Customer satisfaction research is now the basis for constantly improving your customer service. This is a key process that helps you achieve success. A customer satisfaction survey gives you a lot of useful information. How to conduct it?
What is a customer satisfaction survey?
Getting feedback from your consumers is extremely useful to keep improving customer service standards. Satisfied consumers are the lifeblood of your business. To fully understand them, you need to find out what they think about you. Customer satisfaction survey is a specially designed questionnaire, thanks to which you will gain information on what consumers think about your company, products, services, brand and customer service. This information allows you to improve products, user experiences, meet their needs and deliver what they want. Proper identification of dissatisfied and satisfied customers is extremely important so that consumers do not turn to the competition that lurks them.
What does the examination look like?
A customer satisfaction survey can take many forms and sizes. In recent years, companies have come up with various ways to make this research as attractive as possible to consumers. This could be one short question or a set of questions about the product / service / experience and overall satisfaction. It can take a digital form, e.g. an e-mail sent after purchasing a product or a hotel stay.
The customer satisfaction survey is not a one-time rush. Remember to conduct them regularly to be able to see if any area of your business needs improvement. A lot can change over the months, so constant monitoring of consumer sentiment gives you a holistic view of your business.
4 forms of the survey
- Customer Satisfaction Score - CSAT. This customer satisfaction survey containing a simple question like yes / don't be happy / sad face. The questions may be: "Are you satisfied with your visit to our store?" The answers to this question are usually positive, so a sudden surge in negative feedback should be an alarm for your business.
- Net recommendation index - NPS. This customer satisfaction survey is based on assessing the likelihood of recommending a company / product / service to friends or family. The consumer can tick from zero to 10, which is the highest degree of satisfaction.
- Customer effort assessment - CES. Measures how difficult it was for a customer to complete the task that caused their interaction with the customer service department. Especially important in the technical support department to constantly improve its work. You can ask a question like: "How easy was it to solve your problem with our company?"
- Milestone Survey - This is a questionnaire sent out at key moments on customer track. For example, it can be sent several dozen days after registration or after completing a certain stage of the sale.
Customer satisfaction survey - examples
First of all, remember that you cannot impose your own opinion on the consumer or influence the responses. Thanks to this, you will get real opinions on the topic you are interested in. Below is a list of the most important questions that may be included in your survey:
- How often do you use our product?
- What would you change in our product?
- What do you most often use our product for?
- How would you recommend our product to your friends / family?
- If our product were discontinued, what would you replace it with?
- What do you like the most about our customer service?
There are many questions and possibilities of their configuration. It is important that the questions are structured in an easy and meaningful way so that everyone can understand them. Also try to use the evaluation in the form of stars, smileys or numbers - customers are more likely to answer such questions. Also, remember that your survey - if it is sent online - should be adapted to each type of device, be it a computer, laptop, smartphone or tablet.
A customer satisfaction survey gives you a lot of valuable information.
We will help you get them!
Benefits of sending surveys
It very often happens that the consumer leaves the company spontaneously, which is not even aware of it. The customer satisfaction survey helps you avoid such situations, because it directs you to the moment when the customer is serious about giving up your product or service. Remember that keeping loyal customers is much cheaper than acquiring new ones. That is why it is so important to constantly monitor the satisfaction of your consumers.
Customer satisfaction survey gives great opportunities to use ready-made research templates according to professional methods such as NPS, CES, CSAT. In a short time, you build a huge base of customer opinions, both current and potential from your target group. You get information about the level of customer loyalty in one place. What's more, you can easily compare the results with each other, constantly monitor and draw conclusions.
Customer Satisfaction Survey - Common Mistakes
When creating a survey yourself, you can make a few common mistakes, due to which the satisfaction results will not be reliable and you will not get satisfactory answers. Avoid using value words that can only make a dissatisfied customer angry. Instead of asking, "How did our great team solve your problem"? ask: "Has our team solved your problem?" Another issue is too long research. A customer satisfaction survey cannot contain too many questions. Don't insist on getting information on every topic. In this case, the consumer will either answer only the first few questions or abandon the survey entirely.
Do not scare the consumer with the number of questions, choose the time to fill in the form accordingly, so that it does not take more than 15 minutes. A common mistake is also the inability to omit the question. The consumer may not know the answer, or he may simply not want to give it. The era of long questionnaires with charts is over - use short questions that are displayed one at a time on the phone screen so that the consumer can focus on them as much as possible before moving on to the next one.