Customer Satisfaction Survey

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Customer Satisfaction Survey

What is customer satisfaction survey?

A customer satisfaction survey is a study that measures the customer’s perceived opinion of the product/service and helps build the brand accordingly. It is a questionnaire that is specifically designed to give the business an idea of how customers feel about their offerings, the brand, and their customer service throughout the customer lifecycle.

They help you understand how your customers feel about their entire experience with your business and guide you on the changes that you need to make to improve your CX.

Why do we need a customer satisfaction survey?

The main purpose of a customer satisfaction survey is to show you how satisfied your customers are with various aspects of your offerings and to help you understand how they feel about their interactions with your company at different touchpoints through the customer journey.

It focuses on helping you identify customers who are not happy so that you can solve their problems and earn their loyalty. But it also helps you detect which of your customers are extremely happy so that you can get a testimonial from them and/or turn them into advocates.

When to send a customer satisfaction survey?

You should aim to send a customer satisfaction survey and collect customer feedback soon after they interact or have an experience with your brand.

Try not to delay it to more than 24 hours after the actual experience, or they may forget certain parts of the experience and you might miss out on valuable insights.

customer satisfaction survey
Source: QuestionPro

What are the types of customer satisfaction surveys?

Types of customer satisfaction survey
Types of customer satisfaction survey

Here are four highly effective customer satisfaction survey examples that you can use to understand the level of customer satisfaction:

1. Customer Satisfaction Score (CSAT)

A CSAT survey would tend to have a question that would require a binary response (e.g. Yes or No). These surveys tend to have high scores, so if you see a fall in the score you get in your CSAT feedback, you know that you have a problem on your hands that you need to fix asap.

2. Net Promoter Score (NPS®)

This survey asks your customers how likely they are (on a scale of 0 to 10) to recommend your brand or offerings to their friends and colleagues.

Respondents are segmented into Detractors (scored you 0-6), Passives (scored you 7-8), and promoters (scored you 9-10).

The formula to find your Net Promoter Score is:
NPS = (% of promoters - % of detractors)/total number of respondents. 

3. Customer Effort Score (CES)

This helps you understand how much effort it takes your customers to use your offerings, solve an issue through customer support, or do business with you. A CES survey uses a Likert scale question like “Company X made it easy for me to handle my issue,” and you have to calculate the percentage of respondents who at least somewhat agree with the statement.

4. Milestone surveys

These are surveys that are sent at critical points in the customer journey. They can either be time-based (after the customer uses your offering for X period) or experience-based (after your users complete a certain action or interaction).

How to create a customer satisfaction survey?

Here are some best practices to keep in mind while creating a customer satisfaction survey:

1. Be specific

Don’t simply ask general questions about their overall experience. Ask them about specific aspects of their experience, checking whether those aspects met a set standard. For example, let’s assume that you sell consumer durables and your customer asked you to send a mechanic to fix their washing machine. You could ask a question like, “Did the mechanic wear a mask?”

Doing that helps you understand the level of user satisfaction in a better manner.

2. Figure out whom you’re sending your survey to

When it comes to certain customer satisfaction surveys, you would want to send the survey to literally everyone you have on your email list. But some surveys would be more effective for a smaller subset of your customers.

Decide whether you want to send your customer satisfaction survey out to your entire audience or just to a smaller subset. If you’re sending it to a smaller group. If you do intend to send it to a smaller group, you need to define that group very specifically

3. Ask many questions

Ask various specific questions about the experience, this will give you sufficient data to analyze and act upon. The more questions you ask, the better your chances of understanding your customers and getting into their minds. However, try not to ask too many questions as that could annoy the customer.

You don’t want to go overboard with the questions you’re asking in the customer service survey, it has got to be just the right amount to help you glean insights about your customers without intimidating them with a flood of questions.

4. Use multiple-choice questions

Giving your customers pre-defined choices makes it easier for them to provide answers, reducing the customer effort involved.

5. Select a survey tool

There are several survey tools available online that you can choose from to conduct your customer satisfaction survey. But the traditional ones might not always be the best option for you. Sending too many questions upfront might intimidate customers and prevent them from answering.

That’s where a conversational interface comes into the picture. Using a conversational interface like a chatbot solves the problem of your customers getting intimidated during the survey by allowing customers to answer one question before showing them the next one. Now the customer does not see a whole bunch of survey questions right off the bat and taking part in the survey feels like less of a task when it’s one question at a time.

This also makes it possible for you to send surveys on the platforms they frequently use e.g. WhatsApp, Messenger, and Telegram. For collecting data and getting valuable feedback, you need to have a tool at your fingertips such as Survey Builder WordPress.

6. Review your survey

You don’t want to just send your customer satisfaction survey out blindly as soon as you’ve prepared it. You would need to review and proofread it, maybe even ask a colleague to take a look at it before you send it out. You want to look professional and avoid goof-ups.

Thanks for reading! We hope you found this helpful.

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