A customer satisfaction survey is a marketing instrument used by businesses to find out customers' level of satisfaction with their brand. This questionnaire helps identify dissatisfied clients, better understand their needs, optimize the product, and improve customer service.

In this article, we'll explain why customer satisfaction surveys are so important, shed the light on their types, offer some tips to create them, and provide some examples.

Why is a customer satisfaction survey important?

It's impossible to objectively evaluate a product without customer feedback. The first and most important question here is the following "Who is your product designed for?" The generic answer is "For people". Those people you identify as your target audience will be the source of the most valuable insights for your company.

You can't launch a new product successfully if you don't know for sure if your customers really need it. You can't optimize and improve your current product if you haven't identified your clients' pain points. You can't simply fire and hire new staff if people keep complaining about your service.

To reveal your weak points and understand how to optimize your product, you should know several types of satisfaction surveys.

Types of Satisfaction Surveys

A satisfaction survey is a general name of all surveys that help obtain valuable information about your brand and analyze clients' feedback. Depending on the insights you want to get, use different types of surveys. Check them out below.

  • Net Promoter Score (NPS). This is the most popular satisfaction survey both for customers and employees. Its goal is to find out whether customers would recommend your product or service to their friends and colleagues. Detractors (score 0-6) are dissatisfied clients who may even harm your brand reputation. Passives (score 7-8) are clients who are satisfied with your product however they're not ready to promote it. Promoters (score 9-10) are your most loyal clients who recommend your product to their friends.
  • Post-purchase survey. Businesses offer clients to answer several questions after they buy. Their goal is to discover whether customers are satisfied with the quality of the product, the checkout, and your customer service. You can send a post-purchase survey via email with SendPulse for free.
  • Customer Satisfaction (CSAT) Survey. With the help of this survey, businesses measure whether clients are satisfied with their products in general. Respondents have 5 options: very unsatisfied, unsatisfied, neutral, satisfied, very satisfied. This type of survey allows companies to understand how well they meet the expectations of their clients.
  • Product or Service Development Survey. This survey is extremely helpful for businesses as it allows them to predict the success of a new product. Marketers send this survey to clients before the product is launched to find out whether they actually need it. The goal of this survey is to discover the needs of users and find the way for product improvements.
  • Usability Survey. As the name suggests, this type of survey allows product owners to gain some insights into the user experience. They are usually shown as pop-ups on websites and in apps. This survey helps users better navigate the site, find the necessary content, and provide the best user experience.

Now, that you know several types of satisfaction surveys, it's time to learn how to create one. So, follow our tips below.

How to create a customer satisfaction survey?

  1. Use different types of questions
  2. Keep your questions short
  3. Only ask the most important questions
  4. Make consistent scales and stick to one survey type
  5. Avoid terminology
  6. Tell users how much time the survey will take them
  7. Tell users about the goal of a survey and reward them

In this section, we'll share some tips that you can use for different types of surveys. They will help you create effective surveys.

  1. Use different types of questions. Asking correct questions is the key to an effective and valuable survey. Multiple-choice questions make it easy for a user to take a survey since they don’t have to provide open-ended answers. Binary scale questions let customers choose one of two options available, for example, yes or no. Very often users are offered to answer the question “Did our customer support agent help you with your problem?” This way, marketers receive objective and unambiguous answers. Semantic differential questions help companies realize the users’ attitudes towards a particular issue or product. This survey uses a 5-7 point scale. Likert scale questions are similar to semantic questions. They help understand how clients feel about your product or service. Open-ended questions let users speak their minds. They are considered the most useful since customers can have innovative ideas.
  2. Keep your questions short. The longer the questions, the longer it will take users to answer them. This may result in a high bounce rate, hence, the survey won’t be as effective as you expect it to be. Perhaps, only your most loyal customers are ready to spend half an hour or so to take your survey, so you won’t get accurate results.
  3. Only ask the most important questions. You should have a clear goal for your survey. Hence, all your questions should make you closer to your goal. For example, if you want to predict the success of a new product before its launch, you don’t need the questions like” What is your name?” and “How did you first come in contact with our brand?”. They won’t bring you value but will take more time from users. So, create a list of the most critical questions.
  4. Make consistent scales and stick to one survey type. Avoid mixing several types of surveys and scales since this will confuse users. Let’s take a 5-point scale, for example, Say, users should choose an option where 1 means “would never recommend”, and 1 in the next question stands for “very satisfied”. They may tick the false answer by mistake, so be consistent.
  5. Avoid terminology. Take into account that a big part of your respondents can be beginners who haven’t learned the professional terminology yet. So, avoid using abbreviations, acronyms, slang, buzzwords, etc not to confuse the users.
  6. Tell users how much time the survey will take them. A lot of users are skeptical about surveys since they tend to take a lot of time. So, let them know how much time they need to take your survey. This will prevent you from survey abandonment.
  7. Tell users about the goal of a survey and reward them. Users need a good reason to take your survey. Tell them that you want to improve your product and their answers are extremely valuable for your business. As an additional incentive, you can offer them a bonus, for example, a 10% discount on your product. Avoid promising a freebie since users won’t give sincere and objective answers in this case.

Finally, we’ll provide several examples of customer satisfaction surveys for you to get inspired.

Examples of Customer Satisfaction Surveys

We’ll share different examples of customer surveys for you to choose the best one for your business. Look below.

G2 asks its subscribers to answer only one action and assess how likely they are to recommend it to their friends from 0 to 10.

Customer satisfaction survey

After subscribers choose any point, they’re redirected to the survey where they’re asked to tell why they chose this point.

Customer satisfaction survey

Then, the company wants to understand whether users are satisfied with the customer service.

Customer satisfaction survey

The last question is open-ended. Customers are asked how G2 can improve the process of buying software.

Customer satisfaction survey

Uber asks both drivers and passengers about their experience after each ride. They do this right in the app. Then drivers and passengers can see the rating of both before the next ride. Such a survey takes several seconds and is really effective.

Customer satisfaction survey

Source: HubSpot

Chubbies need their customers’ opinions before designing their new shorts.

Customer satisfaction survey

Before the survey, users are encouraged to take it with a 20% discount.

Customer satisfaction survey

So, there are a lot of types of surveys and questions you can use to interview your clients effectively. Let your audience take it via email with the help of SendPulse!

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