Customer Satisfaction Surveys: Definition & Questions Examples

15 March ~ 11 min read 1085 views
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Claspo Blog Customer Satisfaction Surveys: Definition & Questions Examples

Have you ever heard about a customer satisfaction survey? One of the most important tasks of marketing research is to determine the factors that influence the consumer's decision to purchase your products or service. Especially if the company focuses on the quality of services and motives of consumer behavior in its marketing strategy.

But what standards will allow you to have maximum revenue and break away from competitors? What if your standards will really work for customer satisfaction? What will drive them to come to you again and again? Will they recommend you to their good friends? There is no other way than to find out from the buyers themselves.

Consumer behavior modeling provides a starting point and conceptual framework for analyzing purchasing processes. It is of practical value to marketing managers as it allows the development of the basis of a marketing strategy and can also be used as a predictive tool.

Loyalty has several definitions, but in any case, it is largely derived from customer satisfaction. Loyalty can be interpreted in different ways, for example:

  • Persuasion in repeat purchases
  • The willingness of the client to sacrifice something for the sake of his favorite brand (including the refusal to buy in the absence of a favorite brand)
  • Readiness to recommend the brand to acquaintances or friends

Thus, it makes sense to talk about loyalty when a certain level of customer satisfaction has been achieved and the topic of a customer satisfaction survey as a whole has been studied.


What Is a Customer Satisfaction Survey?

Customer satisfaction is primarily an emotional assessment of the interaction between the client and the supplier. Most often, it is based on a comparison of expectations and reality when receiving a product or service. If the experience is rated higher or equal to expectations, we can say that the client is satisfied, if it is lower, alas, the client is unsatisfied. The assessment of consumer satisfaction can now be made in accordance with modern recommendations of marketers and sociologists. The importance of this procedure cannot be underestimated since the success of a business depends on the client base and its expansion. Customer focus is the key task of marketing and business in general because a satisfied client becomes loyal, and this is the basis of stability and profitability.

In most cases, satisfaction survey research is carried out using customer surveys. Since customer surveys provide quantitative indicators of satisfaction, it is this approach that allows you to obtain statistically significant information and track changes in customer attitudes towards a product. Periodic measurements allow you to control the mood of customers and adequately respond to the indicators obtained in the course of marketing research.

Why Should You Use Customer Satisfaction Surveys?

When solving the issue of quality of services and choosing the most effective method is necessary to clearly distinguish between the concepts: “service” and “product”, “quality of service”, and “quality of goods”.

Today, the sale of many goods (especially when it comes to complex household appliances, cars, real estate, equipment, etc.) is accompanied by the simultaneous sale of certain services: delivery, after-sales service, repairs, etc.

At the same time, many experts argue that the process of selling goods has recently become more and more like selling services. What is the difference between these two types of sales?

Goods can be touched, felt, compared with other similar goods, choose what you like best. In this case, for a particular buyer, this will be an objective assessment.

Service is usually something promised that may or may not happen (for example, insurance, repair of purchased goods, equipment).

It is believed that the sale of goods is the end of the interaction between the seller and the buyer, and the sale of a service is the beginning of communication, especially if the service is provided by the one who sold it. It is assumed that having sold a service to someone, the seller will interact (communicate) with this buyer and even directly participate in this process. To become a master of selling a particular service requires serious immersion in its process, an understanding of the specifics, subtleties (the seller, in this case, becomes an expert in a certain area). Selling services is expert selling.

Almost every customer, when making a purchase decision, is in a state of internal expectation. They think that there might be better options that need to be seen. That’s the minute when your customers visit your competitors. 

Customer satisfaction is a powerful tool for increasing profits. It demonstrates the degree of trust in your activities and in your product. It is very difficult to overestimate its importance because it is the loyal and stable customers who work with you that bring companies about 90% of the income, despite the fact that their number does not exceed 15% according to statistics.

Types of Customer Satisfaction Surveys

So, how do you understand that your clients are happy, satisfied, loyal, and ready to suggest your services and products to their friends? Well, you have to run surveys to understand them. Here are the best four surveys that will help you to understand your clients. 

1. CSAT — Customer Satisfaction Score

Customer Satisfaction Score, also known as CSAT, is the customer satisfaction survey index. This is an indicator by which you can evaluate the quality of your company at all levels.

Often, business owners feel they are in control of their team and know the strengths and weaknesses of the company. But practice shows that such knowledge can be false, and weaknesses are revealed unexpectedly in the process of interviewing customers. Even employees who interact with customers every day may not adequately assess the position of the company due to their subjective perception.

To avoid misunderstanding about the processes of your own business, you need to communicate with customers directly. That's what CSAT is for. This score instantly identifies pain points and gaps in the work.

The CSAT may be in the form of pre-formulated statements that the client agrees or disagrees with. Examples of statements: "I am completely satisfied with the quality of service at all stages" or "The manager answered all my questions, and I was satisfied." A questionnaire with such statements can be given to all customers in an offline store or interview customers in a messenger using a bot.

CSAT Example.png

2. NPS — Net Promoter Score

Net Promoter Score, also known as NPS, is a metric specially designed to determine the level of customer loyalty to a product, brand, or company, as well as the willingness to recommend your product or service to friends, family, etc.

The essence of the index is that the client is offered a questionnaire with a single question: is he or she ready to recommend the company/product/service to friends or colleagues? To measure loyalty, a ten-point scale is proposed.

For the first time, the concept of such a loyalty assessment was proposed in 2003 by an employee of a consulting agency, Fred Reicheld. He was the first to think about the lack of a tool for measuring loyalty to companies from different industries or measuring this indicator among customers of different companies operating in the same niche. The advantage of the approach proposed by him is universality: each client can express his attitude by answering just 1 question.

Many companies use the Net Promoter Score as a tool to study customer loyalty. But it is worth spending resources on collecting and interpreting data in accordance with the proposed methodology only if the business owner is ready to act in accordance with the result obtained.

It is not enough to know the NPS. It is necessary to interpret it correctly and understand what led to this result. The right approach will help you find new ways to promote, connect other services, improve existing processes and prepare your business for innovation.

NPS Example.png

3. CES — Customer Effort Score

Customer Effort Score, also known as CES, is a customer service metric that measures user experience with a product or service. Clients rate their experience on a seven- or ten-point scale from "Very Difficult" to "Very Easy". This determines how much effort it took to use the product or service and the likelihood that they will continue to pay for it.

There is plenty of evidence that the simplicity of a given experience is a better indicator of customer loyalty than simply measuring immediate customer satisfaction (and customer loyalty is the true engine of business in our increasingly competitive environment).

That's why CES is a popular methodology used by teams around the world to work with clients. Instead of asking how happy the customer was, you ask them to rate the ease of the interaction.

CES Example.png

Types of Customer Satisfaction Survey Questions

The success of a survey is largely determined by what and how the customer survey questions are formulated.

Open Questions

Any extended response that is not planned in advance is expected. Part of open questions are questions that begin with "why". They have the goal of studying the motives of answers, for example, to the question: Why is foam needed when washing clothes?

Open questions require a detailed answer. In psychology, open questions are also called value questions, as they provide useful information to either the questioner (you) or both participants. Let's imagine the situation again. You ask the person you work with: do you see the prospects for our further cooperation? This is a closed question (you can answer yes or no). If the answer is yes, then most likely your interlocutor will not voluntarily develop the topic, and you will not understand exactly what the prospects are. But if you frame the question in a different way: we are already implementing more than the first project together, what other prospects for work do you see? In this case, you will give the interlocutor food for thought.

Closed Questions

The most widely used type of question in questionnaires, where the respondent selects one or more options from predefined answers. Because of its unambiguity and simple design, this kind of question is very easy, fast, and efficient to handle in any type of research.

Closed questions are indispensable in areas where it is necessary to describe a clear range of answers.

Dichotomous and trichotomous questions are suitable for a question with two or three answers, thus being the easiest questions for respondents (it is easy to answer a question with a choice of two possible answers).

To create a trichotomous one, a neutral answer option is added to the dichotomous question — if the respondent may have a problem with determining a clear position on the answer, you can offer him an additional neutral answer.

Semiclosed Questions

Give the respondent the opportunity to avoid choosing these alternatives by marking at the end of the list of answers such options: “I don’t remember”, “I didn’t think”, “I can’t answer” or answer in my own way in the line: “Something else” or “Other answers ", where space is left for writing answers, two or three lines.

Open questions, unlike closed ones, do not contain hints and do not "impose" any answer option on the respondent. Thanks to these questions, the respondents have the opportunity to express their opinion in its entirety, with all the details, so open questions provide richer information in content, unlike closed questions.

Final Thoughts

Increasing the number of customers is a strategic objective for the business. Therefore, the struggle for consumer preference is determined not only by the quality of products but also by the many points that the consumer faces in the process of buying a product/using a service. These are availability, operating costs, terms of product delivery. But first of all, the sympathy of the consumer can be won by high-quality service provided by the company's personnel.

So, a customer satisfaction survey is a correspondence between his expectations and real experience in the process of purchasing a product or service. For the company, marketing research of customer satisfaction becomes especially important to increase the competitiveness of the enterprise. In all methods, it is necessary to determine the needs of the buyer and then analyze the compliance of the proposed products with the needs of the client and identify the category of consumers. If this stage is completed and "own" consumers are identified, then they begin to directly measure customer satisfaction. Consumers themselves are the source of information.

However, there is such a thing as the degree of customer satisfaction. Agree there is a difference between a "completely satisfied" client and "just satisfied". The consumer, whose expectations were fully justified, will use the goods and services of the company he or she likes in the future and will become a “promoter” of the company among his friends and relatives. Therefore, increasing customer satisfaction is especially important. And, customer feedback survey, of course, helps the company to become better.