Customer satisfaction surveys are a great way to gauge how happy your clients & customers are with your business. Happy buyers are often repeat buyers, while dissatisfied customers will likely take their future business elsewhere – which can hurt your customer lifetime value.
Customer Satisfaction Survey Tips
1) Get Nuanced
Use a Likert Scale rating type of question to ask your customers to rate their experiences can give you more nuanced feed back more so than binary questions with “yes” or “no” answers. Likert-type questions will get you more granular feedback about whether your product was just “good enough” or (hopefully) “excellent.” They can help decide whether a recent company outing left employees feeling “very satisfied,” “somewhat dissatisfied,” or maybe just neutral.
2) Keep an Objective Stance
It can be hard to stay unbiased and you may be tempted to think that your customer service is outstanding. Remember to take a step back from what you may be disposed to believe and let your customers do the talking. Try to avoid adding superlatives to your questions, such as, “What do you think of our awesome service orientated customer representatives?” This is a leading question, and can provide inaccurate results. Instead, try asking a focused question about one aspect of your customer service, such as, “How quickly did the customer service representatives at our company help you?”
3) Avoid “What If” Questions
Most people can’t accurately predict what they would do. When you’re building your customer satisfaction surveys, don’t fabricate customer service “what if” situations that may not have happened to the respondent. Focus on situations that accurately portray real-world customer service issues.
4) Be Concise
Write questions in a simple way that can be easily scanned and answered in a way that won’t take too much time for your participants. If your participants have to read questions several times in order to understand them, or if they’re repeatedly asked to write essay-like responses, you’ll end up with a lot of abandoned questionnaires. A question like, “How responsive is our company?” is much easier to read and answer than, “If you have used our website, phone system, or email help system in the past, did our customer service representative get back to you in a timely manner?” Remember the KISS acronym when writing any questions. Keep it Simple Stupid (but don’t worry you’re not stupid because you remembered right?) 🙂
5) Don’t Ask Unrelated Questions
It may be tempting to collect as much information as possible but don’t be that Customer Service Survey that asks a questions out of left field and veers from your original survey. Questions such as this can be distracting or confusing to your survey respondent.
6) Try Asking “How likely” Questions
You could ask questions like, “Would you recommend our company?” with a “yes” or “no” option. But there’s a subtle spectrum of positive and negative responses. To get even richer data, try asking a “how” question, such as, “How likely are you to recommend our company?” with available responses like, “extremely likely,” “moderately likely,” and “not at likely at all.” This gives you a better idea of where your customer service needs are.
In fact, asked in this way you are likely to find find who your star recommenders are (5) Extremely likely to recommend your company vs (1) Extremely unlikely to recommend your company. With this you can actually do some customer reconnaissance and reach out to both. (3) Somewhat likely is the neutral party in which they may or may not. You can also send those parties more specific questionnaires in the future regarding their stances. Example: “What are some things we have done that made you want to recommend us? What can we improve in the future?”
7) Ask How They Found You
“How did you hear about us?” may be one of the most important questions you can ask in your customer satisfaction surveys. It lets you know what the ROI (return on revenue) you have is on your marketing dollars that you are spending and which sources are providing you the most value. Don’t forget to find out where your customers are coming from!