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How to design an effective customer satisfaction survey?

How to design an effective customer satisfaction survey?

It can be hard, but you can’t run your business on the assumption that customers are 100% happy with your business. If you want to find out what your business is missing, you should simply go an ask to your customers. Customer satisfaction surveys are a great tool to do so, as they can help to gain crucial information on key aspects from your customers.

According to statistics, businesses that measure customer satisfaction are more successful than those who don’t.

Why? Because if you find out what your customers think about your business, then you can:

1. Improve the quality of products and provision of services


The objective of any business is to not only to generate profits but also to provide quality goods or services. Via the survey, you can determine if the products you are offering meet the customer’s expectations or they are below par. If the latter is true, from the survey you will have conducted, then you can act on such information by improving on the area that has been highlighted. With improved services and products, it’s only a matter of time before you see ‘crowds’ throng your store.



2. Boost sales


Through adhering to what the customers have highlighted as working and rectifying what they’ve identified as wrong, you are on a definite path to create and deliver  products and services that your customers will love. As a consequence it is just matter of time to see an up-lift in your sales.


3. Increase customer life time


The fact that you have gone a step further to get feedback from your customers, it’s evident that you are keen on maintaining them. Moreover, it shows you are open to listening to their opinions and suggestions if any. If the customers see that what they had suggested has been implemented, they get a sense of belonging in the business. It’s embedded in our nature as humans to value whoever values us.



4. Improve customer experience


As mentioned above, there are key issues your customers will identify as either good or bad. In both cases, you can improve the customer experience that goes a long way in cementing a loyal clientele.



5. Keep track of customer satisfaction


The aim of these surveys is to identify whether your customers are happy with service delivery and quality of goods provided. Consequently, by finding out what makes them happy, you can create a strong brand which is essential for your business to thrive.



Now that we have established the importance of these surveys, how can you make one that will you give the best results?



A) Clearly outline your goals


As you prepare the survey, it is fundamental that you bear in mind the end result of your survey. Do you intend to increase brand awareness? Do you intend to improve the quality of your services or products? In the case of the former, you will be tied to questions revolving around NPS. On the hand, for the latter, you will ask questions that are geared towards improvement.



B) Use the right words to ask


Pay keen attention on how you phrase the questions in the survey. Don’t just copy and paste. The language used in the survey should be polite and interrogatory. Furthermore, the words need to be easy to understand. Avoid jargons! Simple language will yield reliable data.



C) Avoid bias questions


The questions in the survey should be presented in an unbiased way. They shouldn’t be set in a manner that seeks to direct it obtaining ‘amazing’ feedback. The data should be raw and show the true sentiments of your customers. The survey should be set from a neutral point of view.



D) Which customers will be surveyed?


A survey involves a given sample space. Therefore, you should choose which group of customers you want to involve in the survey. Is it the regulars or the first time customers? However, you can decide to carry out the survey based on all your customers.



E) How to carry on the survey?


It is important to identify how you will administer the survey and how you will collect the data obtained. You can ask for feedback through emails; which are simple and gives you deep insights. Alternatively, if you deem yourself ‘chatty’, you can use live chats where you’ll ask your customers a series of questions.


F) Should the feedback be open to the public or private?


Public feedback, mainly reviews, is crucial as it helps in attracting more customers to your business. Conversely, the reverse also applies! If you get bad reviews, you lose potential customers. You should, therefore, decide if the feedback should remain private (within the business) or you want everyone else to view it.



G) Consider the frequency of your surveys


You don’t like to be pestered. You shouldn’t do that to your customers as well. Customers don’t want to be constantly bombarded with surveys. You should thus ensure that the frequency of administering the surveys is reasonable.

If you adhere to the outlined points above, you can be sure of preparing a survey that will yield reliable data! Good luck preparing your next survey!


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