Why Customer Feedback is so Important

Gladly Team

Read Time

6 minute read

We all have gotten the emails and automated calls and texts asking us to rate a customer service experience. And while sometimes we ignore them, many do take them seriously, especially when they receive particularly poor or excellent customer service.

Regardless of the rate at which customers are responding to surveys, It is up to you to make sure that you’re creating opportunities for valuable feedback in order to show customers that you care and to create an environment of constant improvement.

Below is everything you’ll need to know about customer satisfaction surveys.

What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire used to measure customer satisfaction regarding a service, product, or customer support experience. Customer satisfaction surveys typically generate customer satisfaction scores and can be viewed as the aggregate of information that is also collected from the customer effort score and net promoter score.

  • Of course, surveys are concrete ways to show your customers that you care about their opinion, but they also provide you with actionable information that you can utilize into your sales, branding, and product strategies.
  • The most effective customer satisfaction surveys are simple and easy to understand, like a number system that asks customers to rank their experience on a scale from 0-10.

The benefits of customer feedback

There are several key benefits and reasons as to why you might want to provide a customer satisfaction survey to your customers. It’s one of the few ways that you can assess a customer’s experience directly from the actual customer, and, as you’ll see below, you can utilize your insights for future growth.

  • Customer feedback gives you direct insight into how customers are experiencing things like wait time, efficiency, the ease at which a customer was able to understand and communicate to your agents, and more.
  • Surveys allow you to understand what is and isn’t working. Whether you’re looking to invigorate your training regimen or work on branding, it’s hard to know where to allocate resources if you don’t know where the improvements are necessary. Knowing where you’re successful and where your falling short will save you time and money in the long-run.
  • As we have discussed in the past , happy customers tend to be loyal customers who make repeat purchases and stick with you for the long haul. Providing surveys allows customers to feel heard, understood, and to build trust with your brand.

Ideas for customer feedback questions

Not sure where to start on creating a feedback questionnaire or customer satisfaction survey? Don’t worry, we’ve got you covered. Below are a few ideas on where to start for your customer surveys.

  • General questions – Below are some key general questions to start off your survey.
    • How satisfied are you with our business?
    • How likely are you to recommend our business or product/service?
    • Is there anything you’d like to see improved?
    • Based on your experience with us, would you consider doing business with us in the future?
    • How much do you identify as a loyal customer to our brand?
  • Customer support questions – Below are some great questions to get a sense of your customer support efficacy.
    • How satisfied were you with your customer service experience today?
    • How well did our customer support member find a solution for you today?
    • How knowledgeable and helpful was our support member?
    • How would you rate the helpfulness of our staff?
    • How satisfied were you with the amount of time it took to resolve your issue?
  • Product questions – It’s important to know how your products are holding up against the competition. The below questions will help determine what needs to be improved regarding your products.
    • How satisfied are you with our products?
    • How often do you typically use our product?
    • What is your favorite feature of our product?
    • How likely are you to purchase another product?
    • What other features do you wish our products had?

While scale-designed surveys are easy, simple, and quick, you shouldn’t be afraid to ask specific questions geared toward your company as long as they are in the right context and the right place. Overwhelming your customers with feedback requests can drive them away, so it’s important to have a data-driven and research-informed strategy.

Gladly’s got you covered

Gladly has taken the time to reach out to our customers to learn about what they want out of a company and a customer service team.

Through our customer service expectation report, we learned that 68% of customers would pay more for a product if the company had a good record of customer service, and that 61% of customers feel like cases – not people – by the companies they buy from.

While it’s important to do your own research and conduct your own surveys, we can confidently say that customers value human-centered customer service, which is why we’ve designed the most radically personal customer service software out there.

Never lose a customer because they didn’t feel like they were being treated like a person, and try the Gladly demo today.


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