Survey formats vary from company to company, but here are some key tips for creating an effective customer satisfaction survey for any type of business.
Keep it concise. Know exactly what you want to ask customers, and try to limit your survey to no more than 10 questions. The shorter the survey, the more likely customers are to complete it. Segment your questions by areas you find most critical, such as customer experience, product quality, and support. It’s also useful to include a question on overall satisfaction to get a comprehensive score, as well as a traditional Net Promoter Score (NPS) question. The NPS method asks customers how likely they are to recommend you to family and friends on a scale of 0 to 10. NPS scores reveal your company’s Promoters, Detractors, and Passives, allowing you to take appropriate follow-up action.
Add question logic. The most engaging surveys ask only questions that apply to the individuals responding to them. Optimize response rates by creating question groups with custom flows based on customers’ answers. For example, if a customer gives customer service a low rating, direct them to questions about wait times and staff friendliness. If a customer gives customer service a high rating, prompt them with an open-ended comment box to expand on their experience with positive feedback. Intuitive, logical question sequences ensure every question is relevant to the respondent, making customer more inclined to complete your survey.
Give it a personal branded touch. Your surveys should include company branding and use first names and personable language. This builds trust with customers and increases completion rates because customers know where it’s coming from and feel like their feedback is valued.
Ask for additional comments. Close the loop on your customer satisfaction survey by encouraging customers to leave open-ended comments at the end of your survey in addition to the scores they gave. This helps you better understand what they like or what went wrong so you can replicate positive performance or make improvements. Positive comments can also be used for marketing purposes: authentic testimonials from happy customers are the most powerful advertisements.
Make it accessible across all devices. Optimize your survey to be compatible with all web, tablet and mobile devices to provide a seamless experience to every customer no matter they are.
Track customer satisfaction trends. Monitoring scores over time helps you identify themes and gauge your progress. Compare satisfaction scores from one survey period to the next to measure any changes in satisfaction both company-wide and on an individual customer level. Use a feedback analytics tool to pinpoint the root cause of spikes or dips in satisfaction so you can take informed action.
BirdEye’s next-generation customer surveys are designed to fit the modern customer’s lifestyle. Businesses can easily design custom surveys to send via email or SMS in real-time. You can go traditional and calculate NPS, or go Millennial and send just one question at one critical moment. Maximize response rates with advanced skip and display logic, and find the “why” behind your scores with deep feedback analytics.
Learn more about BirdEye’s customer surveys.