Types of Customer Satisfaction Surveys for Deep Insights


How to know what your customers think about your company or product or services? How sure are you that your customers are getting what they want from you? What marketing strategies are giving you the maximum rewards? You can get a sure shot answer to all these important questions by using a simple customer satisfaction survey for better and deeper insights.

Receiving feedback from customers is essential to keep up with the ever increasing customer driven market. It gives a business the desired growth and competitive edge. Getting effective feedback from the customers on what they like or dislike helps you deliver the solutions they want from you.

Customer satisfaction surveys are general feedback surveys that help you understand your customer’s sentiments related to all your products and services. Collect responses are then analyzed and acted upon for deeper understanding and planning.

There are different types of customer satisfaction surveys such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Survey) or CES (Customer Effort Score). They all are equally important and play a crucial role in determining what the customers are wanting.

CSAT

Customer satisfaction survey is a feedback survey that will ask the customer how satisfied they are with your products or services. It usually consists of one question that covers everything that a company wants to know about customer satisfaction.

The question asks, how would you rate the overall satisfaction with the products/services that you received?

The customer is then given a multiple choice of five to choose from which are -

1. Very Unsatisfied

2. Unsatisfied

3. Neutral

4. Satisfied

5. Very Satisfied

If your customer rates option 1 or 2, it is an indication that your services are not up to the mark, if they choose option 3, they basically are indicating that you need to improve your services and if they choose option 4 or 5, it means they are satisfied with your services. You need to make sure that customers choosing option 3 are converted to satisfied customers and customers rating option 1 or 2 be given priority over everyone else.

This is how you calculate your score -

Take the total number of satisfied customers and divide it by the total number of survey respondents, multiply it with 100.

For e.g. if you have 150 total survey responses and you 70 of them are satisfied or very satisfied with your services, the score turns out to be 46.66%.

NPS

Net Promoter Score is a registered score which was introduced by Fred Reichheld in 2003. It is still one of the most recognized and valuable tool for measuring customer satisfaction. After you collect responses, the score calculated tells how much loyal customer base you have managed to achieve till date. It is a metric that tells if your customers will walk in again in your store or not. If or not they will act as brand custodians for your brand or will bad mouth your brand to others.

The question asks, on a scale of 0-10 how likely are you to recommend our product/service to others?

Here is how the scale works -

·        0-6- Detractors, these are customers who are extremely dissatisfied with your brand and will bad mouth your product/services.

·        7-8 Passives, these are customers who are satisfied but will not be motivated enough to act as promoters.

·        9-10 Promoters, these are customers who are extremely satisfied with your brand and are super enthusiastic to promote your brand to others. They are your long term repeat customers who should be carefully dealt with in order to maintain their loyalty.

This is how you calculate NPS -

Simply subtract the percentage of detractors from the percentage of promoters; the resulting value is your net promoter score. One should make sure it is always a positive number.

For e.g. if you have 150 responses, 30 voted between 0-6 and 45 voted between 9-10, your net promoter score comes out to be 10.

·        Detractors - 20%

·        Promoters - 30%

·        Passives - 50%

CES

Customer Effort Score is yet another metric that measures customer satisfaction for deeper insights. This is a slightly different metric that measures how much effort the customer had to put in order to interact with your product/service.

Again it asks one question, how easy was it to get what you wanted?

The responses are as follows -

·        Very Easy

·        Easy

·        Neutral

·        Difficult

·        Very Difficult

Apart from these three popular customer surveys, there are other feedback gathering surveys as well that are mobile app survey as well as online survey. These can be post purchase survey, product satisfaction survey or product development survey etc.

A Post Purchase Survey as the name says is sent to the customers after they buy a product or a service from a company. They are meant to understand the customer’s behavior post their purchase. These kind of surveys are more specific and to the point to get accurate data. One can collect response to know the quality of the product or services, how the products are performing, how is the after sales service etc.

The question can vary from company to company, but it generally involves a single question that is open ended, and asks how satisfied the customer is with the products they purchased.  

A Product Development Survey is a survey that tries to gauge what the customers want from the company in the future. It helps them make future product development strategies and ideas based on what the customers filled in at present. This is basically the first stage in the new product development strategy and is better known as concept testing. Any brand would only want to invest in a product that will be successful over the years, and give a desired return on interest on the company’s resources and time.

 All these surveys are beneficial to the company when they want to know their customer better, improve on their responses. There are many feedback applications that are in market these days for solving the purpose of customer data collection. Be it any mobile app survey or online survey data collection application, customer satisfaction is of uttermost importance to remain ahead in such gripping competitive environment.

 

https://cviewsurvey.com/#/blog-details/7/Types%20of%20Customer%20Satisfaction%20Surveys%20for%20Deep%20Insights

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