{"id":10177,"date":"2021-07-21T10:13:09","date_gmt":"2021-07-21T10:13:09","guid":{"rendered":"http:\/\/staging5.shout.com\/?p=10177"},"modified":"2023-03-22T12:25:54","modified_gmt":"2023-03-22T12:25:54","slug":"how-to-create-a-customer-satisfaction-survey","status":"publish","type":"post","link":"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/how-to-create-a-customer-satisfaction-survey\/","title":{"rendered":"How to Create a Customer Satisfaction Survey"},"content":{"rendered":"\n<nav class=\"wp-block-stackable-table-of-contents stk-block-table-of-contents stk-block stk-8e31902\" data-block-id=\"8e31902\"><ul class=\"stk-table-of-contents__table\"><li><a href=\"#undefined\">What is a customer satisfaction survey?<\/a><\/li><li><a href=\"#undefined\">Other types of Customer Satisfaction Surveys<\/a><\/li><li><a href=\"#undefined\">Why are Customer Satisfaction Surveys important?<\/a><\/li><li><a href=\"#undefined\">Customer satisfaction question types<\/a><\/li><li><a href=\"#undefined\">How often should you survey customer satisfaction?<\/a><\/li><li><a href=\"#undefined\">Best Practices for customer satisfaction surveys<\/a><\/li><li><a href=\"#undefined\">Wrapping up<\/a><\/li><\/ul><\/nav>\n\n\n\n<p>Your customers are the lifeline of your business, and their experience with you is integral to your continued success. This is why customer satisfaction surveys are so important.<\/p>\n\n\n\n<p>Think about why they came to you in the first place; to solve a problem they had. By measuring customer satisfaction, you can identify what is working for them and what isn&#8217;t.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">What is a customer satisfaction survey?<\/h2>\n\n\n\n<p>Customer satisfaction surveys are designed to collect feedback from customers in order to measure the success of different elements of your business.<\/p>\n\n\n\n<p>Opening a line of communication enables you to identify what makes your customers happy and what aspects need improvement.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/What-Is-A-Customer-Satisfaction-Survey.png\" alt=\"Customer Satisfaction Survey Example\" class=\"wp-image-14369\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/What-Is-A-Customer-Satisfaction-Survey.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/What-Is-A-Customer-Satisfaction-Survey-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/What-Is-A-Customer-Satisfaction-Survey-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">How to measure customer satisfaction<\/h3>\n\n\n\n<p>Whilst your customer survey will have a whole range of questions relating to their experience with you, it is possible to measure customer satisfaction by determining your CSAT score. You can do this by asking a single question, but the question type you use will impact how you calculate your score:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Measuring CSAT with a scale<\/li>\n\n\n\n<li data-block-type=\"core\">Measuring CSAT with a binary question<\/li>\n\n\n\n<li data-block-type=\"core\">Measuring CSAT with a star rating<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" data-block-type=\"core\">Measuring CSAT with a scale<\/h4>\n\n\n\n<p>To measure your customer satisfaction score with a scaled question type, all you need to ask is:<\/p>\n\n\n\n<p>\u2018How satisfied were you with the [product\/ service] you received?<\/p>\n\n\n\n<p>You can then provide a 1 to 5 (or even 1 to 10) scale:<\/p>\n\n\n\n<ol data-block-type=\"core\">\n<li data-block-type=\"core\">Very unsatisfied<\/li>\n\n\n\n<li data-block-type=\"core\">Unsatisfied<\/li>\n\n\n\n<li data-block-type=\"core\">Neutral<\/li>\n\n\n\n<li data-block-type=\"core\">Satisfied<\/li>\n\n\n\n<li data-block-type=\"core\">Very satisfied<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/Measuring-CSAT-With-A-Scale.png\" alt=\"Measuring Customer Satisfaction With a Scaled Question\" class=\"wp-image-14371\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/Measuring-CSAT-With-A-Scale.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/Measuring-CSAT-With-A-Scale-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2023\/03\/Measuring-CSAT-With-A-Scale-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Then, to calculate your score you\u2019ll need to add up all the individual scores given, divide this by the maximum score possible and multiply that number by 100. This will give you your CSAT score as a percentage.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" data-block-type=\"core\">Measuring CSAT with a binary question<\/h4>\n\n\n\n<p>Measuring customer satisfaction with a binary (or dichotomous) question only requires two answer choices.<\/p>\n\n\n\n<p>\u2018Are you satisfied with the [product\/ service] you received?\u2019<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Yes<\/li>\n\n\n\n<li data-block-type=\"core\">No<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Binary-Question.png\" alt=\"Binary CSAT Question\" class=\"wp-image-14372\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Binary-Question.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Binary-Question-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Binary-Question-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>To calculate your CSAT score with this method, you\u2019ll need to divide the total number of positive (\u2018yes\u2019) responses by the total number of responses received, then multiply this number by 100.<\/p>\n\n\n\n<p>You can also apply this calculation to a scaled question, by dividing all respondents who chose the top two numbers in the scale by the maximum score possible and multiplying that by 100.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" data-block-type=\"core\">Measuring CSAT with a star rating<\/h4>\n\n\n\n<p>Star ratings are more general in nature, they\u2019re not usually used to explore specific customer experiences. However, they are useful for giving a more zoomed out perspective of how your customers feel about you.<\/p>\n\n\n\n<p>\u2018How would you rate your experience with us?\u2019<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Star-Rating.png\" alt=\"Measure Customer Satisfaction With a Star Rating\" class=\"wp-image-14373\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Star-Rating.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Star-Rating-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Measuring-CSAT-With-A-Star-Rating-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>The calculation for a star rating is as follows; the total number of stars given divided by the maximum number of stars achievable, multiplied by 5 (the total number of stars a respondent is able to award).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">Other types of Customer Satisfaction Surveys<\/h2>\n\n\n\n<p>Customer satisfaction is directly influenced by their experiences. But there are other types of customer (or client) satisfaction surveys that you can conduct that tell you more about the way they feel about your business.<\/p>\n\n\n\n<p>Two examples of these are Net Promoter Score surveys and Customer Effort Score surveys.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Net Promoter Score (NPS)<\/h3>\n\n\n\n<p><a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/nps-surveys\/\" target=\"_blank\" rel=\"noreferrer noopener\">NPS surveys<\/a> are used to determine your customer loyalty. You can quantify this by asking them one simple question:<\/p>\n\n\n\n<p>\u2018How likely are you to recommend [product\/ service] to a friend or colleague?\u2019<\/p>\n\n\n\n<p>To answer this question, customers choose a rating on an 11-point scale (0 to 10), from \u2018Not Very Likely At All\u2019 to \u2018Extremely Likely\u2019.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Net-Promoter-Score-Question-Shout.png\" alt=\"Net Promoter Score CSAT Question\" class=\"wp-image-14374\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Net-Promoter-Score-Question-Shout.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Net-Promoter-Score-Question-Shout-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Net-Promoter-Score-Question-Shout-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Respondents are split into three categories based on what rating they select along this scale:<\/p>\n\n\n\n<p>0 to 6 = Demoters<br>7 or 8 = Passives<br>9 and 10 = Promoters<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" data-block-type=\"core\">Calculating your Net Promoter Score<\/h4>\n\n\n\n<p><a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/net-promoter-score-how-to-calculate-nps\/\" target=\"_blank\" rel=\"noreferrer noopener\">NPS is calculated<\/a> by subtracting the percentage of detractors from the percentage of promoters. Your final score will be between -100 and 100, where anything over 0 is considered a good score.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Customer Effort Score (CES)<\/h3>\n\n\n\n<p>CES surveys are used to measure how easy a specific action or process was for a customer to complete. The purpose of these surveys is to identify areas of friction, so you can remove them and <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/customer-experience\/measuring-and-improving-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">improve customer experience<\/a>. The types of things you can measure customer effort for are:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Navigating your website<\/li>\n\n\n\n<li data-block-type=\"core\">Making an online purchase<\/li>\n\n\n\n<li data-block-type=\"core\">Finding resources (e.g. help docs)<\/li>\n\n\n\n<li data-block-type=\"core\">Customer support<\/li>\n<\/ul>\n\n\n\n<p>Again, you can calculate your customer effort score with a scale (1 to 10) or a binary question (easy or hard). When using a scale, divide the sum of all your CES by the total number of responses.<\/p>\n\n\n\n<p>If you use a binary question, simply subtract the percentage of positive responses from the percentage of negative responses.<\/p>\n\n\n\n<p>When using a neutral answer option, you can ignore this when calculating CES in this way.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">Why are Customer Satisfaction Surveys important?<\/h2>\n\n\n\n<p>It\u2019s essential that you reach out to your customers for this information because there\u2019s no guarantee they\u2019d get in touch with you if they have an issue. It\u2019s even less likely that customers will get in touch to tell you you\u2019re doing a good job. This same logic applies to your customers sharing their experiences with others.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.marketingcharts.com\/digital-28628\" target=\"_blank\" rel=\"noopener\">survey found that 95% of respondents<\/a> who had a bad experience shared it with someone they knew. This kind of negative word-of-mouth can be detrimental to generating new leads and customers. These respondents who had a bad experience were also 50% more likely to share their experience on social media and review sites, which can be permanently damaging to your brand.<\/p>\n\n\n\n<p>This is why it\u2019s so important to ask your customers how satisfied they are before an issue snowballs.<\/p>\n\n\n\n<p>Other than avoiding these kinds of nightmare scenarios, there are also major benefits to running customer satisfaction surveys.<\/p>\n\n\n\n<ol data-block-type=\"core\">\n<li data-block-type=\"core\">Feedback can be used to improve products and customer experience<\/li>\n\n\n\n<li data-block-type=\"core\">Identify gaps in your product or service<\/li>\n\n\n\n<li data-block-type=\"core\">Discover loyal customers who can become advocates<\/li>\n\n\n\n<li data-block-type=\"core\">Find out why ex-customer switched to a competitor<\/li>\n\n\n\n<li data-block-type=\"core\">Collect testimonials and success stories<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">1. Feedback can be used to improve products and customer experience<\/h3>\n\n\n\n<p>There\u2019s a whole range of things you want to ask customers about your product. Is it good value for money? Did the quality meet their expectations? Was it delivered on time? How does it compare to competitor products they have experience with?<\/p>\n\n\n\n<p>Asking customers these questions shows them you care about their experience and will improve customer retention and loyalty in the long run.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">2. Identify gaps in your product or service<\/h3>\n\n\n\n<p>Customer feedback isn\u2019t just useful for improving experiences and reducing fiction. It also allows you to identify what\u2019s missing from your product range, your service or even the availability of information.<\/p>\n\n\n\n<p>Customers could be ecstatic with everything you\u2019re doing, but may still go to competitors for features or products that you\u2019re missing. This might not be something you can address immediately, but this kind of feedback gives you the edge when choosing how to expand your business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">3. Discover loyal customers who can become advocates for your brand<\/h3>\n\n\n\n<p>While it\u2019s important to know what problems your customers have, it\u2019s equally as important to know what you\u2019re doing well and why. Identifying customers who\u2019re completely satisfied with your products\/ service enables you to create customer profiles (<a href=\"https:\/\/contentmarketinginstitute.com\/2011\/11\/5-easy-steps-to-better-buyer-profiling\/\" target=\"_blank\" rel=\"noopener\">buyer personas<\/a>) for your perfect target audiences.<\/p>\n\n\n\n<p>Not only does this make your marketing efforts easier, but it also provides you with an audience who\u2019s happy and willing to advocate for you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">4. Find out why ex-customers switched to a competitor<\/h3>\n\n\n\n<p>You aren\u2019t limited to contacting your existing customer base, there\u2019s real value in collecting feedback from former customers. For example, you can learn:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">The frictions they experienced<\/li>\n\n\n\n<li data-block-type=\"core\">What event or experience incited their exit<\/li>\n\n\n\n<li data-block-type=\"core\">What competitor they chose and why<\/li>\n<\/ul>\n\n\n\n<p>All of this information is actionable and will help you grow to be a better business with stronger relationships with your existing customers.<\/p>\n\n\n\n<p>On top of this, you have a chance to reclaim ex-customers if you\u2019ve already addressed their issue, whether it was lowering prices, expanding your range, or improving time-to-resolution with customer support.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">5. Collect testimonials and success stories<\/h3>\n\n\n\n<p>Customer satisfaction surveys are the perfect place to collect testimonials, in-house reviews, success stories and case studies. Even if you don\u2019t collect this information in the survey itself, you can easily identify customers who\u2019ll be happy to provide this social proof.<\/p>\n\n\n\n<p>Content like this is essential to wooing prospects, who\u2019re looking for advice and feedback from people like them. They certainly can\u2019t just take your word for it, by showing proof that you\u2019ve solved their problem for someone else, you\u2019ve laid the foundation for a relationship.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">Customer satisfaction question types<\/h2>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Binary\/ dichotomous questions<\/li>\n\n\n\n<li data-block-type=\"core\">Multiple-choice questions<\/li>\n\n\n\n<li data-block-type=\"core\">Opinion scales<\/li>\n\n\n\n<li data-block-type=\"core\">Star ratings<\/li>\n\n\n\n<li data-block-type=\"core\">Open-ended questions<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Binary\/ dichotomous questions<\/h3>\n\n\n\n<p>Binary survey questions provide respondents with two answer options, one positive and the other negative. This could be a simple \u2018yes\u2019 and \u2018no\u2019, or be more visual like a thumbs up and thumbs down or happy face and sad face.<\/p>\n\n\n\n<p>These question types keep your survey simple and allow you to easily quantify responses into two opposing categories.<\/p>\n\n\n\n<p>However, they don\u2019t provide much information beyond that. On top of this, answering pages of binary questions can be tedious and so respondents may suffer from <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/survey-fatigue\/\" target=\"_blank\" rel=\"noreferrer noopener\">survey fatigue<\/a> if your survey is too long. In these cases, respondents are likely to exhibit acquiescence <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/response-bias\/\" target=\"_blank\" rel=\"noreferrer noopener\">response bias<\/a>, where they lean towards positive answer options.<\/p>\n\n\n\n<p>Here are a few examples of binary questions:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Did customer support address all your concerns?<\/li>\n\n\n\n<li data-block-type=\"core\">Are you happy with the product?<\/li>\n\n\n\n<li data-block-type=\"core\">Would you recommend this product?<\/li>\n\n\n\n<li data-block-type=\"core\">Was this article easy to understand?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Multiple-choice questions<\/h3>\n\n\n\n<p><a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/47-multichoice-single-select\" target=\"_blank\" rel=\"noreferrer noopener\">Multiple-choice questions<\/a> usually consist of 3 or more options, where each answer is mutually exclusive from the others.<\/p>\n\n\n\n<p>In customer satisfaction surveys, you can use these question types to categorize themselves based on the options you provide.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Job role<\/li>\n\n\n\n<li data-block-type=\"core\">Level of education<\/li>\n\n\n\n<li data-block-type=\"core\">Employment status<\/li>\n\n\n\n<li data-block-type=\"core\">Industry<\/li>\n\n\n\n<li data-block-type=\"core\">Household income<\/li>\n<\/ul>\n\n\n\n<p>Why is this information relevant to your customer satisfaction feedback? It will allow you to filter your results by demographic information and identify the wants and needs of individual audience segments.<\/p>\n\n\n\n<p>If you\u2019re planning to include more than seven answer options, we\u2019d recommend you use a <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/42-drop-down-list\" target=\"_blank\" rel=\"noreferrer noopener\">dropdown list<\/a> question type instead. Too many options can be overwhelming for respondents, dropdowns package a list of questions in a more appetizing way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Opinion scales<\/h3>\n\n\n\n<p>It\u2019s almost certain that you\u2019ll employ scaled questions in your customer satisfaction survey. Both CSAT and NPS questions require you to use a scale to measure satisfaction and loyalty respectively.<\/p>\n\n\n\n<p>There are three types of scales you can use. The first is a standard numbered <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/50-opinion-scales\" target=\"_blank\" rel=\"noreferrer noopener\">opinion scale<\/a> where respondents select a number, e.g. between 1 and 10. The second is a <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/56-sliders\" target=\"_blank\" rel=\"noreferrer noopener\">slider<\/a>, which also requires respondents to select a number. Both ends of these scales are labelled to provide context to respondents, e.g. \u2018Not Very Good\u2019 and \u2018Extremely Good\u2019.<\/p>\n\n\n\n<p>The final type is a Likert scale (called a <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/44-matrix-common-scale\" target=\"_blank\" rel=\"noreferrer noopener\">Matrix<\/a> here on Shout), which are also numbered, but each point along the scale has a label.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Star ratings<\/h3>\n\n\n\n<p><a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/57-star-rating\" target=\"_blank\" rel=\"noreferrer noopener\">Star ratings<\/a> are simple in their aims, they ask respondents to rate an experience out of a number of stars. These are great for collecting reviews for different products, features or services you provide.<\/p>\n\n\n\n<p>For example, you could use a series of star rating questions to measure satisfaction for:<\/p>\n\n\n\n<ul data-block-type=\"core\">\n<li data-block-type=\"core\">Customer support<\/li>\n\n\n\n<li data-block-type=\"core\">Product quality<\/li>\n\n\n\n<li data-block-type=\"core\">Delivery time<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">Open-ended questions<\/h3>\n\n\n\n<p><a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/open-ended-questions\/\" target=\"_blank\" rel=\"noreferrer noopener\">Open-ended questions<\/a> are spaces where customers can write customized feedback and are essential to contextualizing your results<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" data-block-type=\"core\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"274\" src=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Open-Ended-Question-Type.png\" alt=\"Open Ended Customer Satisfaction Feedback\" class=\"wp-image-14375\" srcset=\"https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Open-Ended-Question-Type.png 800w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Open-Ended-Question-Type-300x103.png 300w, https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/Open-Ended-Question-Type-768x263.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>This <a href=\"https:\/\/freeonlinesurveys.com\/survey-research\/qualitative-data-collection\" target=\"_blank\" rel=\"noopener\">qualitative data<\/a> gives you insight into why customers responded a certain way and is the lynchpin for actioning change in your business.<\/p>\n\n\n\n<p>It also ensures that there\u2019s less bias when interpreting your results, allowing you to draw evidence-based conclusions rather than loose inferences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">How often should you survey customer satisfaction?<\/h2>\n\n\n\n<p>It can be tempting to ask for customer feedback as often as possible, but this can be counterproductive. Not only will you be drowning through a constant stream of data, you\u2019ll also annoy your customers. This may mean they ignore all future requests for feedback.<\/p>\n\n\n\n<p>We recommend you conduct full customer satisfaction surveys twice a year. This gives you enough time between surveys to act on feedback, so the results are not identical in each survey.<\/p>\n\n\n\n<p>You may also want to avoid sending a full satisfaction survey to newer customers, they may not have enough experience with you to provide actionable feedback.<\/p>\n\n\n\n<p>If you&#8217;re having trouble collecting a large enough data set to inform action within your business, take a look at how to <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/increase-survey-response-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">increase survey response rates<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">Best Practices for customer satisfaction surveys<\/h2>\n\n\n\n<ol data-block-type=\"core\">\n<li data-block-type=\"core\">Keep surveys short and sweet<\/li>\n\n\n\n<li data-block-type=\"core\">Ask the right questions at the right time<\/li>\n\n\n\n<li data-block-type=\"core\">Ensure questions are neutral<\/li>\n\n\n\n<li data-block-type=\"core\">Test before you send<\/li>\n\n\n\n<li data-block-type=\"core\">Act on results and follow up with customers<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">1. Keep surveys short and sweet<\/h3>\n\n\n\n<p>The longer your survey is, the more likely it is that respondents will suffer from survey fatigue, which can impact your survey completion rate. Before you start writing questions, think about the aim of this particular survey and what data you actually need (right now).<\/p>\n\n\n\n<p>This is for your benefit as much as your respondents. Collecting too much data can be overwhelming, it\u2019s better to collect a more manageable set and action changes one at a time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">2. Ask the right questions at the right time<\/h3>\n\n\n\n<p>Following on from our last tip, it\u2019s important to split your surveys up by their context. Not only does this keep them short and targeted, it also ensures you\u2019re collecting the right data at the right time.<\/p>\n\n\n\n<p>For example, if you\u2019re conducting an NPS survey, avoid asking questions about customer effort or satisfaction with individual experiences. You risk muddying your results or skewing respondents&#8217; answer choices when mixing and matching these types of questions.<\/p>\n\n\n\n<p>This is also important as each survey should be used at a different place in the <a href=\"https:\/\/www.salesforce.com\/uk\/blog\/2016\/03\/customer-journey-mapping-explained.html\" target=\"_blank\" rel=\"noopener\">customer journey<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">3. Ensure questions are neutral<\/h3>\n\n\n\n<p>When <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/writing-good-survey-questions\/\" target=\"_blank\" rel=\"noreferrer noopener\">writing survey questions<\/a>, you\u2019ll need to make sure the language you used doesn\u2019t influence the way respondents answer. Loaded language that&#8217;s evocative or leading questions that nudge respondents to choose a specific answer will leave you with a useless set of results.<\/p>\n\n\n\n<p>For the best quality data, write questions in a neutral way that encourages customers to express their own opinion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">4. Test before you send<\/h3>\n\n\n\n<p>It\u2019s an unfortunate trend in survey research to distribute before testing it yourself. It\u2019s totally understandable that you\u2019ve spent all this time writing the perfect questions for your goal and want to start collecting feedback, but it\u2019s important that you don\u2019t skip this step.<\/p>\n\n\n\n<p>You\u2019ll want to check that your survey is void of any spelling or grammatical error and that all your questions make sense in the context of the survey. Secondly, you can use this opportunity to put yourself in your customers\u2019 shoes to see if there are any biases or order effects induced by the survey.<\/p>\n\n\n\n<p>If you want to go one step further (and we think you should), you can collect some dummy responses from your colleagues or a small pilot group to get an idea of what your feedback will look like.<\/p>\n\n\n\n<p>This gives you the opportunity to chop and change your survey if the results aren\u2019t as useful as you expected.<\/p>\n\n\n\n<p>Finally, it also gives you the opportunity to check the technical elements of your survey. If you\u2019re using an online <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/survey-maker\/\" target=\"_blank\" rel=\"noreferrer noopener\">survey maker<\/a>, it\u2019s likely you\u2019ll be employing features like <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/64-default-logic\" target=\"_blank\" rel=\"noreferrer noopener\">Question Logic<\/a> and <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/help\/article\/62-text-piping\" target=\"_blank\" rel=\"noreferrer noopener\">Text Piping<\/a> to personalize survey content. It\u2019s much harder to fix these things if your survey is live and has already collected responses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" data-block-type=\"core\">5. Act on feedback and follow up with customers<\/h3>\n\n\n\n<p>There\u2019s no point collecting all this feedback if you don\u2019t intend to act on it. The only question you need to ask yourself is when and how you will act on it.<\/p>\n\n\n\n<p>You\u2019re going to receive a lot of different opinions and some of them will be contrasting, it\u2019s up to you to decide how much of your audience needs to agree in order for their feedback to create change.<\/p>\n\n\n\n<p>But this isn\u2019t the final step, you should then get in touch with customers to let them know that you acted on their feedback.<\/p>\n\n\n\n<p>This will show them you\u2019ve gone above and beyond to improve their experience and will go a long way in improving customer loyalty and retention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" data-block-type=\"core\">Wrapping up<\/h2>\n\n\n\n<p>So, that&#8217;s how to create a customer satisfaction survey. It\u2019s important to keep in mind that it\u2019s impossible to please everyone, we can\u2019t think of a single company that has a 100% customer satisfaction score.<\/p>\n\n\n\n<p>If you can please the vast majority of your audience whilst maintaining your values and mission, you\u2019re doing everything right.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a customer satisfaction survey? Other types of Customer Satisfaction Surveys Why are Customer Satisfaction Surveys important? Customer satisfaction question types How often should you survey customer satisfaction? Best Practices for customer satisfaction surveys Wrapping up Your customers are the lifeline of your business, and their experience with you is integral to your continued [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12507,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,18,10],"tags":[],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":6}},"featured_image_urls":{"full":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey.png",860,378,false],"thumbnail":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey-150x150.png",150,150,true],"medium":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey-300x132.png",300,132,true],"medium_large":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey-768x338.png",768,338,true],"large":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey.png",860,378,false],"1536x1536":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey.png",860,378,false],"2048x2048":["https:\/\/wp-stagesh.bugfree.co.uk\/wp-content\/uploads\/2021\/07\/How-To-Create-A-Customer-Satisfaction-Survey.png",860,378,false]},"post_excerpt_stackable":"<p>What is a customer satisfaction survey?Other types of Customer Satisfaction SurveysWhy are Customer Satisfaction Surveys important?Customer satisfaction question typesHow often should you survey customer satisfaction?Best Practices for customer satisfaction surveysWrapping up Your customers are the lifeline of your business, and their experience with you is integral to your continued success. This is why customer satisfaction surveys are so important. Think about why they came to you in the first place; to solve a problem they had. By measuring customer satisfaction, you can identify what is working for them and what isn&#8217;t. What is a customer satisfaction survey? Customer satisfaction surveys&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/category\/customer-experience\/\" rel=\"category tag\">Customer Experience<\/a>, <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/category\/digital-marketing\/\" rel=\"category tag\">Digital Marketing<\/a>, <a href=\"https:\/\/wp-stagesh.bugfree.co.uk\/category\/survey-design\/\" rel=\"category tag\">Survey Design<\/a>","author_info":{"name":"Evan","url":"https:\/\/wp-stagesh.bugfree.co.uk\/author\/evan\/"},"comments_num":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create a Customer Satisfaction Survey - Shout.com<\/title>\n<meta name=\"description\" content=\"Learn how to create a customer satisfaction survey and identify how you can improve relationships and increase customer retention.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/wp-stagesh.bugfree.co.uk\/survey-design\/how-to-create-a-customer-satisfaction-survey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Customer Satisfaction Survey - 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