How to create surveys for customer satisfaction


Surveys for customer satisfaction – when and why you should do them

Even businesses performing at their peak need to check in with their customers sometimes. One of the main reasons businesses fail is disconnecting with what their customers need and not adapting to changing behaviours.

Remember Blockbuster? They dominated the film rental market with new releases to watch from home. But when online rental businesses like Netflix came on the scene, they struggled to keep up with the competition and to adapt their business model for changing demands. Their prices weren’t competitive and people could get what they wanted more easily online.

With that in mind, here are just some of the benefits of checking in with your customers regularly:

  • nurture customer loyalty – learn what makes your customers happy and why they engage with your brand

  • make improvements – find out what’s not working and learn from it

  • identify patterns – spot recurring problems early on and take action

  • understand your customers’ needs – adapt your business where needed

  • get the edge over your competitors – keep your brand relevant and maintain market share

What is customer satisfaction…?

Customer satisfaction (CSAT) is a measure of how happy a customer is with your product or service. It can relate to their overall experience of buying from you and whether you’re delivering what they expect from you.

To measure customer satisfaction you can ask the following question as part of a feedback survey to find out your CSAT score:

How would you rate your overall satisfaction with the [goods/services] you received from us?

  1. Very unsatisfied

  2. Unsatisfied

  3. Neutral

  4. Satisfied

  5. Very satisfied

Your CSAT score is shown as a percentage, based on how many people gave you a score of four or five (satisfied and very satisfied). For example, if 10 customers out of 15 gave you a score of four or five then you’d have a 66 per cent satisfaction score.

…and what is an NPS score?

A net promoter score (NPS) is a popular customer satisfaction metric and can be used to understand customer loyalty.

It differs from CSAT as it’s more about how they feel about your business as a whole rather than a specific experience buying a product or using your service.

How likely are you to recommend [your business] to a friend or colleague?

Respondents answer between zero and 10 and can be split into ‘detractors’, ‘passives’, and ‘promoters’. Promoters give you a score between nine and 10 and detractors give a score between zero and six.

The NPS formula is:

% of promoters minus % of detractors = %

This video from the NPS creators Bain and Company explains more about how to calculate your NPS score.

What is a good NPS score?

An NPS score can range from -100 to +100.

Anything above zero could be considered good. However, a score above +50 is considered to be excellent, and above 70 is among the best. Meanwhile, 100 would be almost impossible to achieve.

You might also want to compare your NPS score with the average in your industry.

Find out more about measuring your net promotor score.


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