The customer satisfaction survey is a great tool to identify if your company’s target audience is satisfied with the services you develop. It also helps to explain why the results often do not correspond to the consistency of the activities. By analyzing the extracted information, the company can better map the customer journey, refine strategies that work, and restart those that lack consistent numbers, all based on secure data.
To help your business improve its loyalty rate, here are 7 tips on how to conduct an effective customer satisfaction survey. Keep reading and check it out!
How important is it to conduct a customer satisfaction survey?
To begin with, we can highlight the main function of business activity, which is to meet the needs and satisfy the wishes of customers. In addition, with competitiveness and the law of supply and demand, consumers can migrate to competitors if their expectations are not met. With this statement, it is possible to infer that the number of sales is directly related to this satisfaction, which is not entirely true.
While these numbers are good, it may be that the company is not working to its full potential to serve well and eventually leaves part of its market share behind. As a result, customer satisfaction surveys serve to measure how efficient your actions are, what improvements can be implemented, and what your target audience really wants.
How can we do a customer satisfaction survey?
Most companies – at least the most dynamic and bold ones – want to achieve excellence in their operations. The audience and satisfaction survey is a tool that aims to reach this level, but to this end, it needs to be well structured and planned in order to gather more accurate and relevant data. Now is the time to unveil the 7 key steps to take for a good customer satisfaction survey. Keep following us and check it out!
1. Measure overall satisfaction
To properly target your research and extract relevant information, it is interesting to start by measuring overall satisfaction. The idea is for the customer to give a concrete opinion about the service provided. This can be done by asking a simple question, for example: how satisfied are you with service X? This gives you a sense of the quality of service developed in the eyes of the customer – which will help point out the chances of customer loyalty.
2. Use the NPS method
Net Promoter Score (NPS) is one of the smartest and most efficient ways to measure customer satisfaction. The easy application is one of the advantages of the metric, not being laborious for the company nor for the customer, which only needs to answer a few simple questions. NPS works as follows: you create one or several questions for the customer to answer on a scale of 0 to 10, with 0 “never recommending” and 10 “would definitely recommend”. The NPS scale should be divided into three groups, they are:
.promoting customers: those who grade 9 or 10;
.passive customers: those who grade 7 or 8;
.detracting customers: those who rate it 6 or less.
From the following groups, detracting customers are the most concerned because they signal clear signs of dissatisfaction. Their attitudes and opinions contribute negatively to the company’s reputation, even causing new customers to be alienated.
3. Perform online assessments
Today, if there is a place where opinions echo is on the internet. Many brands, companies, programs and people are driven to success or failure due to discussions started on the big network.
Therefore, applying an online satisfaction survey is crucial for a company that wants to stay strong in the 21st century. By developing consistent, high-value work, a brand can not only derive its customers’ best opinions from online reviews, but can instantly improve its reputation.
When a customer is happy with a business and answers an online questionnaire, their chances of sharing this joy with friends on social networks are high, turning the search into spontaneous advertising.
4. Train employees
Employee training and continuous improvement are values that must be rooted in the company’s culture in order to improve overall quality, from production to customer service. For research, this would be no different.
Therefore, previously train the team that will make the questions – according to the research model adopted – and those responsible for the survey and tabulation of the answers. In addition to technical competence, these professionals may have the feeling of evaluating subjective aspects and further enriching the data gathered.
5. Ask the right questions
For a more informative approach, elaborate quantitative and qualitative questions, aiming at the aspects that need evaluation. Therefore, they must be elaborated according to the particularities of each business model. The most common – whether or not using the NPS system – are usually:
.what is the level of satisfaction with the company?
.what is the degree of satisfaction with the service, price, hygiene, .quality of the product etc.?
.how likely to recommend the service to a friend?
.did you have any problems during your service?
.has the problem been completely resolved?
.would you buy back from the company?
6. Choose the ideal model
There are several types of research, each one best suited to the sector and ideal audience of the company. Formal models are generally well accepted by institutional project customers, while informal models – with or without gifts – generate good response numbers for e-commerce and fast food. However, any business can – and should – choose a model and apply research to measure the satisfaction of its consumers and users. The top 4 of them are:
.NPS – which we dealt with previously;
.customer satisfaction surveys – how customers perceive the quality of communication, the channels offered, and the employees who provide the information;
.satisfaction surveys with products and services – assessment of the perception and quality of what is offered to the customer;
.company-positioning evaluation surveys – how the consumer sees the brand and whether there is ideological and cultural alignment between them.
7. Be fast
The common desire is to gather as much customer information and detail as possible, but the larger the questionnaire, the greater the public’s loss of interest and filling out may be abandoned in the middle of the survey. So be brief and choose more targeted and accurate questions to gather the data you need and maintain fill rates as well as user satisfaction with brand contact.
These were some essential tips on how to develop a great customer satisfaction survey. Interestingly, such actions are implemented in closed periods, for example every three months – or when the company’s results do not live up to expectations. Then analyze the information presented and increase the satisfaction of your customers.
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The VMI Portal is a portal of news and information on systems of collaboration between suppliers and customers, which is growing continuously. The idea is to promote and disseminate the concepts of Supply Chain Management (SCM) and Vendor Managed Inventory (VMI), among other topics.