How to Create a Customer Satisfaction Survey
The customer satisfaction survey is a tool for gathering data that helps us understand the qualitative and quantitative opinions and impressions of our customer base.
Part of your service is feedback, which drives the continuous improvement of your business. Let’s start with what a survey is: a basic, simple, and useful form of research when it comes to making decisions about changing or improving a service.
The customer satisfaction survey is a tool for gathering data that helps us understand the qualitative and quantitative opinions and impressions of our customer base. Among other things, it lets us analyze their purchase experience, their impressions, and their assessments of the brand and the service, in order to draw conclusions and results from which we can build the right marketing strategies.
Read: Why should I survey my customers? It’s crystal clear!
The first step in how to create a customer satisfaction survey is knowing what the goal of the survey is, and from there asking the right questions to measure current service and quality. The document you end up with will be a starting point that helps shape action and fill it with economic, time-based, and resource-based meaning.
When creating and designing the satisfaction survey, we must keep in mind these factors, which will be key to success or failure:
- Segmentation: this is the foundation of a survey. Defining the target of the effort and correctly segmenting your customers is the most important thing for successfully running the survey. The segmentation you carry out will shape the content, focus, and tone of the satisfaction survey, which in the end will give you a survey that generates value.
- Question design: at this point we discuss the different types of questions, whether open/closed, dichotomous, or multiple-choice. It’s important to know them so you can apply the best one to the different possible cases and consider which questions you’re going to ask. We often complicate things by asking an open question instead of a dichotomous one, which ultimately saves us time when it comes to analyzing the collected data.
We start by defining which piece of data we want to obtain, and from there we formulate the question that the customer can answer most clearly.
- Focus: each survey must be clear and focused on a single objective, for example, measuring “food quality” in the case of a restaurant. In the case of a store, “the quality of the clothing and/or item for sale.” It’s very important to be clear and concise. Most of the time, to save effort and time, we end up creating a very long survey that covers too many topics, and in the end the customer either doesn’t complete it or gets confused by the questions.
- Execution: how we bring the survey to life is also a very important factor. Creativity, design, the language used, the right tone, and the simplicity of the questions will make the difference.
It’s recommended that you ask many questions, because asking many specific questions instead of one general question not only makes it easier for your respondents to understand and answer, but also makes it simpler to analyze the data obtained and act accordingly. Was the wait time between one dish and the next well coordinated? Did the server tell you about the daily menus? Could you answer all the questions? Did they take your order quickly? Be careful not to ask too many questions, since consumer response rates drop when a survey becomes somewhat “heavy.” If you have a lot of questions, it’s important to create different surveys and rotate them so you can learn everything the customer thinks without overwhelming them with so many questions.
Read: The most important person in your business: who is it?
If you’re looking for tools to create surveys, at TU GIMNASIA CEREBRAL you’ll find 11 Websites to Create Online Surveys, which will help you find the best options for running surveys.
Creating a satisfaction survey isn’t hard, nor is it impossible. It’s a matter of having clear goals so you dare to get better at what you do. It’s time to make the decision to get to know your customer and the service you offer, so you’re always in constant change. Satisfaction surveys must lead to action once you have the information, because there’s no point in listening without acting, all with the goal of improving to build loyalty for our brand. With EVAA you can create your satisfaction survey in minutes, with AI or ready-made templates, and share it via QR, web, email, or app, with real-time alerts when a customer is dissatisfied.
And you? Are you ready to offer the best?