The only thing worse than not conducting customer satisfaction surveys in the first place is actually conducting the survey but wasting your customers’ time by asking the wrong questions.
If you’re reading this, I’m assuming you are one of the awesome folks who are already conducting (or thinking about conducting) customer satisfaction surveys. But let’s make sure you’re asking your customers the right questions so you can get the most out of your survey results.
That being said, I’ve put together a handful of questions you should be asking your customers and why.
Were you satisfied with your most recent interaction with our company?
This question is cutting right to the chase. It’s asking your customers paint-blank if they were satisfied with with their most recent interaction with your company. This is the most honest way to know if the service you’re providing to your customers meets their expectations.
How would you rate the value for money of our product (or service)?
Pricing of a product or service and the perception of value are tricky things to perfect. Especially in the early days when you may be trying to find the perfect balance between pricing your product at a price that your customers will feel comfortable paying and making ensuring those prices meet revenue goals and/or reflect the brand you are trying to portray .
How likely is it that you would recommend our product to a friend or colleague?
What customer satisfaction survey would be complete without a Net Promoter Score® (NPS) question? An NPS question is designed to understand and determine if the survey respondent feels favorably about your company (or in this case your product) and if there are willing to recommend you to a friend or colleague. The importance of this question may not be apparent at first, but once you realize that word of mouth is probably your most important avenue for acquiring new customers (not to mention the cheapest!), you’ll then see that ensuring each survey respondent
Provide any other comments or questions.
This one is not so much a question as it is opening the floor for unrestricted feedback from your customers. As much as we would like to know every possible question to ask with every possible answer choice, a more efficient approach is letting your customer tell you exactly what they have in mind. Of course, open-ended questions aren’t as efficient to process as it takes an actual human to read the response, so at Survey55 we decided to tackle this by using sentiment analysis to quickly and easily tell you if an open-ended question’s response is positive or negative.
There are many more questions that you could ask in your surveys that are more specific to your business. You want to keep your customer’s time and attention span in mind when you decide to add more questions to your surveys to avoid incomplete or skipped surveys.
The ultimate goal of a customer satisfaction survey is to ask the questions that tell you if your business is satisfying EVERY customer and providing them a top-notch experience when interacting with any aspect of your business. With these survey results, you can take action and improve your conversion rate, boost engagement, increase revenue or accelerate any other key performance indicator in your business