What is a Customer Satisfaction Survey?

A customer satisfaction survey is an instrument that helps companies measure their customers’ level of satisfaction with their product/service. This is a key process to help your customers achieve success

They’re especially useful for identifying unhappy customers (sad, I know) as well as those that love your brand so much they have the potential for being brand advocates.

The importance of receiving customer feedback goes way belong to this overview of your customers’ point of view.

What is a Customer Satisfaction Survey?

Customer Satisfaction Surveys come in all shapes and sizes. They normally range from 5 to 10 questions (shorter won’t give you enough insight, longer will take too much of the customer’s time) about your product/service, the customer’s personal experience and his/her overall satisfaction with what you provide them.

A Satisfaction Survey can be a digital form you send your guests after they stayed at your hotel or your users after their free trial has ended, or a written form you fill after you’ve eaten at a restaurant.

They can be self serviced (as the mentioned forms) or applied by a team member or specialized company in person or over the phone.

The general purpose of customer satisfaction surveys is to assess how satisfied your customers are with different aspects of your product/service. Identifying unhappy customers is as important as identifying extremely happy ones (potential advocates).

Why you should invest in Customer Satisfaction

Customer going from the beginning to the end of customer journey.

Understand Customers’ Expectations

More often than not, a satisfaction survey offers powerful insights so that your product team can focus on fulfilling (and possibly exceeding) your customers’ expectations.

Understanding what your customers are valuing is a key point to define and prioritize the next steps of your product and/or service.

Improve Customer Retention

Unfortunately, they’re also very useful for pointing out potential problems that can affect the future of your company.

If you have a defined plan for measuring customer satisfaction on a regular basis, you’ll most likely identify any alterations and indications of problems a lot earlier than you would without it.

A (very) large part of your unsatisfied customers won’t complain about what is bothering them unless they’re asked. Research shows that over 95% of unhappy customers won’t complain, but over 90% of those will leave without saying anything (and never come back!).

Showing your customers you know the problems and are already working on them will improve customers’ retention. Besides that, having (and maintaining) happy customers improves the odds of repeat purchases as well as raises your general customer lifetime value.

Learn How to Identify and Treat Detractors

Unhappy customers, on the other hand, can be a lot more harmful than you think. Not only are they very unlikely to keep buying from you, but there’s also a big chance they’ll tell everyone they know about the bad experience they had.

It’s customary for effective satisfaction surveys to use rating scales – instead of asking your customers simple “yes” or “no” questions, you ask them to rate their satisfaction with a specific aspect on a 1 to 10 scale.

Using scales to measure customer satisfaction makes it a lot more practical to measure changes in satisfaction over time. That’s even more important when trying to measure the impact of a specific initiative.

Next steps to improve your Customer Satisfaction

To wrap things up, the overall goal of any satisfaction survey is obtaining actionable customer feedback that can be used for improving your overall customer experience (and, therefore, their satisfaction).

We live in a highly competitive, digital world. Most of the best companies in the world are heavily focused on creating the best customer experiences they possibly can, focusing not only on meeting customer’s expectations but exceeding them.

Measuring and tracking your overall customer satisfaction is the first and most important step towards creating amazing experiences. Keep that in mind, always, and you’ll be on the right path towards developing an awesome product/service.

And creating an open channel to receive customer feedback is the first step of your process. Here at Pipefy, we have a ready-to-use Customer Feedback Template.

Learn how to use it and start improving your Customer Experience. 

Written by
Isabelle Wuilleumier Salemme
Head of Customer Support @Pipefy. She uses her extensive Pipefy knowledge to help users make the best of Pipefy via support and writing informative content pieces. Besides being in charge of support, she's an avid reader, a coffee lover, and a professional photographer.
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