What is a customer satisfaction survey?
A customer satisfaction survey helps a company measure customer happiness, find unhappy customers, and discover potential brand advocates. Typically, an effective customer satisfaction survey includes 5-10 questions about service delivery or product quality, customer experience, and overall satisfaction. The most effective surveys also tend to use rating scales of 1-10. This scale allows companies to monitor fluctuations in satisfaction over time, as well as track progress by measuring the impact your customer experience improvements have made.
Happy customers are extremely valuable. They have higher customer lifetime value and are likely to purchase from you again rather than defecting to competitors. Unhappy customers, on the other hand, are unlikely to buy from you again. In addition, unhappy customers often spread negative word-of-mouth about your brand: a dissatisfied customer will tell between 9-15 people about their experience, and around 13% of them will tell more than 20 people (White House Office of Consumer Affairs).
Companies use survey responses to follow up with their happiest customers to turn them into advocates, and reach out to their unhappiest customers to fix problems and turn them into loyal customers.
The main goal of a customer satisfaction survey is to yield actionable insights from customer feedback that can be used to drive meaningful operational improvements and enhance overall customer experience.