Customer satisfaction is the most basic objective of every small and big business. In a world beset with tough competition, identifying the factors affecting customer satisfaction has become the primary goal for businesses of all sizes. Once you understand the factors affecting customer satisfaction, it becomes easy for you to identify the impending problems in specific areas of your business. What’s more, it also helps you enhance the financial performance of your company.
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However, maintaining happy and satisfied customers is not an easy task. As a business owner, you need to constantly keep your fingers on the pulse of your customers to understand what they expect from you. You need to listen to your customers’ opinions and constantly meet their demands to understand their needs and keep them happy. At the same time, you need to understand how they perceive your brand to assure yourself that you have succeeded in making your customers fall in love with your business; this is where customer satisfaction surveys come into play.
Why Should You Rely on Customer Satisfaction Surveys?
Customer satisfaction surveys are conducted by brands to collect customers’ feedback (positive and negative) about their business. It not only helps you understand your customers’ satisfaction level with your business offerings but also helps you determine your best business practices. Additionally, it also helps you identify which aspect of your business is disliked by your customers and requires improvement. Considering the numerous benefits offered by surveys, businesses across the globe conduct customer satisfaction surveys on a regular basis to take their business to the next level. These surveys can also help businesses decide the FMCG categories they want to trade in.
Customer satisfaction surveys are essential not only to understand factors affecting customer satisfaction but also to let your customers know that you care about them and their opinion about your products and services.
Benefits of Customer Satisfaction Survey
Here are some noteworthy benefits of surveying your customers:
- Customer satisfaction surveys help you understand what your customers like or dislike about your business.
- By designing a survey carefully, you can educate your customers about new product launches and other important changes that you are introducing in your organization.
- By conducting a customer satisfaction survey, you allow your customers to interact with you so that they can inform you about their unpleasant experiences while dealing with your brand. It is important to keep yourself informed about the issues faced by your customers so that you can take the necessary actions to improve your service.
How do Businesses Collect Customer Feedback?
A lot of companies count on powerful customer feedback software to conduct different types of customer satisfaction surveys with ease. Client feedback software systems help you gather valuable customer data besides enabling your customers to share their feedback about your company’s products and services so that you can take the required measures to improve your business offerings.
A lot of CRM software solutions come with a feedback center to help you identify customers’ sentiments, as well as the changing trends in customer behavior so that you can take the necessary steps to win their hearts and keep them coming back.
In this post, we will help you understand how different types of customer satisfaction surveys help successful brands identify factors affecting customer satisfaction. So let’s shed light on the ten best examples of customer satisfaction surveys conducted by brands for retaining and satisfying their clients.
Different brands have different ways of gauging their customer satisfaction levels; however, the most popular types of customer satisfaction surveys are–
1. Product or Service Development Survey
It helps you comprehend your customers’ expectations for your future product launches. A product development survey helps you improve your concepts so that you can offer the best products and services that your customers want.
This is how Slack utilized customer feedback for its product development.
2. Post-purchase surveys
It helps you gauge your clients’ satisfaction levels with your business offerings. It also includes product/services delivery experiences, as well as the onboarding experience. A lot of eCommerce websites leverage this form of survey to reinforce their relationship with their customer base, and boost their online sales. Using a survey software, you can ask several questions to your customers, such as–
- How did they find your store?
- What motivated them to purchase from your store?
- Are they satisfied with your products/services?
- Are they happy with the overall buying experience? and
- What items they would want to purchase from your store?
This is how Airbnb conducts post purchase surveys.
3. Net Promoter Score (NPS)
It helps you measure your customers’ loyalty and their overall satisfaction with your brand and their willingness to recommend your business offerings to others. This popular form of client satisfaction survey is utilized by businesses across industries for identifying detractors who are likely to hinder the growth of your business by spreading negative feedback about your business.
NPS surveys are conducted via text messages, emails, or pop-up boxes on ecommerce websites.
Here’s how Drift conducts NPS
4. Customer Retention Survey
Forward-thinking businesses understand the fact that retaining an existing customer is more profitable than winning new customers. Therefore, customer retention survey is conducted by brands for maximizing client satisfaction and identifying unhappy customers who have decided to downgrade or leave.
Here’s an example of how Hubspot does it:
5. Customer Effort Score (CES)
This is yet another way of measuring client satisfaction holistically. The responses collected via CES helps you understand how much effort customers put forth to get their problems resolved. It also helps you ensure you are meeting your expectations.
Here is how Hotjar conducts CES:
6. Open-ended Questions
Brands also add open-ended questions in their customer satisfaction questionnaire to allow them to elucidate the reason behind rating you high or low. Adding open-ended questions also enable your customers to add free-form comments so that they can share their thoughts about your business in case you have missed asking any specific question on your questionnaire. The example of an open-ended survey question is — Do you have any additional suggestions about our online marketplace?
This is how Zomato does it.
7. Demographic Survey
It helps you categorize your data based on customers’ gender, age, location, old and new customers, and regular and occasional customers. The Demographic survey offers businesses with actionable insights so that you can make smart business decisions and boost client satisfaction. For example, a demographic survey consists of questions such as–
- Mention your age;
- Mention your gender;
- Mention your marital status;
- Your highest level of education; and
- Where are you from?
This is how Starbucks conducts demographic surveys.
Additionally, it offers multiple-choice questions and concludes the questionnaire with open-ended questions to satisfy time-sensitive consumers.
8. Behavioral Survey
This survey offers you insight into intended customer behavior. For example, it helps you understand if a customer will purchase from your company again, and if they will recommend your products and services to their near and dear ones. A behavioral survey consists of questions such as–
- Are you aware of the following brands?
- Brand X (b) Brand Y (c) Brand Z
- How often do you purchase a specific product category?
- Weekly (b) Every Month (c ) Never
This is how Amazon conducts its shopper surveys.
9. Attribute Survey
It helps you gauge specific elements of satisfaction for obtaining actionable data. For example, if you run a food joint, you might want to ask your customers about their experience with your quality of food, service, ambiance, etc. These attribute questions play a key role in identifying the areas of client satisfaction and dissatisfaction. In case the survey shows that your dissatisfaction scores for food quality are high, you can address the same with your chefs so that they can improve their culinary skills.
For example, Sodexo too uses in-depth questions for its customers for creating a positive customer experience. The feedback obtained from the surveys are used for customizing their menus and training processes.
10. Overall Satisfaction Survey
Many brands include a general satisfaction questionnaire to comprehend if their business is successfully pleasing customers across different areas such as, brand, product, services, and communication). For example, you can ask questions such as–
- How satisfied are you with our brand?
- Extremely Satisfied (b) Somewhat Satisfied (c ) Dissatisfied
This is how Skype conducts an overall satisfaction survey to understand its customers’ satisfaction levels.
Conclusion
So these are the different types of customer satisfaction survey examples picked by us. To build a successful business, it is imperative to identify the factors affecting customer satisfaction. Only a consumer satisfaction survey can help you understand your customers’ sentiments and where your business stands in terms of customer loyalty. At the same time, you should remember that gauging customer satisfaction should be a continual process. Your customers’ needs, perceptions, and opinions about your business offerings keep changing with time; therefore, you should conduct customer satisfaction surveys frequently for maintaining high-quality standards. An attractive introduction, interesting questions, and timely follow-up will go a long way towards creating an amazing consumer satisfaction survey.
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