Types of Customer Satisfaction Surveys
A customer satisfaction survey, or customer feedback survey is both the name of a specific type of survey and the general term for any survey that seeks to understand customers’ sentiments related to your products and services. The customer survey questions are designed to draw out piercing responses that can be analyzed, organized, and acted upon for higher-quality service and solutions.
Every product or service is made for its customers. It's created to either solve their problems or fulfill their needs. Your product or service revolves around your customers and their experiences, and every single day, you're making significant efforts to provide them with a positive experience.
This journey of providing your customers with a positive experience starts from the moment they land on your website and extends beyond the moment they become your customer. Your customers' opinions and feedback are one of the most essential components for the sustainability and growth of your business and are considered important throughout the customer lifecycle.
A customer's experience and feedback should be the only factors that validate important decisions within your business.
A.] Customer Satisfaction (CSAT) Survey
A CSAT is the eponymous customer satisfaction survey that directly asks customers about their satisfaction level with your service or solutions. It usually consists of a variation of a single question:
How would you rate your overall satisfaction with the products/service you received?
Then, the customer is given one of five choices to choose from:
1. Very unsatisfied
2. Unsatisfied
3. Neutral
4. Satisfied
5. Very satisfied
B.] Net Promoter Score (NPS) Survey
The Net Promoter Score (NPS) survey is one of the most valuable and most famous. NPS essentially measures the loyalty your customers have toward your brand and if they’ll spread the good word about you to others.
This survey asks just one question:
“How likely is it that you would recommend our company/product/service to a friend or colleague?” Break down the results of an NPS survey:
Detractors - strongly dissatisfied with your services or products
Passives - satisfied but not motivated to promote your business
Promoters - most enthusiastic customers who are excited to share your products or services with their network
C.] Customer Effort Score (CES) Surveys
Customer effort score (CES) surveys measure how customers feel about the amount of work it took for them to interact with you and your customer service or support team.
Question asked: “How easy was it to get the help you wanted from us today?”
Then you may provide a shortlist of responses, like:
- Easy
- Difficult
- Not sure
Some companies go the extra mile and add in a clever open-ended question that follows these choices, asking respondents to “briefly describe why you chose your selected number.”
D.] Post-Purchase Survey
A post-purchase survey is sent after customers buy a product or service from your company. They’re meant to gauge the experience customers had during their transactions.
This survey can determine 3 things:
- Quality of customer service.
- Quality of checkout.
- Quality of products.
E.] Product Development Survey
A product development survey is unique in that it tries to understand what customers want in the future, instead of how they feel in the present.
F.] Usability Surveys
Usability surveys, or user experience (UX) surveys, are used to understand how easy or difficult it is to navigate your product, app, service, website, or any other customer-facing solution.
It’s most commonly used on websites, and many companies include these surveys as a popup shown to customers who are browsing.
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