How To Create a Customer Satisfaction Survey (With Example Questions)

By Indeed Editorial Team

Updated February 3, 2022 | Published February 4, 2020

Updated February 3, 2022

Published February 4, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Surveys are one of the many marketing tools you can use to measure customer satisfaction. An effective survey and how your company responds to it can improve your sales, product or consumer retention level. You can more easily provide a better customer experience once you know more about your customers' needs. In this article, we discuss how to create an effective customer satisfaction survey and offer sample questions to consider.

What is a customer satisfaction survey?

A customer satisfaction survey is a study that measures a person's perceived satisfaction with a product or service. A completed survey provides answers for a list of questions that your company has concerning the products they produce. A survey can also help you determine your inactive leads. In routine cases, a lead doesn't receive a survey until their sale is complete. The actions that your customer takes provides data in a similar form to that found within a survey.

A survey helps you gather insight on how well a solution aligns with the needs of your consumer. Additional benefits of a customer satisfaction survey include the following:

  • Engagement: Asking your consumer about their level of retention can reveal what you can do better

  • Market research: Any feedback you receive is part of a larger scope of market research

  • Lead nurturing: You can turn more prospects into buyers by leading buyers to reveal where your weak points are

  • Greater targeting: Solely investing your time into the right lead is necessary—when perfecting your strategic accuracy

Related: 9 Ways To Provide Excellent Customer Service

How to create a customer satisfaction survey

A usable customer satisfaction survey includes a distribution method, a questionnaire and a method of retrieval. Getting a survey into the hands of all of your buyers ensures that you can calculate a complete sample size. Maintaining your data's accuracy is as important as retrieving that info. A tally, likewise, needs to be made for the leads who don't respond or take the questionnaire.

The creation of an effective survey calls for a high aptitude for strategy. Your objective is to think a few steps ahead of your consumer as you construct the right questionnaire. Here are some steps you can follow when creating a customer satisfaction survey:

1. Choose a route

When creating your survey, you can choose between a traditional or modern route. Traditional surveying channels are those that rely on direct human relationships. Modern outlets rely on technology. Modern methods can also use automation to allow for better communication with your customer. These types of surveys are sent to your leads based on a specific action that you assign to the automation step. Customers who buy from your company, for example, can be automatically sent a survey. Surveys are also effective when displayed on the site a customer buys from.

Traditional methods include in-person visits to past buyers as a thank you gesture. Asking a patron to fill out a paper questionnaire is another traditional outlet. Consider these factors as you decide how your leads will receive a survey:

  • Look to the type of consumer traffic that you generate and allow their preferences to dictate the best media outlet

  • Ask if time is a factor and what your leads will use to return your survey

2. Create an objective

Your questions should be a direct result of the strategic objective within your survey. The consumer will only answer the questions that they're presented with. You can present an option to let them express their own concerns, but the remaining survey is an opportunity to be as strategic as possible. Keep your questions direct, and keep it as short as possible.

3. Define who your customer base is

The specific product that a customer buys can help you determine what type of survey you provide them with. What they buy relates to who they are and the future needs that they're likely to have. Consider if you need to create multiple surveys for different types of leads. Be sure to ask yourself how you can offer more solutions to your buyers.

Related: Integrative Negotiation: Definition, Tips and Examples

4. Forwarding a larger campaign

Your current marketing campaign should be taken into consideration as the objectives behind your survey are formed. It benefits a business when they can break down their core processes into detailed steps. It's not necessary for you to overextend your efforts. Tying the strategy of your survey into a larger campaign will minimize your work. The key here is to align the data you receive from a questionnaire with the analytics that you've collected during your campaign cycles. Look for similar outcomes and those that diverge.

Though it helps to have everything aligned, areas that create conflicting data must be examined more clearly. You want to ask why the consumer couldn't establish your intended respond during any given sales phase.

Examples of customer satisfaction survey questions

To ensure that you get usable responses from your survey, structure your questions to allow for simple yes or no answers. Here are some examples:

1. Would you recommend this product to someone else?

Expect bold answers from your leads. The forwardness of your questions can lead your respondent to be just as direct. Get them to be honest about how they feel and think.

2. Are you thinking about future purchases from this brand?

Consider what it would mean to directly know the future buying potential of a lead. You can use questions like this one to isolate your prospects. Use the answers you get from this question to organize a plan for future campaigns or marketing techniques.

3. Did anyone help you while you were making this purchase?

This question can help you examine the efficiency of your resources. Maybe your system directly interacts with people. If you rely on automation, it's still necessary to assess the health of each processing stage. Look for ways to make the consumer experience better.

4. Does delivery time matter?

If your company delivers its products, consider that some customers may strongly need their purchases to be delivered quickly. Others could confirm to you that delivery time isn't important. The urgency of your leads reveals how prompt you need to be.

5. Was the paying process quick or simple to use?

Focusing on buying allows you to get straight to what's most important. Every future buyer will experience what your most recent lead has. See if you can improve that experience down to the actual purchasing step.

6. Did you find this product through a web search?

It's helpful to know the source of your online traffic. Your objective could be to accommodate leads that come from paid, organic or social search.

7. Do you have an immediate person to recommend this product to?

Your customers may be able to find people to recommend products to right at this moment. Whether they can or not, getting them to think about helping may make them more likely to mention your brand to others in the future.

8. Would you consider this product to be at a fair market price?

If your buyer didn't bargain during pricing, then this question gives you the chance to really see how they feel. It can also help you learn whether you may need to lower your prices for a product to make sales more easily.

9. Can a sales rep contact you again in the future?

Nurturing is what marketers do to build relationships. You can help ensure a loyal customer base by encouraging regular communication.

10. Are you open to receiving more questionnaires for brand loyalty?

Work with your leads. Try to make your questionnaire an ongoing project. It will help to ask them about sending it first, which will help you ensure stronger customer engagement.

Related: Management Skills: Definition and Examples

Customer satisfaction survey tips

Here are some tips to help you develop an effective customer satisfaction survey.

  • Be direct and honest. Keep your focus on what you need from the respondent. Keep your questions short, and be clear about what you want them to answer.

  • Be honest about the purpose of your survey. Honesty throughout the entire survey process can make it more likely for your customers to give genuine responses.

  • Unmask your mistakes. Getting sympathy from a respondent requires you to share your cause with them. Your business wants to improve, so first, reveal where your organization wants to improve. This might make a respondent more willing to help.

  • Talk of future discussions. Ask if and how you can continue to contact your customers in the future. Maintain ethical integrity by being honest about how you plan to maintain communication with them.


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