Customer Satisfaction Surveys

Customer satisfaction is always top of mind. After all, what’s the point of spending all of those marketing dollars, if your customers are going to walk away having a terrible experience with your company, product, or service? Customer satisfaction surveys (also known as CSAT surveys) are an essential tool used by customer service teams to gauge a customer’s overall satisfaction.

What is a customer satisfaction survey?

As mentioned, a customer satisfaction survey or CSAT survey, is a series of questions used to measure satisfaction with the product/service, the customer’s interactions with various members of your staff, and if they would repurchase or continue to be a future customer.

Different customer satisfaction scores

While the customer satisfaction score is generated through the customer satisfaction survey, there are other methods to evaluate facets of customer satisfaction. The overall customer satisfaction score can be viewed as the aggregate of information that is also collected from the below scores.

The Customer Effort Score 

The Customer Effort Score (CES) measures customer satisfaction by gauging the ease of the customer experience.

The Net Promoter Score 

The Net Promoter Score (NPS) measures customer satisfaction alongside its bedfellow – customer loyalty. It asks customers, “How likely are you to recommend this company to a friend, colleague or family member?”

Why use customer satisfaction surveys?

After purchasing and receiving your product or service, it may be difficult to understand your customer’s experience, and their overall level of happiness with your brand. Leveraging a customer satisfaction survey provides the valuable insight needed to understand where your brand, product, and/or service can improve. Customer satisfaction surveys also provide you with metrics that you can use to measure your departments effectiveness over time, and continue to improve upon the elements of great customer service.

Example customer satisfaction survey questions

Below you’ll find a few examples of customer satisfaction survey questions that you should be using. For a complete list and sample template, make sure to download our Customer Satisfaction Survey Template.
  • How often do you use our product/service?
  • What is your favorite part of the product/service?
  • Which words would you use to describe our product/service?
    (Life-saving, great, fine, it’s ok but there are issues, horrible)
  • If you could, what would you improve about our product/service?
  • How well does our product/service meet your needs?
    (very well, well, ok, ok but there are issues, horrible)
  • How would you rate the value for money of our product/service?
    (Great, Above average, Average, Below average, bad)
  • Were you able to easily find the information you were looking for prior to making a purchase decision?
  • How responsive was our team in answering your questions?
  • How well did our team answer your questions?
  • Why did you choose our product/service over competitors?
  • How likely are you buy from us again?

Building a Customer Satisfaction Scorecard Template

A customer satisfaction scorecard template is a quantitative measurement of your customer satisfaction survey. Using various survey questions, you can quantify the overall satisfaction of your customers. You can do this by applying a “number” to a customer’s level of satisfaction with various factors of your service. Afterwards, you can take the average for each response and score your customers overall satisfaction.

Final Thoughts: Customer satisfaction surveys

Today’s market is composed of customers with higher expectations and greater demands from your brand. Using customer satisfaction surveys are essential for understanding if your business is meeting, exceeding, or falling below their expectations. The questions you choose to use will vary by industry, product, and service type. Make sure to download our customer satisfaction survey templates, and customize them based on your business.
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