acquaintance, etc.
In other words, the customer satisfaction survey is a positive resource when building our brand image. Any translation agency that designs a marketing strategy must be fully aware of all data related to customer satisfaction in order to promote itself and talk about the experience of its existing users. In this sense, many agency websites often have a section displaying reviews and positive comments from clients about previous jobs in order to encourage new clients to choose that agency as their preferred language service provider. Likewise, when we receive negative feedback, we must show the client involved that we will proactively look at their case and find a solution that is in the best interests of both parties, especially when said negative feedback is made public. We have to show potential clients that we are an agency that takes responsibility and finds satisfactory solutions.
It is also important to remember that a happy customer is a loyal customer. The importance of the surveys lies in the fact that it helps us give our clients what they need, so that there will be a positive impact on the influx of work in the long term and, consequently, on the income received. One of the key ideas that contributes to this is personalised attention. Although the satisfaction survey is a common tool, the resulting responses should be individually adapted to each case, whenever incidents are found. This will allow us to better understand each client, know what they expect from us, and enable us to build more productive business and professional relationships.
Ref. de la imagen: https://socialmeediaaa.blogspot.com/2020/01/redes-sociales-wallpapers.html
