Do you know how consumers feel about your company and the services you offer? If you don't know, you might be missing out on valuable feedback that can help you make improvements to your products and services and your company overall. One of the most popular ways to gain feedback from consumers is through a customer satisfaction survey. Creating a survey is easier than you might think, thanks to SurveyPlanet.
To get started creating your first customer satisfaction survey, you first need to determine what types of questions to ask. Do you want feedback about your company's customer service? Specific products? Pricing? Or their experience in general? Focusing on the areas you're curious about is a good place to start.
You should also decide what type of customer satisfaction survey you will conduct. There are four different types of surveys.
Customer satisfaction score (CSAT) – This type of survey contains simple questions with binary responses. For example, “Were you satisfied with your last purchase?” Answer Yes or No.
Customer effort score (CES) – This survey measures the level of effort people use to either use a product or fix a problem through your customer support team.
Net promoter score (NPS®) – This type of survey uses a 1 to 10 scale to ask how likely someone would recommend your product/service/company to someone. The NPS score is equal to the percent of detractors (percentage of answers scored at 6 or lower) subtracted from the promoters (percentage of answers scored at 9 or 10). Use this score to track satisfaction over time.
Milestone surveys – This type of customer satisfaction survey is a questionnaire you send during key moments of their journey to understand their experience better.
To get the most out of your customer satisfaction survey is to follow best practices. These tips will help your respondents stay engaged in your survey and provide the honest feedback you're looking for.
Limit the number of questions in your survey – It's important to keep your survey focussed. When you ask too many questions, it's common for respondents to get bored halfway through and exit the survey. Try to keep your survey short and to the point.
Use simple language – Don't use industry jargon the average person won't understand. When you write your survey, keep your language at a level that avoids miscommunication. If you make your survey hard to understand, it can lead to inconclusive answers. It can also cause your customers to become frustrated and leave your survey early.
Ask what their overall rating is first – If you want to know their overall rating for customer satisfaction, ask the question first. If you ask them all your nit-picky questions first, this might skew their answer by the time they get to the overall rating question.
Send the survey after a customer's experience – Respondents will answer your survey more meaningfully if you send the survey directly after they have an experience with you. Since you're fresh on their mind, you will receive more accurate and meaningful answers.
Offer an incentive for responding - Providing your audience with an incentive to fill out the survey will provide you with more responses and give you better data to work with. An incentive can be a small gift like a sample product, discount, gift card, or even entering all respondents into a pool to win a larger prize. The better the incentive you provide, the more people will respond.
Although any business types can benefit from customer satisfaction surveys, the following four industries can benefit the most.
Product manufacturers - Customer satisfaction surveys can provide product manufacturers with feedback about new and existing products. They can use this feedback to make changes to their product designs or get inspiration for future products to meet their customer'
Software manufacturers - Software manufacturers are always looking for ways to improve their software. Customer satisfaction surveys can provide software manufacturers with ideas from existing customers for new features or ways to improve the so
Service providers - People in the service industry know that the customer is always right. A customer satisfaction survey can provide service providers with insight into what their customers actually want out of their services, what they don't like, and what services they would want to see.
Restaurants - Nearly 60% of new restaurants fail within the first year. By sending regular customer satisfaction surveys, restaurants can regularly listen to their customer's needs to implement the necessary changes to ensure customers keep coming back.
The main purpose of conducting a customer satisfaction survey is to collect data about their experiences. Your survey will give you insights into whether you meet their expectations. You will also discover more information about your target market by seeing which consumers are happy and which ones aren't.
Your survey data can also help you see trends across the board. For example, respondents might indicate that they're most satisfied with a certain product, or have the best experience with one of your customer service representatives. Looking at your survey answers both individually and all at once can help you draw helpful insights to improve your business.
To get you started, our customer satisfaction survey examples can help you determine the types of questions you want to ask on your own survey.
If you would like access to more customer satisfaction survey examples or explore a complete template, SurveyPlanet has several pre-made surveys and customizable questions to choose from. Log in to your account or sign up for a free account to start creating a survey today.
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