Measuring customer satisfaction is crucial for any business. One of the best ways to measure it is with a customer satisfaction survey. Surveys succeed or fail depending on their questions.
This article highlights the top ten types of customer satisfaction survey questions, with examples of good questions to ask. You’ll also find out how SurveyMonkey can improve the quality of your customer satisfaction survey.
By measuring customer satisfaction, you will better get to know your customers and their needs. Not only does this help to meet their requirements, it also shows exactly what they dislike about your brand, product or service. In addition, it can provide insights on how to tailor your customers’ experience or facilitate building a customer community, all of which could contribute to customer acquisition and retention.
Measuring customer satisfaction can furthermore reveal the proportion of your customer base that are loyal and who are likely to promote your business to others. Therefore, customer satisfaction directly impacts business growth, and measuring it is vital for making informed business development decisions.
Low customer satisfaction scores, for example, should prompt improvement actions within the customer journey or product/service.
The best way to measure customer satisfaction is to ask your customers directly how they feel about your product, service, company or brand. One of the most effective and efficient ways of doing this is with a customer satisfaction survey.
In practice, customer satisfaction surveys should be short and to the point to encourage responses. It is a good idea to incorporate a mix of question types, including open-ended questions that allow the customer to state their needs, issues, improvement ideas, pain points, etc. This will ensure data collection is optimised, insights are strengthened and the survey’s return on investment maximised.
Used correctly, customer satisfaction surveys are one of the most valuable tools in business. Yet, many fail to provide useful feedback because they don’t ask the right survey questions.
Any survey is only as good as its questions. Here are ten examples of good questions to ask in a customer satisfaction survey.
Instantly rate your customers’ satisfaction level at any point in the customer journey with a Customer Satisfaction Score question.
E.g. How happy are you with your (product name)?
Customer satisfaction scores are broad, yet useful questions that quickly gauge your customers’ happiness. Here, the choice of answers could be as simple as a happy emoji, indifferent emoji or sad emoji.
Find out how likely your customers are to promote your brand, company, product or service with a Net Promoter Score (NPS) question.
E.g. How likely are you to recommend our product to others?
An NPS question is essential, they provide a sliding numerical scale that gives valuable quantitative data that can be statistically analysed.
Know how much effort your customers have to exert to purchase from your business with a Customer Effort Score question. If you ask them to specify their pain points, you can potentially reduce this effort going forward.
E.g. Did you have any issues using our online store? If yes, please specify your issues in the comment box.
A good understanding of how much effort it takes a customer to, for instance, purchase your product, is vital information because it will affect customer retention.
User Experience questions are great indicators for improvement actions that optimise customer-related processes.
E.g. Did you find what you were looking for in our store today?
These are questions usually sent out at particular milestones in the customer journey to assess user-friendliness.
Get direct and valuable insights with a Product Feedback question and assess how your product or service can better meet your customers’ requirements.
E.g. Did our product meet your needs? If no, please specify your needs in the comment box.
Some open-ended questions are helpful. Adding comment boxes invites customers to provide more detailed feedback.
Discover the quality of your customer service offering, a key part of the customer experience.
E.g. Was your question answered promptly?
Asking these questions immediately after communicating with the helpdesk will generate instant and honest feedback on how efficiently the customer feels enquiries are handled.
Asking your customers an improvement question avoids guesswork and leads to more effective business strategies.
E.g. What can we do better to support your business?
Improvement questions will help you identify pain points for your customers and make better informed business decisions.
Fundamental performance indicators are customer churn and retention rates. Use a retention question to calculate yours.
E.g. How likely are you to buy from us again?
Questions that indicate your customer retention rate may be the evidence you need to confirm you’re doing a good job, or that improvements are needed.
Compare your business against your competitors with a competition question. Your customers have done the research and their answers may surprise you.
E.g. What alternatives did you consider before purchasing this product?
Knowing your competition is vital. Be careful asking these questions, though. Ensure you are not bad-mouthing or being negative about your competitors.
Add even more business value to your customer satisfaction survey and take the opportunity to upsell.
E.g. Would you be open to discussing upgrade options for your product?
Customer satisfaction surveys are a communication with your customers, why not add a question that opens the door to upsell?
SurveyMonkey offers a wealth of features to help you conduct better surveys. Our example questionnaires and survey templates provide a ready-made bank of tried and tested survey questions that will generate the best return on investment for your market research. Prefer to write your own questions? Use SurveyMonkey Genius to perfect them. SurveyMonkey Genius brings together AI, survey experts and machine learning to give you personalised recommendations on how to improve your surveys.
Measuring customer satisfaction is crucial for any business. The insights gained from a customer satisfaction survey can provide fresh ideas on how to better meet your customers’ expectations, and help you make more informed business decisions. This article has showcased ten types of customer satisfaction survey questions with examples of good questions to ask. The ten types of customer satisfaction survey questions are:
● Customer Satisfaction Score
● Net Promoter Score
● Customer Effort Score
● User Experience
● Product Feedback
● Customer Service
Utilising these questions in your customer satisfaction survey will give an in-depth picture of customer satisfaction throughout your operations. To pinpoint specific improvement actions, focus on one or more of these questions at strategic points in your customers’ journey. Want to write better survey questions? Try SurveyMonkey today and maximise your customer satisfaction survey’s return on investment.
Customer satisfaction measures how happy a customer is with a company’s particular product or service. A satisfied customer may buy again, providing repeat business for the company.
Customer satisfaction leads to business growth and development. Happy customers who buy repeatedly are likely to become loyal to the business and this loyalty promotes the brand. Therefore, customer satisfaction is important for retention rates and a business’ net promoter score.
The best way to measure customer satisfaction is to ask your customers directly. One method is a customer satisfaction survey. Customer satisfaction surveys enable customers to state their specific needs, issues, improvement ideas and pain points, which can be used to make more informed business decisions.
A customer satisfaction survey is a questionnaire given to customers to find out how well their expectations were met. Customer satisfaction surveys are a highly effective and efficient means of gathering valuable feedback quickly and can be tailored to milestones in the customer journey.
A good question to ask customers is: ‘How likely are you to recommend our product to others?’ This is an example of a Net Promoter Score question, which rates customer satisfaction. Answers are based on a sliding numerical scale that gives valuable quantitative data for statistical analysis.