What is a Likert Scale?

Most of us might have seen the survey question about how much we agree or disagree with a statement & then selected an option on a scale of five or seven options. It is called Likert Scale, and such a survey is a Likert Scale survey. 

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The choices will range from strongly agree to strongly disagree so the survey maker can get a holistic view of people’s opinions. 

For instance, if you are conducting a CSAT survey and asking your customers how satisfied they are with your product, the options on the Likert Scale can range from extremely satisfied to extremely dissatisfied, with other options in between, like satisfied, neither satisfied nor dissatisfied, and dissatisfied. 

Here’s how a Likert Scale looks: 

Fact about the Likert Scale: American Social Scientist Rensis Likert created the Likert Scale back in 1932. It gained popularity worldwide due to its ability to measure the degree of feedback. Now, let’s look at why to use Likert Scale. 

Why use Likert Scale?

There are ample reasons to use Likert Scale, and we’ll provide you with the reasons to use it to gather customer feedback. 

1. It is helpful in any situation.
2. It can be used to measure the intensity. 
3. It can be used to gauge sentiment.
4. Does not force an answer.
5. It is easier to understand.

Examples and Use Cases of the Likert Scale 

Likert Scale questions get used in various types of surveys, whether you are trying to find out if your employees are engaged or customer feedback about your new product. 

1. To measure customer satisfaction

An ideal customer satisfaction survey uses an ordinal scale allowing the users to rank their opinions. For example, a 5-point Likert scale asks customers to specify their levels of agreement with a statement, from high to low, with a neutral option in the middle. 

Likert responses for customer service are flexible and can get used to measuring a variety of sentiments, from agreement to satisfaction, frequency, and desirability. Below is an example of the customer service Likert scale on “satisfaction”: 

Overall, how satisfied or dissatisfied are you with our company? 

• Very satisfied
• Somewhat satisfied
• Neither satisfied nor dissatisfied
• Somewhat dissatisfied
• Very dissatisfied

2. For employee engagement

Likert scale responses can be valuable for checking in with employees. Companies can keep tabs on employee engagement and sentiment by adopting the same 5-point Likert scale for employee issues. 

For example, companies can find out how employees are aware of resources and how familiar they are with IT policies. Here’s a better example: 

I’m satisfied with the investment my organization makes in education:

• Strongly agree
  
• Agree
• Neither agree nor disagree
• Disagree
• Strongly disagree

3. To measure the likeliness 

With a Likert scale survey, you can ask the likeliness of your respondents to take a particular action, like making repurchases, buying a membership plan, or recommending a brand to their friends. 

The ultimate question in the Net Promoter Score survey is to ask the customer’s likeliness to recommend a brand to their known ones. The question is: 

How likely are you to recommend us to your friends and colleagues? 

You will see a scale of 0 to 10, where ten means most likely, and 0 means not at all likely. 

4. For professional event feedback 

Marketers or event professionals can use a 5-point Likert scale to collect valuable feedback on the success of their events. A post-event survey can use a variety of Likert scale responses to evaluate the overall experience. For example, here’s a Likert scale question about the value of event content: 

How helpful was the content presented at the professional event?

• Extremely helpful
  
• Very helpful
  
• Somewhat helpful
  
• Not so helpful
  
• Not at all helpful
  

Types of Likert Scale Questions

You can use the following types of Likert scale questions with Zonka Feedback: 

1. Radio matrix 

With the Radio matrix, you can create multiple questions to ask your customers about their agreement with different statements or satisfaction with various aspects of your business. 

With Zonka Feedback, it’s available as a close-ended question for measuring customer satisfaction. You can use radio metrics to evaluate multiple parameters using the same column choices. You can use a radio matrix with 10 options given to the customers to rate their experiences. 

2. Star rating 

You can use the star rating questions and ask your customers to give star ratings to your products, services, interactions, or any other aspect where a high number of stars denote high satisfaction and 0 or 1 star indicates strong dissatisfaction. 

With Zonka Feedback, you can choose a star rating scale as a close-ended question to measure customer satisfaction. It is available as a 3-point or 5-point Likert scale with options ranging from one star to five stars, where five st

3. Heart rating

Like star-rating questions, you can also use heart-rating questions to gauge the satisfaction of your customers. With Zonka Feedback, this rating scale is available as a 3-point or 5-point Likert scale where 5 hearts represent the highest level of satisfaction, whereas 1 heart means the lowest satisfaction.

4. Emoticon rating 

You can also use emoticons and smileys to show your customers their satisfaction or dissatisfaction, wherein self-explanatory smileys can range from happy, loving, or laughing to angry or cry smiley. With Zonka Feedback, it is available as a close-ended question to measure customer satisfaction with a Likert scale of up to 5 points. You can use a 3-rating scale or a 5-rating scale to give options to your customers to rate their experience. 

How to Use Likert Scale Surveys with Zonka Feedback?

1. Get into your account 

Log in to your account or create your free account with Zonka Feedback. 

2. Create your Likert scale survey

Once in, you can create a new survey. You can choose from the types of Likert scales you want to use in your survey questions from the survey builder. You can select among matrix rating, hear rating, star rating, and emoticons. 

3. Edit your survey

You can customize the survey as per your requirements - add more questions, edit the questions, design your survey to match your company brand, add survey logic, and more. 

4. Share your survey 

Once your survey is ready, choose among different channels to measure customer satisfaction and sentiment. Set up your surveys on your website, in-app, send an email, email, SMS surveys, or set them up on your premises using the survey app on iPads and Android devices.