Regardless of where in the world the companies with the best customer satisfaction and positive feedback are located, they all have one thing in common that make them successful: they care a great deal about their customers and make sure they ask their customers the right questions for feedback to measure the customer satisfaction.
A customer satisfaction survey is the best way to find out just how satisfied your customers are; it can also tell you if you need to improve your product or service and what you need to do to meet your customer’s’ needs and requirements. You are also able to identify the customers who really love your product and therefore are possible advocates.
So which questions should you ask?
It depends entirely on your business and the service your offer. If you run a brick-and-mortar store with camping gear, your customer satisfaction questions will be different from an online store selling pet accessories. There are some universal customer satisfaction questions you might find useful:
- Are you satisfied with the quality of our product/service?
- How easy to navigate is our website?
- Why do you choose us over the competition?
- What do you suggest that we improve?
When it comes to surveys, well-written questions are key to collecting useful feedback and conducting proper measurements. For you to prepare great customer satisfaction questions you should:
1. Ask only questions that serve a purpose. Avoid unnecessary questions. The fewer questions you have the better the chance that your respondents will take their time to answer your questions.
2. Use clear and understandable words. There is a risk that your respondents won’t finish your survey if you use language that is too complicated or technical. Or they just give a random response as they haven’t actually understood the question.
3. Try to be as neutral as possible and avoid leading questions. Don’t ask “how do you find our professional sales team?” Instead, ask how the respondent finds your sales team. Period. No “professional”.
4. Ask your respondents to rate their answer if you want a better insight. Instead of using a yes or no question to ask if they find your staff friendly, you could ask them to rate the staff’s friendliness on a 0-10 scale. This way you get more detailed information about overall customer satisfaction.
Did you know that it is 7 times more expensive to get new customers than it is to keep an existing one? Furthermore, 78% say that they have left a company because of poor service and chosen a competitor instead. So start asking right questions to measure customer satisfaction with surveys and stay on top!