Creating a Satisfaction Survey

Every product or service is built to satisfy its customers. The purpose of every product is to solve a problem or fulfill a need. Products and services revolve around customers, and every department in a company works to improve the customer experience and boost customer satisfaction.Creating a satisfaction survey allows us as business owners to get feedback on the customer experience in our organization, and to learn where we can still improve.

Creating a Survey: Where It Begins

Creating a survey The customer journey begins with the customer’s first contact with the business and continues long after they become a regular customer. Their satisfaction will determine whether or not they develop loyalty to the business.

Reviews and feedback are two of the most vital ingredients for business growth, and it’s important to do everything possible to give customers the best possible buying experience.

Which raises the question: if our customers’ satisfaction is so important, why don’t most business owners consult them? One answer is that they simply don’t know how.

How Do We Know If the Customer Is Satisfied?

So how do we know whether our customer is satisfied or not? What should guide our decisions on how to improve and what to change? It’s important to align expectations and gain a deep understanding of what the customer clearly wants.

A satisfaction survey is a key tool that drives important business decisions. In this article, we’ll go over the questions asked in a satisfaction survey and present examples of different satisfaction surveys.

If we want genuine feedback on our customers’ satisfaction, we need to ask the right questions in the right way. Below is a range of questions we recommend including in a customer satisfaction survey.

Product Usage

When building a customer satisfaction survey, it’s important to gather comprehensive, useful information. If the data isn’t collected thoroughly, it will be hard to assess and understand customers’ needs and provide them with effective solutions.

Here are questions you can include when creating a survey:

• How often do you use the product or service?
• Has the product helped you achieve your goals?
• What is your favorite tool or feature of the product or service?
• What would you improve if you could?

Creating a Demographic Survey

Customer demographics are essential for marketing and sales teams because they make it easier to segment potential customers. A document that profiles customers in detail lets the marketing team map the target audience more accurately. Marketing and sales teams can then use this information to attract leads and convert them at higher rates.

Here are some questions you can ask customers when creating a satisfaction survey to get a more accurate view of your customer demographics.

• How old are you?
• Where do you live?
• Male / female?
• What is your employment status?
• What is your marital status, and do you have children?

It’s important for a satisfaction survey to be inclusive and easy to complete. There’s no need to force users to answer every question, and customers should be able to skip a question if they don’t feel comfortable sharing. The goal is to get honest, reliable information without compromising the customer’s comfort.

Customer Satisfaction Scale

Sometimes we want more precise answers about a particular part of the customer experience in our business, or to ask about specific processes. In these cases, it’s important to be direct with customers and ask them plainly how they feel.

Before creating a satisfaction survey, it’s important to set a clear measurement scale.

• On a scale of 1 to 10, where 1 is completely dissatisfied and 10 is very satisfied.
• The customer is given a short list from which to choose answers ranging from “very dissatisfied” to “very satisfied”.
• The satisfaction scale can be built from images or emojis representing customer satisfaction or dissatisfaction.

Open-Ended Questions – How to Run a Satisfaction Survey the Right Way

Open-ended questions let respondents write their answers in a text box. This allows customers to express their opinions fully in their own words, rather than choosing from responses pre-written by the company. Satisfaction surveys of this type are harder to analyze and take longer. At the same time, they encourage customers to be candid and give them the freedom to address any topic. Here are open-ended questions you can ask when creating a satisfaction survey:

• Describe how you feel about (company name / service name)?
• How can we improve your experience with our service / business?
• Which product do you use the most, and why?
• How can our employees improve?
• Do you have any other comments for us?

Follow-Up Contact

In the final part of your satisfaction survey, it’s a good idea to ask customers whether they’d like to be contacted again with a survey like this. This question tells you who is interested in participating in the future and who isn’t. Such a list is especially useful when you make changes and want updated feedback from the same customers you surveyed before.

• May we contact you again in the future?
• Would you like to take this survey again in the future?
• If we update things (services / products), may we contact you again for your feedback?

Measuring Satisfaction

Measuring customer satisfaction can be hard to manage, and too much information can sometimes be confusing. That’s why the questions in a satisfaction survey need to be efficient and uncover valuable customer insights.

Below are examples of satisfaction surveys conducted by large, well-known companies around the world.

CI Meida Shivuki is the leading company in survey creation, as well as in customer experience and satisfaction surveys.

Satisfaction Survey Examples