Customer Satisfaction is the lifeline for the growth of any business. Without it, a business cannot not even survive for long, forget about growing and attaining good success. Happy and satisfied customers are the biggest promoters for any business.
77% of customers having a positive experience with your business would recommend it to their friends. And you can imagine how beneficial a recommendation is with the fact that customers acquired through referrals have a 37% higher retention rate and the word of mouth recommendation generates twice the returns from paid advertising.
Now, how can you ensure that your customers are happy with your products and services? Is it practical to reach each and every customer about the measure of their satisfaction? May be in a business with a very few clients, but practically it is impossible for any medium of large business to reach each and every customer and end user of your products and services.
So the one and only way to know whether and how much your customers are satisfied is to ask them with the help of Customer Satisfaction Surveys. Customer Satisfaction Surveys help you monitor and evaluate every single aspect of the customer journey, be it visiting your website to enquire about your products and services to approaching you for availing after-sales services.
Before moving forward, lets understand what a Customer Satisfaction Survey is.
What is a Customer Satisfaction Survey?
A Customer Satisfaction Survey is a survey designed to get customer insights about the views and perceptions of the customers regarding your products, services and their overall experience with your brand.
It helps you to understand what customers think about you and your brand, what they feel about the Customer Experience you provided them and how happy they are being your customers.
Why are Customer Satisfaction Surveys important?
Customer Satisfaction Surveys are really important for your business. They help you determine the extent of satisfaction of the customers with your product and services, how they take their overall Customer Experience, how loyal they are to your brand, and much more!
Strategically implementation of surveys helps you identify the key areas of improvements in your products and services. For instance, sending them to your customers immediately after a product return helps you to find out the exact reasons why the item didn’t meet the customer’s expectations. They can be used to find out what’s the reason behind a drop in sales volume.
Not necessarily surveys should be sent out while business is not doing well, they can be sent out even when business is in good shape. They assist you in building a healthy relationship with your customers and give a fair idea about how successful you are in meeting the customers' expectations.
Creating a Customer Satisfaction Survey
Creating a Customer Satisfaction survey involves basically creating a questionnaire to be sent to your customers. Now, the biggest challenge faced to create a Customer Satisfaction survey is to decide the questions to be asked.
A Customer Satisfaction survey can contain different type of questions. It can contain questions asking about the overall Customer Experience and also the questions about a particular product, service, interaction, feature of a product or any other aspect of your business.
Here are some question types that you can ask from your customers. You need not include all the questions, but you can select the questions that best suit your business requirement.
Customer Satisfaction Survey Questions
1. CSAT Question
CSAT or Customer Satisfaction Score question is a simple question asking the customers to rate the Satisfaction with the experience they have received from a scale of 1 to 5. The question is
- How happy are you by your experience with our products and services?
This question can be asked about the overall experience also and a particular product or service also by modifying the questions with the name of the product or service.
2. NPS Question
NPS or Net promoter Score question is asked to know the Customer Satisfaction in terms of Customer Loyalty. It measures the likeliness of the customer to recommend a product, service or a brand.
- On a scale of 1 to 10, how likely would you recommend our products and services to your friends and family?
3. CES Question
CES or Customer Effort Score question helps in determining the effort made by the customers to get their work done. The question is:
- How much do you agree with the following statement: "The company made it easy for me to get my work done and resolve my issues."?
4. General Satisfaction Questions
These questions ask about the satisfaction of the customers with general aspects. The questions can be:
- Were you able to find what you were looking for?
- How much are you satisfied with the parking experience at our premises?
- How much satisfied are you with the new features of our product?
- How satisfied are you with your latest interaction with us?
- How satisfied you are with the quality and usefulness of our product?
5. Multiple Choice Questions
These questions cover a wide range of answer choices. Such types of questions are best used to segment the data based on the customer type. It will give you an idea of what kind of consumers are more satisfied and which ones you need to work on. Here are some examples of Multiple Choice Questions
- What is the main reason to visit our website? (Buy a product, Find out more information, File a Complaint, Return a product)
- Which of the products have you purchased from us in the past? (T-shirts, Jeans, Jackets, Sweatshirts)
- How often do you use our service? (Weekly, Monthly, Quarterly, Yearly)
- Which ice-cream flavors do you like the most? (Chocolate, Strawberry, Vanilla, Butterscotch)
- Which of the following devices do you plan to buy in the near future? (Smartphone, Smart TV, Laptop, Smartwatch)
5. Open- Ended Questions
Open-Ended Questions are usually follow up questions. In these questions, no options or multiple choices are given to the customers. rather, the customers are given free space to write their opinion in their own words. They are really helpful to get real customer insights with rich data of customers' feelings and viewpoints. Here are some examples:
- Would you like to tell us the reason for your rating?
- What aspect did you like the most about us?
- What you you dislike about us?
- Is there any way we can improve your experience?
- What suggestion would you like to give regarding our service?
Make sure that you do not include more than one or two open-ended questions as it will make the survey lengthy which most people tend to leave in between. Just select 1-2 questions depending upon your business requirement.
At Zonka Feedback, you can choose from expert-design Customer Satisfaction Survey Templates to get started on your journey of measuring and improving Customer Satisfaction and Experience.