A satisfied customer is the most critical competitive advantage that you can get nowadays. To know how to serve their customers best, companies frequently use various surveys and feedback forms.
But that’s just a part of an equation.
It is not enough to just drop a feedback form or multiple choice questions and expect actionable feedback to appear. You need to ask the RIGHT questions.
This post will show you how to structure your satisfaction surveys and feedback to improve your customer experience.
What is a Customer Satisfaction Survey?
Customer satisfaction surveys are periodic assessments of how satisfied your customers are with your product and your brand. It’s up to you to decide what you want their primary target to be. That is depending on what processes you are trying to evaluate/improve within your business.
Improved customer satisfaction with the proper survey
Customer satisfaction surveys are essential tools that can give you insight into how customers feel about using your product and interacting with your company.
Customer satisfaction surveys can help you identify:
- strong and weak points
- customer support satisfaction levels
- customer engagement
- information that can drive your targeted marketing campaigns
- information that improves conversion rates
Among the benefits of conducting regular customer satisfaction surveys and collecting customer feedback, we can count data that leads to:
- product improvement
- new product development
- customer support optimization
- improving customer targeting and conversion
- improving customer engagement levels
- driving customer retention and customer loyalty
Overall, if there’s one thing we can say about customer satisfaction surveys, it’s that they work. They are like a doorway into your customer’s thoughts and emotions. And this valuable information can easily translate into tangible results for your business.
The importance of customer satisfaction surveys
Customer satisfaction is defined as a measurement that determines how happy customers are with your company’s products or services.
Knowing how happy (or unhappy) your customers are is vital to any business. You cannot build sustainable strategies, and you cannot grow your business without accurate information.
Customer satisfaction surveys are how you get insight into the customer’s journey and learn how to tailor your product. They can also help you improve your customer service, launch a marketing campaign, structure an email or social media campaign, or build a good chatbot.
You can find out how your customers expect a product to work, what they need it to do, how they see it being improved to suit their needs best.
On top of that, customer satisfaction surveys are also what you can base new product development on. You can find out what customers expect, need, and want. This way, you’ll take the guessing out of your product development and ensure immediate success.
Best Practices for Customer Satisfaction Survey
The value of the results you get from your customer satisfaction surveys is measured in the efficiency of the questions you ask.
Ask targeted and focused questions, get straight answers. On the other hand, if you ask general, leading, and indefinite questions, you’ll be wasting time and money.
To avoid any negative outcome, you must ensure you follow the best customer satisfaction survey practices below.
Best customer satisfaction survey practices:
- Make it easy for customers to answer questions by:
- asking short, easily answerable questions
- implementing customer satisfaction tools in several places
- conduct different types of customer satisfaction surveys (email, live chat, after each interaction, and in several stages of the customer journey)
- Ensure you get straight answers by:
- focusing your survey questions on the goal you are trying to reach
- avoiding leading and open-ended questions
- asking relevant questions depending on your survey scope
11 good questions to ask in your Customer Satisfaction Survey
Your customer satisfaction surveys’ primary purpose should be to get tangible, measurable, and concrete data that can drive your future business decisions. Here are the best customer satisfaction survey questions that can get you accurate results, depending on what type of survey you would like to conduct.
Product Customer Satisfaction (CSAT) Survey Questions
One of the best ways to get concrete answers to your customer satisfaction surveys is to target a specific point.
When it comes to your product or service, you can use the survey to look into:
- how the customer feels about their experience using the product
- how well the product meets the customer’s needs
- what the customer would improve about the product
- what customers identify as the product’s weak points
- vital points that the customers appreciate about the product
Ideally, you should launch a product customer satisfaction survey after the customer has had the opportunity to use the product and form an opinion.
Here are a few examples of simple survey questions you can ask customers:
1. How satisfied are you with X product?
This is a direct question that will help you assess overall customer satisfaction with your product. This type of customer survey question will also give you insight into how well your product meets customer expectations and how well it solves their needs/problems.
If they describe themselves as very satisfied with your product, that means you’ve managed to meet customer needs. Get many “dissatisfied” customer answers, and you’ll need to identify where things have gone wrong.
Is the product not meeting expectations? Does it lack features that solve the customer’s problem? Is the product the real issue? Or is there something else in the customer journey affecting customer satisfaction?
Moreover, this type of survey question will allow you to identify any issues with your product or a disconnect between customer expectations and the service they received.
This way, you can get to work on immediately bridging that gap and ensuring complete customer satisfaction.
2. Which of the words below would you use to describe the product?
To get into even more depth on how well your product solves customer issues, use this type of question. Getting customers to use words to describe your product is how you learn how close your product comes to resolving your customers’ problems.
If it’s close to 100%, that means you’re bound to have won many repeat customers and a lot of good business. If it’s not, that means you may quickly lose customers to your competition unless you find a way to bring your product closer to what customers want.
You can let customers use their own words or offer customers a selection from “useless” to “life-saving.” If the question is open-ended, simply change it to „What words would you use to describe our product?“
You will often find descriptions and points of view on your product that you never even thought of: this is another significant benefit of this type of customer satisfaction survey question. It allows you to use your customers’ positive descriptions as intelligence when tailoring marketing campaigns.
3. How would you describe the value for money offered by our product?
It’s one thing for your product to be useful. However, it’s another for it to also be reasonably priced in your customers’ opinion.
Customers may need or want your product and consider it the answer to their problems. But if it exceeds the price they can or would pay for it, you won’t be winning any business. Same thing if customers don’t see enough value in your product.
The key to any product’s success is the combination between usefulness/efficiency and price/cost.
Therefore, asking this type of question will help you assess how customers view your product’s price. They can consider it competitive or reasonable or excessive or disproportionate.
Answers to this type of question will help you adjust your product’s price to customer expectations and determine whether to go ahead with a price increase, adding to your overall pricing strategy.
4. What product features did you appreciate most?
This type of customer satisfaction survey question helps determine product strengths. Based on the information extracted from these survey questions, you can identify which product features are the most useful and which ones you should optimize or ditch altogether.
Knowing what customers appreciate most will also answer what customers need from the features you offer. It can serve as the basis for product improvement but also new product development.
5. What additional product features would you like to see in the future?
You may have a vision of where you want to take your product to next. But is it the same as your customers’ vision? Making sure it is will help improve customer retention and conversion rates.
To increase your product’s chances of success, you have to offer your customers precisely what they need, and it can’t be just a guess. That’s why it’s essential to find out what customers want right from the source.
For instance, maybe you have an e-commerce site offering shoes, and you want to add a purse collection. Is that what your customers really want? Perhaps they’d like to see more shoe upkeep products and kits. Maybe they are not interested in purses.
It’s your job to find out before you invest in a new collection.
Effort Score (CES) Customer Satisfaction Survey Questions
Another important element for improved retention and conversion rates is ease. Namely how easy it is for customers to get what they need. What they need can be a specific product, additional information, more support.
Customer Effort Score (CES) surveys exist to measure customer satisfaction on particular issues.
For instance, do customers get all the information they could need from your website? Do you offer visible and straightforward customer support options in case a customer needs more information?
Alternatively, do your customer support processes deliver? Are customers satisfied with how their requests are handled and solved?
Here are a few examples of questions you can use in your Customer Effort Score satisfaction survey:
6. How easy was it for you to navigate our website?
Is your website user-friendly? Does it provide everything that customers expect? If you don’t know the answer to this question, you need a customer satisfaction survey to address it.
This type of question is ideal for identifying any website-related issues that may be causing customers to back out of making a purchase. If the website is not easy to use or doesn’t provide the necessary information, this will affect conversion rates.
This type of customer survey question is also valuable for determining if any recent changes you’ve implemented are well-received by users.
7. How easy was it for you to find what you were looking for on our website?
A responsive and user-friendly website can get you far. But it’s what’s on your website that matters more.
Do you provide enough information about your products? How about purchasing options? Is the checkout process intuitive? Are your customer support options available and visible enough?
Making it easy for customers to get what they need is essential. And this applies to all customer journey checkpoints.
For instance, you want to make it clear from the home page what you sell and what benefits your product has. You want customers to add a product to their cart easily, view the cart, edit it, or proceed to checkout.
You also want to provide customer reviews, information about delivery and returns, and anything else that can streamline the customer’s journey.
8. How difficult was it for you to have your customer support issue resolved?
The customer effort score applies not only to the product. It also applies to other aspects like customer support.
Customers need to be satisfied with:
- How easy it was to initiate a ticket
- How you’re handling their request/complaint
- How knowledgeable the customer representative is
- How quickly you can resolve the matter
This type of customer satisfaction question will allow you to identify customer support process issues and resolve them before they end up hurting your business.
Net Promoter Score (NPS) Customer Satisfaction Survey Questions
Net Promoter Score surveys determine how likely customers are to recommend your company/product to others.
Learning how loyal your customers are can answer a lot of questions. For instance, how dedicated your customers are to your brand or how customers see you compared to the competition.
Here are a few examples of questions you can use in your Net Promoter Score (NPS) customer satisfaction survey.
9. How likely are you to buy from us again?
What you want to focus on here is intent. This type of customer satisfaction survey question won’t allow you to predict future sales accurately.
However, if customers intend to purchase from you again, this means that their satisfaction was high. It means they had a good experience and are likely to repeat it. You should conduct these surveys regularly to stay on top of any sudden drops in customer satisfaction.
Next, you will need to determine if these potential return customers will turn into promoters for your business.
10. How likely are you to recommend our product to a friend or colleague?
If your product truly brings value to customers’ lives, they will become your brand’s avid promoters. In the world of marketing, there’s no better promotion channel than word-of-mouth.
Your aim should be to keep your NPS score high by optimizing and streamlining all customer journey processes.
11. What made you choose our product over the competition?
It never hurts to find out just how well you are doing compared to your competition.
You can also ask what prompted customers to choose your product over theirs. Or how they would rate your product’s quality compared to your competition. This type of survey question is ideal for identifying your product’s strong points. You can then use this information to adapt your value proposition and develop strategies for positioning your product on the market.
The type of questions you ask will have a critical impact on the conclusion you will draw from your customers’ feedback. So it is crucial to make sure that you are asking the right ones.
One additional tip is always to try to get out of your comfort zone. Sure, it is excellent when you get positive scores across the board. But maybe it’s just because you are asking the wrong questions.
Customer satisfaction surveys’ goal is not to feel good about your platform because your customer satisfaction scores are high, but rather to find the issues and bottlenecks you can not see due to operational blindness.