Satisfaction surveys are an effective way to measure customer satisfaction and experience. If you can visibly see how good your customer satisfaction is, you could retain your current customers and gain new ones. It should focus on how the experience made them feel and what they value.
Different Types of Customer Satisfaction Surveys
Using different measurement methods helps your company understand its customer base even better. Some customers respond better to different satisfaction surveys. No survey is right for every customer. Therefore, several types must be used.
- Customer Effect Score (CES): “How easy was it to do business with us today?” would be a typical question for this survey. It measures whether it is difficult or easy for the customer to perform a task or interact in the company. It is usually followed.
- Customer Satisfaction (CSAT): “Could you rate your overall satisfaction with [insert goods/services] you received?” Used as a KPI to measure how satisfied a client is with the company and/or product. This will target a specific interaction.
- Net Promoter Score (NPS): “How possible are you to suggest [insert company name] to a friend?” is often asked. It tries to measure the overall relationship between company and consumer. This is used in B2C and B2B and is the most popular measure of customer loyalty. This was developed by Bain & Company.
Do’s and Don’ts
Using surveys to measure customer satisfaction can be an important tool in improving your business. Even the smallest details can help your business improve and keep customers loyal and satisfied.
There are many things that should not be forgotten when creating a customer satisfaction survey. It is very important to have clear goals and objectives before starting one. You need to decide what kind of information you seek. This will help you know what type of survey to use. The next thing to include is to allow free-form feedback, such as an open text field where customers can type as much as they want. The last thing to do is to make it available, possibly the most important. You want as many people as possible to complete your survey. Optimize it for mobile use and make it so that customers don’t have to fill in too much information before writing feedback.
Just like there are things to do, there are also things you shouldn’t do. Asking leading questions must be avoided. Always give customers multiple ways to respond, never just ask yes or no and always follow up. Also, don’t ask questions that point to more than one problem. It can frustrate the customer and negatively affect your data. Another thing not to do is to use internal terminology or abbreviations. Some customers don’t know all the jargon. The last thing not to do is to make the survey too long. Customers want to fill this out in 1-2 minutes and no longer. If this is longer, most people won’t finish it and you won’t get results. It is better to do several short surveys than just a couple of large surveys.
What To Do With The Results?
Now comes the most important part, using and measuring the results. There are two options here. Whatever method you decide to use, every part of the company needs to know they have a role to play in the experience. Make sure the results are visible for each department.
- Deep-dive analysis: looking for improvements, patterns, and trends.
- Close-loop process: collecting customer insights and using them to create business outcomes, reach out to customers who submitted negative feedback, and work with teams to solve these matters and find a solution.