Customer Satisfaction Surveys

In today’s consumer centric environment, customer satisfaction is so much more than simply just doing enough for your customers, to be truly customer-led, you need to be insight driven. By asking effective questions that let you find out what customers are doing, feeling and thinking you can identify positive and negative issues and remedy any problems. A more holistic approach to delighting your customers will help build loyalty and generate word of mouth referrals to grow your business.

By giving your customers a voice, you can define the products and services that will meet their needs and help you excel in customer experience strategy, after all – happy customers who want to do business with you again are a winning formula for growth.

Why is it important to measure customer satisfaction?

It is essential to know what aspects of your business customers are happy with and what needs improving. Consumers have a multitude of online options at their fingertips to find what they want, with three out of four people consulting social media before buying. A satisfied customer will potentially refer your business to other people and contribute up to 14 times more revenue than a dissatisfied customer who might tell others not to buy from you.

Over 90% of customers never complain, they just leave and never come back. By surveying your customers you will build the knowledge needed to identify unhappy customers, remedy the problems and reduce customer churn. For example, by scheduling an automated survey invitation to be sent upon completion of delivery, allows you to take a personal approach to customer service which will encourage increased customer retention rates.

How can Net Promoter Score (NPS) help?

The Net Promoter Score is a popular tool used to measure customer satisfaction, calculated based on asking a single questions – ‘how likely would you be to recommend this [product / organisation / service] to a friend or colleague? By adding an NPS question to your survey, you can quickly measure how happy customers are with you and whether or not they would recommend your business. Tracking your NPS gives you a clear idea on the challenges facing your business.

Advantages of Net Promoter Score:

  • Simple to set up
  • Creates value
  • Easy to understand
  • Measures customer loyalty

The benefits of measuring customer satisfaction

A well-designed customer satisfaction survey, providing feedback on what buyers think, will give you the understanding you need to enrich every element of the customer journey – from awareness to advocacy.

Significant marketing effort and expense is spent on attracting customers but it is not the only measurable objective. 70% of the customer journey is generally complete before a buyer reaches out to you so it makes sense to understand how you can help buyers to progress down the path to purchase. Businesses need to stay relevant and measuring customer satisfaction will inform you of what you are doing well and what you could be doing to improve your business.

Customer satisfaction surveys will let you find customer pain points at each stage of the buyer’s journey. What do they like or dislike? What is preventing them from moving down the purchase funnel? What is helping or hindering customer engagement? What functionality or service are they looking for? By listening and acting on the information demonstrates that you value your reputation as a customer-friendly brand that truly aims to serve customers.

Measuring customer satisfaction at every stage of the customer journey:

  • Awareness – Identify buyer’s needs – create brand awareness for your business by sending domain branded surveys with a unique theme.
  • Interest – Drill down into the things that matter to your customers. Find out what they require to be satisfied or even better, delighted.
  • Comparison – Find out how you stand out from your competition. Is your customer support available when needed? Is your product easy to use?
  • Consideration – Identify the key criteria of customer pain points. Find out what they need to solve their problem or meet their need.
  • Purchase – Find out how your product can meet future needs. Would a loyalty programme incentivise more purchases? Is customer support essential to the purchase?
  • Implementation – Make sure once your customer has invested that they have everything they need. Is there anything else you could provide to exceed expectations?
  • Support – Collect feedback on you customer representatives. Is the online help section of your website extensive enough? Would they like to receive push notifications?
  • Renewal – Communicate with your customers – find out what will make them stick with you. Are they interested in new features or complementary products?

How do you measure customer satisfaction?

Strategy for measuring customer satisfaction is evolving with a variety of channels that can be used to engage with customers. All methods for collecting feedback to measure customer satisfaction can be easily set up from your survey account and include:

  1. Web Link: Use a unique survey link for every survey
  2. Email: Send survey links with a customised email message
  3. Offline Mode: Collect survey responses without internet connection
  4. Buy Responses: Reach a live target audience anywhere in the world
  5. Social Media: Share surveys via all social media platforms
  6. SMS: Send mobile friendly bulk survey invites
  7. Web Embed: Embed surveys into specific pages on your website
  8. QR Code: Scan a code to go directly to the survey
  9. Popups Invite: Use a popup invitation window
  10. Print: Download to word or print your survey

By collecting feedback and identifying trends you can connect with customers and exceed expectations by responding to comments quickly. Online customer satisfaction surveys can be used to gather feedback throughout all the stages of the customer journey. Once you have collected insights from your customers, the next challenge is to report them effectively. Powerful reporting features will allow you to view results in real-time and produce custom graphs and charts to summarise results. Results are downloadable and easily shared with colleagues.

Measuring CSAT is not complicated! If you are not sure what customer satisfaction questions to include and would like some help, take a look at our customer satisfaction templates for suggestions.

Designing a customer service survey

Customer satisfaction surveys can provide information to define short and long term goals for your brand and identify opportunities to provide better support. By sending out feedback surveys you can measure how well your support team is doing and find out what your customers need. By having a clear understanding of what customers want, you can empower employees to meet and exceed these requirements and discover opportunities to improve levels of customer service. For example; if customers want a quicker response to their email requests, assess the resources in your customer service department, set response rate goals then train members of staff to meet the targets.

By benchmarking data over time, you can track improvements and continue to refine customer service levels.

10 quick tips for the do’s and don’ts of customer satisfaction surveys


Do have a clear purpose and state your objectives for the survey

Do personalise your survey with company logos, colours and images

Do benchmark results to see if changes you make are working

Do make the survey accessible on all devices

Do reach out to unhappy customers by monitoring responses in real-time


Don’t make the survey too long, keep it to 10 questions or less if possible

Don’t ask for respondents’ personal details if they are not needed

Don’t survey too often and cause survey fatigue

Don’t underestimate how long it will take to complete the survey

Don’t keep the results hidden, make sure you share them with your staff

It’s important to remember that customer satisfaction surveys need to provide actionable insight to be successful. The results need to provide you with the information you need to keep your customers happy and coming back time and time again.

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