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The Customer Satisfaction Survey: Best Questions And Examples In 2021

Customer satisfaction survey representation with smiley faces

How badly do you want to know if your customers are truly satisfied with your services? So much you can taste it? If you’re like us, you must be pretty hungry then. Getting this qualitative data can be tricky. The success of every SaaS company lies in the hands of the consumer. A customer satisfaction survey is a lynchpin to developing a loyal, returning, and referring customer base.

This article details everything you need to know about the ins and outs of successful customer satisfaction surveys. 

We go deep here, explaining the purpose of customer satisfaction surveys, different customer satisfaction survey software, and several customer satisfaction sample survey questions. By the end, you’ll be brushed up on the topic and know what to do with it to improve your SaaS with the voice of the customer.

customer feedback software showing product decisions and customer sentiment

PSA 📣: Conduct More Customer Satisfaction Surveys

Whether you run a large-scale corporation like Apple or Amazon or are an owner of a local small business, you need to be utilizing a customer feedback survey. So, you may be questioning, “which of the following is the first step in developing a customer satisfaction survey?” 

The answer is simple: read this blog 🤣. Seriously though: Start with some background info. 

What Are Customer Experience Surveys?

Customer experience surveys allow for data calculation that will help measure customer satisfaction rates.

These surveys are often searching for data on how a customer feels about the service or product, the level of performance, and any suggestions on areas that need improvement and are a part of the user-centred design that is so prevalent right now. Customer satisfaction is incredibly important. 

Feedback-widgets-screen-recordings

Why Is a Customer Satisfaction Survey Important?

Customer experience surveys are essential for a few reasons. 

1. These surveys help companies gather information on how the public perceives their service or product.
2. Customer experience satisfaction surveys provide insight into how well a company is in terms of of product, experience, and service quality.
3. You can find areas of the company, service, or product that may call for improvement.

What Type of Survey Is a Customer Satisfaction Survey?

The most common forms of customer satisfaction surveys are short answer formats, multiple-choice, true-false questions, or a rating system. 

The design that best fits your survey will vary depending on the information you are looking for. If you want written opinions from your customer base, then short answer questions are the best fit. 

If you prefer to gather data by listing different service areas and asking how satisfied your customer base is, then a rating format may be the better option.

What Do You Ask in a Customer Satisfaction Survey?

What you ask your customer base can be the make or break of your data results. An excellent first step is developing a plan that demonstrates which data is most important and then forming your questions around it. 

Once you decipher which information will be most beneficial, picking questions will become easier. In fact, it’s best to set up a meeting agenda template with your hand-picked questions so that you make it a part of your regular customer success check-ins.

Here are some examples of customer satisfaction surveys from a few well-known brands:

Amazon

Amazon customer segmentation example

Lyft

Customer satisfaction question example from Lyft

Netflix

Example customer satisfaction survey from Netflix

Usersnap (surprised?)

customer satisfaction feedback widget that pops up after specific events

Are Your Customers Segmented Properly?

Accurate and effective customer segmentation is a crucial component to obtaining valuable feedback from your customer survey. 

So, how do you ensure you are using customer segmentation correctly? 

You can do so by utilizing the best practices based on interests, demographics, or user behavior.

What Is Customer Segmentation?

Customer segmentation is separating a company’s overall customer base into subgroups where each subcategory represents similarities its members share. This process allows for a better understanding of a company’s customer base. 

With a better understanding of each group, a company can assess how to better target its customers to maximize customer value and satisfaction. 

What Is the Importance of Customer Segmentation?

Marketing and content development departments can use data results of customer segmentation to address customers in a more effective and personal way. 

Identifying customer groups allows for ad copy, website copy, blog posts, and email copy to better target each group. 

segment customers based on paths taken in customer journey

When a company’s content and advertisements contain familiar language and graphics and address relevant pain points of its segmentation groups, a broader population can engage with the company’s services or products. 

When the individual needs and interests of each group are addressed in content, customers are likely to feel a greater connection to the company.

Best Practices and Examples For Interest-Based Questions

Psychographics are questions that explain why customers do what they do. These questions help pinpoint specific traits and behaviours of your customer segmentation groups. Psychographic questions present valuable insights into a group’s buying habits.

A few general examples of psychographic questions include:

1. Do you more often use your phone, tablet/laptop, or desktop when online shopping?
2. How many hours per day do you spend (activity relating to specific industry/product/service)
3. How important is sustainability when it comes to deciding between (product or service you sell)
4. What social media platforms are you visiting the most, and how long are your average visits?
5. When choosing (insert service or product), how much do a company’s morals and values influence your decision, if at all?

Demographic Best Practices and Examples

Questions regarding demographics are the most common and essential form of customer segmentation practices. 

Using questions that focus on demographics can help with establishing key characters that will separate each customer group. It’s best to keep these types of questions to the point and as inclusive as possible. The more inclusive the questions, the better the outcome of specific vital characteristics will be. 

A good suggestion for demographic questions is to make them optional to avoid any discomfort for the customers.

Here are a few general examples of demographic questions:

1. What is your age?
2. What is your highest level of education?
3. Where are you located?
4. What is your gender identity?
5. What are your preferred pronouns?
6. Are you married or single?
7. Do you have children? If yes, how many?
8. What is your average annual household income?
9. What is your employment status?

Product Usage Best Practices and Examples

Product usage questions allow a company to more accurately assess a customer’s needs and address problems with practical solutions. An example from Usersnap here:

Product feedback widget to understand customers

Understanding areas of your product or service that provide the highest customer satisfaction rate will tell marketers and content developers what to advertize more. 

Below are a few questions regarding product usage:

1. How often do you use (insert product or service)?
2. How long have you had/been using (insert product/service)?
3. Does the (insert product or service) meet your standards and expectations?
4. What other (insert product or service) did you consider before going with (insert product or service)? Are you satisfied with your decision?
5. What would you say needs improvement in our (insert product or service)?
6. What features are most valuable to you? What features do you utilize the least?

Are You Using the Best KPIs For Your Customer Satisfaction Survey?

Are you wondering how to measure customer satisfaction?

KPIs, or key performance indicators, are a tool for measuring performance. KPIs are important for understanding what target goals you need to meet and best supporting those goals. 

Three KPIs you will likely hear the most about are:

  • Customer Satisfaction Score (CSAT)
  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)

Net promoter score primarily focuses on customer loyalty. 

Customer effort score mainly focuses on measuring how easy it is for a customer to communicate with a company. The most commonly used KPI for measuring customer satisfaction is the CSAT.

CSAT

CSAT, or customer satisfaction score, is a commonly used indicator of product quality, performance, and customer happiness. Some of the capabilities of CSAT for product management include:

  • Data measurements are easy to capture and distribute via rating formats.
  • CSAT questions require minimal effort from the customer, which reduces the chances of boredom, burnout, or unfinished surveys.
  • Data is easy to digest as it comes back in percentage form.
  • CSAT is quickly and widely recognizable by both businesses and consumers.

When and How to Measure CSAT

Now that you know what CSAT solutions are, you need to know how to use them at the correct times. You can use these sort of CSAT questions anywhere across the customer journey.

Website feedback improves the user journey

Some of the most effective times to throw out CSAT questions are at the end of a transaction, after a renewal, after a customer service interaction, after initial onboarding, or after a product arrives at a customer’s business or home. 

Rate satisfaction of customers after purchase

How you approach formatting CSAT questions is essential. Remember to keep the questions quick, simple, and relevant. 

Examples of question topics include:

  • Responsiveness
  • Professionalism
  • Level of knowledge
  • Quality of service
  • Effective communication
  • Effective problem resolution
  • Timeliness

A basic but effective rating template can include these choices: very satisfied, satisfied, neutral, unsatisfied, and very unsatisfied.

CSAT Scoring

Calculating a CSAT score takes nothing more than some simple math. 

To get the overall percentage of customer satisfaction, you take the sum of all positive scores, divide it by the total number of responses, and multiply that number by 100. 

At Usersnap, we offer a trustworthy platform to help you gather this customer satisfaction data.

“Besides NPS, CES and CSAT, there is one more customer satisfaction related KPI that is relevant to businesses that are just starting out: product-market fit. It’s not very common to measure it via a survey, but we have found Superhuman’s method for this super useful and have run a survey similar to theirs to understand our product-market fit.”

– Katheriin Liibert from Outfunnel

Are You Segmenting And Testing Your Customer Satisfaction Survey?

Utilizing CPC to Fine-Tune Your Segmentation Efforts

CPC, or cost per click, is a form of online advertising revenue. 

The basic model is that an advertiser will post an ad to a hosting website’s page to help drive more traffic back to their website. 

The cost comes into play depending on a few different options. Commonly, the hosting website can earn revenue from either the total amount of times users clicked on the ad or the number of purchases from any of the clicks. 

So, what does CPC have to do with segmentation? 

CPC can help gather some insightful information on customer demographics, psychographics, and geographics. 

Depending on the platform you use, you collect vital data to help see who your customers are and where they are in the world. 

For example, GoogleAds relays geographical information on all valid clicks. Marketing teams can then use this information to understand the customer base and better target them to help increase customer satisfaction. 

Geographic Segmentation

Geographic segmentation is an essential part of developing a better understanding of your customer’s needs. 

Just as demographics and psychographics make significant differences in individual customer grouping, where a person lives or shops can significantly impact an individual’s buying habits. 

This form of segmentation focuses on the general idea of people living or shopping within the same areas sharing commonalities in their wants, needs, and cultural considerations. 

Here are a few general examples of geographic segmentation questions:

1. What county do you currently reside in?
2. What state do you currently live in?
3. What city are you living in?
4. Do you live in North America?
5. Is (insert store) your closest (company name) location? If not, which site is nearest to you?

Make It Snappy

Are you still wondering how to create a customer satisfaction survey? 

Make it short (and snappy). 

The proper length of a customer feedback survey is as short as possible, nothing more and nothing less. 

The length of time you have to grab and retain a customer’s attention online is very short. It is best to make the most out of that small-time slot by keeping all questionnaires short and sweet. You can even opt for well-designed pop-ups to ask your customers for feedback.

For some companies, like Uber and Lyft, a customer satisfaction survey report will be one question. 

The five-star rating method of rideshare companies is simple but highly effective. These companies know that the amount of time a customer will spend lingering on the app after finishing a ride is only seconds long. 

By making the survey only one question, the companies still receive the feedback they are looking for without losing the customer’s attention.

Companies like UberEats and Postmates use a similar format. These companies share similar customer groups with rideshare apps where customers are unlikely to remain on the app for long after their order is delivered.

By keeping the survey simple and asking only a few questions regarding the care and timeliness of the driver and the satisfactory levels of the food, the app gathers the necessary data quickly and efficiently. 

A tool many companies use is individual KPIs. An example of individual KPIs is when a company requests customers to rate their experience with a particular employee. For instance, after interacting with a customer service representative, a company can ask the customer to answer a short questionnaire about this person’s performance. 

Another example commonly seen is when rideshare apps request a customer to rate their driver. 

Surveys collecting data on individual KPIs tend to be shorter than the KPIs previously discussed. 

The length of surveys varies depending on the amount of information needed, what the questions are regarding, and how long you expect the customers to remain engaged. Companies can gauge the preferable length of their surveys by sending out a survey about surveys. 

It may sound weird, but it can be an effective tool to understand your customer’s point of burnout and can be added at the end of any routine survey.

Example questions on survey satisfaction levels:

1. Would you be willing to complete a longer survey? Or is this survey too long already? 
2. Would you be more willing to complete surveys like this if they came with incentives such as an entry to a giveaway or added to your existing rewards?
3. Do you prefer short answer questions, multiple-choice, or rating scales?
4. Are you willing to retake this survey in the future?

Michaels

Michaels customer satisfaction survey example question

Sodexo

Example customer satisfaction survey question from Sodexo

Send It Snappy

The time is now! 

There is no reason to hold back from sending out customer satisfaction surveys. 

With the number of customer satisfaction survey app, customer satisfaction survey providers, and customer satisfaction survey companies on the market, you can start generating and sending out surveys in no time. Make sure you quickly deploy a well-designed landing page for collecting customer feedback. Receiving customer feedback is critical to enhancing further product or service development. The information collected will allow your company to address any issues as they arise, mitigate future roadblocks in the speed of service, and understand what areas of your product or service are excellent and which areas need improvement. 

Check out this easy-to-use tool to help build efficient customer feedback options.

Keep in mind the purpose of your survey while making it. If you are sending out a mass email with a survey regarding a specific issue or glitch in service or product lines, you can set up a pre-question to weed out unnecessary survey takers. 

This will also help with increasing customer feedback response rates.

For example, you can ask something like the following: Is your (insert product or service) shutting down without your consent while in use?

If the customer answers no, then the survey can be directed to the end right there, so no time is wasted for the customer or the data assessors later on.

Wrapping Up The Customer Satisfaction Survey

The customer satisfaction survey is an umbrella term for a stockpile of necessary tests, tools, and scoring systems that allow companies to collect real-time data on their customer base. 

Companies that lack adequate knowledge on the state of customer experience today lack specific knowledge of who their customers are. 

Developing a good understanding of the inner workings of KPIs, customer segmentation, and how to ask the right questions is the key to unlocking new data and ideas for better service. 

If ever in doubt, come check out Usersnap to see customer satisfaction surveys in practice, free for the first 15 days.

About the Author:

Yash Chawlani

Yash is a Content Marketing Strategist who is known by his personal brand Merlin. He specializes in B2B and SaaS companies out there with his top-notch content strategies. In his spare time, you can either find him in the gym or on the football field. Feel free to connect with him on LinkedIn.