What is Customer Satisfaction and How to Create Customer Satisfaction Surveys?

Are your customers happy? Want to know what they think about you? Ask them! Customer satisfaction is the key to long-term success for your business. If your customers aren’t happy, you will lose them to competitors and lose out on business. However, customer satisfaction isn’t something that can be presumed. It is something that has to be measured, typically with a customer satisfaction survey.

Customer satisfaction is one of the biggest assets a company can develop, considering the importance of customer loyalty as far as customer retention is concerned. Customer loyalty helps gauge customer willingness to recommend your products or services to others. Loyal customers provide valuable word-of-mouth referrals and help attract new clients.

Unlocking Customer Feedback with Online Customer Satisfaction Surveys

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Jeff Bezos, Founder and CEO, Amazon.com

Regular feedback from your clients is necessary to uncover how they perceive their interactions and experiences with your company, are they satisfied or dissatisfied with your products or services, what they think about your prices, how well your staff is serving them, why they cancel their orders with you, your areas of improvement, and the likes. While online customer feedback surveys are the best way to unlock the satisfaction levels of your customers with your company, products, or services, they also help to identify potentially unhappy customers. Knowing and understanding your customers and their needs and taking the time to follow up on the feedback you receive from them can go a long way towards keeping your customers happy, strengthening relationships, and building trust and loyalty.

Here are the two different types of customer surveys that will allow you to discover what your customers really think of you.

How to Measure Customer Satisfaction using Customer Satisfaction Surveys?

Customer satisfaction can be measured based on a number of quantifiable factors. The most common metrics to measure customer satisfaction are: Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) is a commonly used metric to rate the overall satisfaction of customers on a product, service, or experience. Ask them a question like, “Overall, how satisfied are you with your shopping experience at our store?” and measure customer satisfaction on a 5-point or a 10-point scale to determine their satisfaction with your store with 1 being “Extremely dissatisfied” and 5 being “Extremely satisfied.”

Net Promoter Score (NPS)
The Net Promoter Score (NPS) is used by organizations to measure customers’ willingness to recommend your products or services to a friend or colleague. The NPS is a customer loyalty metric developed by Fred Reichheld to measure not only customer satisfaction but also customer loyalty. The NPS is calculated by asking customers a simple question: “How likely are you to recommend our company, products, or services to a friend or colleague?” Customers respond to this question on a 0 to 10-point rating scale.

Customer Effort Score (CES)
Instead of asking customers on their overall satisfaction with a product or service, the customer effort score aims to measure the effort put in by customers to interact with your company or get their issues resolved. Ask customers to respond to questions like “How easy was it for you to locate your product? Or Was it easy to complete the billing process?

These are the commonly used metrics that allow you to understand how customers rate their experiences with your organization, the factors that cause perceptions to vary between different types of customers, and what actions you can take to improve customer experience.

Best Practices for a Great Customer Satisfaction Survey Design

With our survey software, it is easy to create and sustain a customer satisfaction program that will help you gauge customer perceptions and make the most of your survey research. Here’s how to design, distribute, and analyze your customer satisfaction survey using SurveyMethods.

Designing Your Customer Satisfaction Survey

  • Keep the customer satisfaction questionnaire as short as possible.
  • Before you write your survey questions, make sure you are clear about the survey’s objective and what you intend to measure.
  • Use simple language. Avoid technical or industry-specific jargons.
  • Be specific with your customer satisfaction survey questions. For instance, ask them about their overall experience or about a specific interaction or experience. This will help to get useful answers.
  • Do not ask two questions in one. For instance, how did you find our store layout AND the selection of items at our store? Such questions lead to ambiguous responses.
  • Include open-ended questions in your customer feedback survey. For instance, please provide your ideas or suggestions on what we can do better. Open-ended customer satisfaction survey questions are a great way to get to know what your customers wish to say without placing a limit on their response. Despite that, use them sparingly, and they’ll provide you with better answers and a better response rate.
  • When including multiple-choice questions in your survey, make sure you include an “If other” option to prevent respondents from skipping questions or providing answers that do not apply to them. For example, you ask, “What’s your favorite beverage?” and provide tea, coffee, and fruit juice as the answer choices. In this case, respondents that like milk or soft drinks will not have anything to choose from.
  • It’s a good idea to include Logic in your survey to ensure that respondents see only those questions that apply to them. For instance, you ask a question like, “Do you own an iPhone?” Respondents that answer “Yes” will continue through the survey while others will be taken to a different section in the survey or disqualified from taking the survey.
  • Make sure your survey is user-friendly, visually appealing, and professional. Choose from predesigned survey templates or create one from scratch.
  • Test your survey questionnaire before you send it.

Not sure how to get started with your survey? Below are a few of our professionally-designed customer satisfaction survey templates and examples to jumpstart your survey design. Use them as is or customize them to your needs.

Training & Education Survey

Training and Education Survey

Get feedback on the effectiveness of your training programs, courses, or seminars, not just in terms of what goes on in the program, but also what is needed to improve outcomes. 

Customer Support Survey

Customer Support Survey

Survey customers who call in for support, after they have completed an interaction with your company, or purchased a new product. Find out what they think about your product and services and if they are satisfied with them.

Restaurant Satisfaction Survey

Restaurant Satisfaction Survey

Gather information about your guests’ experience with the food, ambiance, and service of your restaurant.

Event Evaluation Survey

Event Evaluation Survey

Gather feedback from your event attendees. Find out what they loved most about your event, what they did not like, and more.

Log in to your SurveyMethods account or sign up for a Free account to browse through these pre-designed survey templates and many more!

Distributing Your Customer Satisfaction Survey

Once you’ve created your survey, it’s time to distribute your survey to your target audience using any of the following methods:

  • Email Deployment: Launch your survey to multiple email addresses with personalized invitations.
  • Web URL Deployment: Generate a generic web URL for your survey. You can embed this URL into a web page, paste in an email, or post it on Facebook or Twitter.
  • Additional Distribution Methods: Share your survey link on Facebook or Twitter.

For a customer feedback survey to yield results, you’ll need to send the survey to the right customers at the right time. For instance, soliciting customer feedback right after their interaction with your company, after they have purchased a product, or after a customer service experience helps to fix any underlying problems right away and turn their experience around. This becomes crucial when dealing with displeased customers; it helps nip problems in the bud. In every customer touchpoint, creating a great experience for your customers is imperative to help build referrals, instill customer loyalty, and grow your organization.

Analyze and Act upon Your Customer Satisfaction Survey Results

Customer feedback – positive or negative – can have significant impact on your business. Derive insights from your response data and act on it. While positive feedback will work in your favor, you cannot afford to ignore negative feedback. Focus on any negative feedback and take actions to close any gaps. With SurveyMethods’ reporting tools, you can generate real-time reports that will help you draw valuable conclusions as to how to improve your business and increase revenue. You can build customized reports using the custom report builder and generate informative reports that empower you to make data-driven decisions. Based on your business needs, you can create aggregate reports and segmented reports to filter your responses based on department, gender, business unit, etc.

Value of Customer Experience Surveys

There is significant value in measuring the satisfaction levels of your customers using online surveys. They provide you with several benefits that your company can’t receive in any other way:

Unbiased Data
Businesses need to make sure that they are learning as much as possible from their customers without the biases that come with asking customers in person. Studies have proven that asking customers in person does not yield correct answers, and an online survey allows you to find out what a larger portion of your customers think about your organization.

Tracking Progress
Every time you run your customer survey, you’ll be able to view and track the changes that your company makes over time. You’ll be able to make sure that your company isn’t doing anything to make your customers less satisfied, and that the changes you make to improve your customer satisfaction levels are working. You can also connect satisfaction to revenue to see if your efforts are paying off.

Qualitative and Quantitative Data
Customer experience surveys also give you the opportunity to learn from both qualitative and quantitative data. Quantitative data allows you to run complex analysis to learn more about your business, while qualitative data gives you the chance to find out what your customers really think, their views, and opinions in detail.

Make customer satisfaction a priority and work to enhance the overall customer experience. Get your Free account today to get started.


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