Customer Satisfaction Surveys

What is a customer satisfaction survey?

Simply put, a customer satisfaction survey measures your customers’ satisfaction level with your business, service, or product. In other words, the survey helps in identifying your brand advocates (customers who strongly favor your brand), as well as in identifying unhappy customers, thus allowing you to take corrective action.

Importance of satisfaction surveys

Customer satisfaction is at the core of brand loyalty and customer repurchase. For instance, on average, Americans will share a positive experience with nine people and negative experiences with 16 people. In other words, data on positive experiences allows the company to recreate these experiences in the future. Meanwhile, data on the negative experiences allows the company to take suitable corrective actions. To sum up, the key benefits of of customer satisfaction surveys include:

  1. Customer feedback provides insight to improve your product or service.
  2. It helps in creating brand loyalty.
  3. Satisfied customers will refer you to other potential customers.
  4.  Negative feedback is an opportunity for internal course correction.

Types of surveys

There are several ways to measure customer satisfaction through surveys. However, you will need to first define the metrics that you want to use. Specifically, a metric is a way you measure the customers responses. Some commonly used metrics include:

  1.  Net Promoter Score (NPS): NPS is one of the most popular measures of customer satisfaction for technology businesses. For instance, NPS asks questions like, “How likely are you to recommend (XYZ Company) to a friend?”. The answer is measured on a scale of 1-10. 
  2. Customer Satisfaction (CSAT): CSAT is commonly used while evaluating satisfaction with products and services. To illustrate, a typical CSAT question asks, “How satisfied are you with the (product/service)?” The answer is measured on a scale of 1-5.
  3. Customer Effort Score (CES): This metric measures how easy or hard it was for the customer to achieve the required task. A typical question would ask, “How easy was it to deal with (XYZ Company) today? 

Designing your survey, Do's and Dont's

Once you have decided on your metrics, designing the survey is the next step. A well-designed survey will provide you with insights into the reasons for the customers’ satisfaction or discontent. Accordingly, keep the following best practices in mind while designing your survey.

Do’s:

  • Ask for company ratings first.
  • Include open-ended questions.
  • Optimize the survey for mobile.

Dont’s:

  • Don’t ask questions that touch on more than one topic.
  • Ten questions are the limit, don’t make the survey too long.
  • Don’t use industry jargon.