What are customer satisfaction surveys? (With examples)

By Indeed Editorial Team

Updated 22 December 2022

Published 29 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Questionnaires are a great form of communication between a company and its customers. Constructive feedback from customers can be valuable and give businesses a competitive advantage. A well-designed survey can boost revenue, product retention and customer satisfaction, giving you a deeper understanding of the client's demands. If you're interested in working in marketing, you may benefit from learning how to create an effective survey to measure customer satisfaction. In this article, we discover the definition of a customer satisfaction survey, its benefits and how to build an efficient customer satisfaction survey for a business.

What is a customer satisfaction survey?

A customer satisfaction survey is a data collection method that evaluates a person's satisfaction with a service or product. A completed survey offers answers to a series of questions a business has about the products it makes. They're useful for many reasons, which can help you improve a business's performance. For example, a survey can assist you in identifying any products or services that are performing poorly. You can then use this information to either remove the product or service from the business's offering or improve it.

Benefits of a customer satisfaction survey

A customer satisfaction survey is a good approach to get feedback from paying customers on how to improve services in the future. They have the benefit of needing input instead of extracting it from publicly available data. They also allow you to take advantage of the fact that people enjoy having their ideas and experiences valued. Some of the key advantages of a customer satisfaction survey include:

Related: What Is Customer Satisfaction?

Establish areas of improvement

If the consumer believes there's room for improvement, they're likely to tell you in a customer satisfaction survey. Even if you feel they're incorrect, it's a good idea to remove the perception of a poor experience from transactions. Taking a survey offers you the opportunity to demonstrate to customers that you aspire to improve a company's products or services.

Learn more about customers

For a marketing campaign, developing an accurate picture of the ideal consumer personality profile is critical. Companies that survive are those that construct a deep, comprehensive and accurate picture of how their consumers think over time. This covers the thought process they go through before buying a product and how frequently they buy. It can take years for this data to become comprehensive and predictive. Asking the correct customer satisfaction survey questions can help you gain deeper and more thorough customer insights.

Related: What is Know Your Customer (KYC) and why is it important?

Recognise buying trends

People think collectively, process information as a group and influence one another. While buying trends are unpredictable, they can also be predictable and long-lasting enough for you to take full advantage of. So, it's important to ask effective customer survey questions to get a thorough understanding of buying trends.

Related: What is customer satisfaction?

Improve relationships with customers

The most crucial aspect of building a strong consumer base is cultivating loyalty. You want clients to appreciate the brand, enjoy their interactions with the company, and appreciate the items or services sold to them. By conducting well-written and intelligent customer satisfaction surveys and optimising them to provide them with the experience they desire, you can demonstrate to customers that you care deeply about their experience.

Retain current customers

Customers who are happy with the items and services they receive are far more inclined to stick with a company. But customers may go to a competitor if they aren't happy with the service they're receiving. By completing a customer satisfaction survey, you can help retain customers by improving the product or service. Maintaining high customer satisfaction is especially vital for small businesses, as each client is more valuable to the success of the company.

Related: 10 Ways to Consistently Offer Good Customer Service

How to write a customer satisfaction survey

To create an efficient survey, think strategically. When building the questionnaire, your goal is to think a few steps ahead of the customer. Follow these steps below when designing a customer satisfaction survey:

1. Select a route

You have the option of using a traditional or modern approach when constructing your survey. Traditional surveying methods focus on one-on-one interactions with people. Modern approaches make use of automation to improve consumer interactions. For this method, a business sends an automatic survey to customers that buy products or services from them. It's also effective when surveys are available on the site where a customer makes a purchase.

2. Determine an objective

The customer can only respond to questions you provide them. Give consumers the option of expressing their worries, but ensure most of the survey is as strategic as possible. Keep your questions concise and to the point.

3. Determine the customer base

The sort of survey you provide a consumer depends on the product they buy. What people buy reflects who they are and what they need. Consider whether you want to build multiple polls for various product categories and how you can provide more options to customers.

Related: Customer service skills: Examples, definition and how to demonstrate

4. Send it to customers at the right time

Consider where you want to position your surveys during the consumer experience. It's unnecessary to send a survey to someone who has just signed up for a blog or to send it one year after a consumer has stopped shopping with a company. Instead, send it to customers after they've had a long conversation with a company employee, a few weeks after a transaction or a few times during the year to gauge client satisfaction.

Examples of customer satisfaction survey questions

To get valuable feedback from clients, it's important to ask the correct questions. Sharing information isn't always simple and it's not the customer's responsibility to offer constructive feedback to the company. Instead, it's the surveyor's job to come up with a thought-provoking question that would pique the participant's interest. If you're having trouble determining what to ask the consumers, consider the following sorts of questions for your customer satisfaction survey:

1. "On a scale of 1 to 10, how pleased are you with your experience with our company today?"

There are instances when you want feedback on parts of the service or business that aren't being actively addressed by the consumers. In this scenario, it helps to be clear and ask them how they feel about these situations. Before you do that, figure out a method to measure their reactions. Including a satisfaction scale section in your survey is a good way to establish a structured method to measure this subjective feedback.

2. "Which product or service features do you find the most valuable?"

When it comes to customer satisfaction, it's important to collect feedback on the service or product. If you don't, it's more challenging to understand consumer demands and provide effective solutions. Finding out how pleased the consumers are with the product gives significant information to the marketing and advertising teams, which helps increase client retention.

3. "How old are you?"

Since demographics make it easier for organisations to group customers into buyer personas, they're vital for marketing and advertising teams. This classification helps employees in visualising their target audience by separating clients based on key qualities. Always take a proactive and diverse approach when asking these sorts of questions. Give customers the option to skip these questions if they don't want to answer them. Aim to get honest information from the consumer, but not at the expense of the customer's comfort.

Related: Interpersonal skills: Definitions and examples

4. "How important is sustainability to you when purchasing a product?"

Psychographic questions delve deeper into the consumers' interests, habits, behaviours and inclinations than demographic questions. The focus here is on why consumers behave the way they do, rather than who the consumer is. Psychographic questions also help reveal the motivations behind the customers' purchasing decisions. They're frequently expressed in terms of the industry, instead of the product.

5. "How can our company improve your experience with us?"

Open-text questions are questions that allow participants to provide their answers in a text box. This allows customers to express themselves instead of relying on the company's pre-written reply. While they take some time to evaluate, these questions encourage participants to be honest while also allowing them to address any issues.

6. "Could a member of our friendly team contact you to follow up on these responses?"

Include questions on what happens when the customer submits their survey in the last section. These questions allow the company to contact the participant again in the future. This is especially useful when you're implementing changes and want to collect updated feedback from clients who previously submitted surveys.


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