Top 5 Tips for Developing a Customer Satisfaction Survey
To continue with our discussion around CSAT this month, we have created our top 5 tips for developing a customer satisfaction survey below.
1. Make it easy and make the customer’s time a priority.
You’re asking a customer for a favour when you ask them to fill out a survey. Return the favour by making this process as easy as possible for them. What delivery method is most convenient for your customers? Studies show customers have a higher response rate with mobile and SMS based surveys (up to 20%!).
2. Keep it short and sweet.
Only ask questions on your survey that are relevant to your customers’ experiences with your company. The more personalised and concise, the better. Otherwise, you’ll lose their interest, or worse, annoy them. Be mindful of your customers’ time as well – the shorter the survey, the faster it is for them to complete it.
3. Rotate your questions.
Don’t ask questions without a purpose. The questions you ask should create results for the customer and your company. To ensure you create these results, rotate questions in your surveys. This will create a broad range of insights without burdening your customers with too many questions. For example, you may have 20 questions that you ask customers, but each customer individually receives a different set of questions, with only 5 questions per survey. This allows you to receive answers for all 20 questions, but customers individually only have to answer 5 questions each.
4. Make the questions personal.
Use your customers’ names so they know that you are speaking directly to them. Additionally, ask them about the exact experience they had by mentioning a particular product by name or a specific customer service rep by name. If you make questions personal, you will receive feedback that is specific to the interaction, relevant to the customer and employee, and highly actionable. Moreover, it shows that you view your customers as valued individuals.
5. Act on feedback.
The whole point of surveying your customers is to find out how you can improve services at every level. Once you receive feedback you can identify where problems are, thus you’ll have the ability to correct a problem or concern that is taking place.