They say a satisfied customer is a happy customer. Actually, come to think of it, they say a lot about a satisfied customer! A satisfied customer is a repeat customer, a great brand ambassador, and your best business strategy. So who are “they”? Well, Bill Gates, for one. He once said: “Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves.”
Now, if you’re wondering how to gain customer insights, one way to do this is through customer satisfaction and customer insight surveys. But before we get into that, let’s take a step back.
What is Customer Satisfaction and Why is It Important?
Customer satisfaction, of course, is the measure of how happy customers are with your products, services, or capabilities. By understanding levels of satisfaction, you can make changes to your offerings to better serve others and potentially gain customers. So why is this important? Well, like many things in life, it’s all about the Benjamins. Here are some eye-opening statistics about the good, the bad, and the ugly of customer satisfaction.
- 70% of consumers say they’ll spend more money to do business with a company that delivers great service.
- After one negative experience, more than 50% of customers will never do business with that company again – and they’ll tell an average of 15 people about it.
- Companies lose more than $62 billion annually due to poor customer service.
Now that you know the facts about customer satisfaction, how do you get the feedback you need about your own company?
How to Ask for Customer Feedback
While some customers can be very vocal about the quality of your products or services, giving you a chance to improve weaknesses or build upon strengths, others don’t say a word and simply disappear, taking their money elsewhere. Worse, they may choose to blast you on social media after the fact, causing a potential PR crisis.
This is why it’s important to ask for feedback. Think of it as mining for free data and insight. Of course, you don’t want your customers to know that, so it’s important to go about asking for feedback the right way.
Too often, companies make the mistake of making requests for feedback seem like an afterthought (“feel free to let us know what you think”), which leaves the impression that you don’t really care one way or another, or that no matter how the customer responds, nothing is going to change. Other times, the request can come off like a chore for the customer. They may think, “you’ve just taken my money, and now you want to take my time, too?”
That’s where some survey best practices come into play.
Customer Satisfaction Survey Best Practices
Surveys can be quick and easy to draft when done correctly, and the impact is significant. They tell the customer that you’re interested in them and what they think about your products or services. When done incorrectly, they’re vague, too general, or too time-consuming. All of these things can create a negative customer experience when you’re trying to do the opposite. So, here are some things to remember when crafting a customer satisfaction survey:
Try to Make a Connection
Asking someone to complete a survey is asking for their time, generally without compensation. So, at the very least, try to make a human connection, addressing them by name or by the item they purchased so that they know they’re not just another number. For example: Hey [NAME], please let us know what you thought of [PRODUCT] and whether we can do anything to improve it.
Keep Questions Clear and Relevant
To gain key customer insights, first determine what you want to find out more about. If you don’t know what you’re looking for, your survey will come off as unfocused, and you’ll likely be wasting the time and effort your customers put into the survey and any time you spend in the post-survey analysis.
Segment Your Customers
Segmenting your customers based on demographics, purchase history, and agents they’ve worked with is a great way to target specific groups of people with similarities in order to draft more personalized surveys. Personalized surveys are more likely to get a response, which provides better data and insights.
Offer Incentives to Complete Surveys
Who doesn’t like free stuff? One of the best ways to convince a customer to complete a survey is to offer participation incentives, such as a money offer, a discount code, or exclusive access to premium services. Of course, this should only be given upon survey completion and the offer should not affect the type of people who respond so as not to create survey bias.
Purchase Survey Software
Customer insight software can create surveys, generate unique questions, and allow you to choose pre-made templates. They also help manage the delivery of surveys and store data collected from the surveys. When integrated with CRM software, data can be organized and turned into powerful customer reports that offer businesses unique insights.
What is a CSAT?
CSAT, or customer satisfaction score, is a performance indicator for customer service and product quality that is expressed as a percentage. While NPS measures customer loyalty, CSAT measures customer satisfaction, and the scale is simple – 100% is the best, 0% is the worst.
CSAT is measured through customer feedback asking about overall service or product. Benchmarking a CSAT score varies by industry, but you can see what’s typical for your industry by checking out the ACSI (American Customer Service Index). Once you’ve surveyed people to get your CSAT, you should monitor it to see if you make gains or losses in order to keep doing the right thing or improve upon the wrong things.
Creating a CSAT
Ready to measure your customer satisfaction? To get you started, we’ve put together a list of 10 questions. Of course, depending on your business and what you’re looking to discover about it through customer feedback, your questions will vary.
Customer Satisfaction Survey Questions
- Overall, how satisfied or dissatisfied are you with our company?
- Which of the following words would you use to describe us? (Select all that apply)
- How well do our products meet your needs?
- How would you rate the quality of our products?
- How would you rate the quality of our customer service?
- How would you rate the value for money of our products?
- How responsive have we been to your questions or concerns?
- How long have you been a customer of our company?
- How likely are you to purchase from us again?
- How likely are you to recommend us to a friend or colleague?
Customer Satisfaction Examples
We could talk all day about customer satisfaction surveys (we really could). But, we know that sometimes a picture (or in this case, a survey) is worth a thousand words! So, check out three of our customer survey templates.
- Customer Service Survey Template
- Customer Satisfaction Survey Template
- Customer Net Promoter Score (NPS®) Survey Template
How to Create a Customer Satisfaction Survey
Surveys are an extremely useful tool for businesses to gain customer insight – and to gain leverage in a crowded marketplace. Often, customer insight surveys are delivered to customers following a purchase through email, although if you have a storefront you may also try collecting feedback on-site with a kiosk-mode survey. Gaining these insights is significant because they will help you determine how your business is operating and what you can do differently to optimize your entire strategy.
Of course, before you can survey your customers, you have to create the survey! We mentioned under the best practices section how beneficial survey software can be – and we want to be your survey provider! SurveyLegend is a leader in online surveys, offering a variety of types and styles of surveys, beautifully rendered and pre-designed, and responsive on any size screen.
So, stop guessing or wondering what your customers are thinking about your company, and find out now. You can get started with your online customer insight survey using SurveyLegend for free right now. Have comments or questions? We’re here for you.