How to Develop a Successful Customer Satisfaction Survey

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Every business wants to be able to say they offer superior customer service. According to Multichannel Merchant, businesses looking to boost customer satisfaction must have some method of tracking customer satisfaction. Larry Freed observes, “If you don’t measure customer satisfaction, you can’t reliably know what to improve.” One of the best methods of obtaining customer feedback may also be the simplest: just ask.

An effective and well-crafted customer satisfaction survey can provide insights into how well your business is serving its customers. The first step to developing such a survey is to take some time to define exactly what type of information and feedback you’re looking for.

Once you establish those guidelines, it’s time to develop questions that will elicit that information from your customers. For example, you may wish to include some open-ended questions as well as an “Additional Comments” section to make sure customers can give you all of the relevant feedback you need to improve customer satisfaction surveys.
Typically, customer satisfaction surveys include three questions types. Customers will have a chance to provide overall company ratings, ratings of specific aspects of service, and demographic information. Demographic information provided via the customer satisfaction survey enables you to evaluate survey results by segments and sub-segments of your customer base. Knowing which customers have certain issues enables you to adjust your business strategy accordingly.
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Most effective customer-satisfaction surveys take less than fifteen minutes to complete, and many of those take less than ten minutes. The average response rate of surveys completed is about 10-15%. Most companies’ response rates on customer-satisfaction surveys fall within this range. You may be able to increase your response rate by informing respondents how long the survey will take, as well as by offering an incentive for participating.
You should also consider enterprise feedback management (EFM), or enterprise-level feedback management tools. The ability to use software to centrally manage the distribution of your surveys as well as disperse authoring and analysis throughout your organization will also increase the effectiveness of your customer feedback. Enabling your business to effectively respond to specific customer feedback will improve your customer service.
Using the very valuable information customers (and even front-line employees) provide can position your organization for success. There’s no need to guess when it comes to customer feedback. Using customer satisfaction surveys and Enterprise-level feedback management enables businesses to gather quantifiable data they can use to make strategic improvements.
Author Bio
Jennie is a customer service consultant and author. Away from the office she enjoys spending time with her beautiful daughters and wonderful husband.

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