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Customer feedback surveys are used by companies to gather information from customers on their happiness or satisfaction levels with the goal of using this information to improve CX (customer experience).
Beyond stimulating improvement in existing business, feedback surveys can also help identify new avenues for growth. A lot of large companies rely on customer feedback to remain competitive within their industries. Within this article, we will look at five different companies that have used customer feedback to effectively improve CX and we will also go through a few useful customer satisfaction metrics that are measured through surveys.
Apple has consistently ranked well in different customer satisfaction rankings in the past few years. This can be credited to the fact that they rely on customer knowledge for innovation and improvement. They constantly remind customers that they welcome feedback.
Feedback surveys are sent to customers immediately after a purchase is made, allowing Apple to obtain quick and accurate feedback while the interaction is still fresh in the mind of the customer. An especially prominent metric for Apple is Net Promoter Score, a metric that reflects long-term customer loyalty.
Hyatt is a well-known multinational franchiser of hotels. They consistently deliver great customer experience across their hotels worldwide by building their brand around customer feedback. The two ways in which they collect feedback is through social media and through feedback forms on their website.
Uber is another top company that relies on customer feedback to remain competitive. Uber drivers are known to care about their ratings as bad customer ratings will get them in trouble with their employer and will affect their salary. The real-time feedback they receive allows them to correct customer pain points proactively and helps them ensure that only the best drivers stay on the road.
Timberland is very popular in the fashion industry because of the footwear they sell. The brand prioritises customer feedback by encouraging customers to provide feedback on their website. Once customers click on the customer feedback button, they are redirected to a page that asks them a range of questions including those that allow them to calculate their NPS score and their CSAT score.
Let’s look at a few different types of customer satisfaction surveys, and the purpose of each one of them:
Customer Satisfaction Surveys, or CSAT surveys, are used to gauge levels of customer satisfaction at different touchpoints. It does so by asking customers to rate their satisfaction levels using a five-point Likert scale, from unsatisfied to satisfied, or a ten-point numeric scale. This is a useful metric to identify pain points within the customer journey and to measure short-term customer satisfaction.
NPS surveys, or Net Promoter Score Surveys, are used to gauge levels of long-term customer loyalty by asking customers how likely they are to recommend the company’s products/services to others. This metric can even be used to predict churn rate and to find out which customers have potential to turn into loyal consumers with an extra boost.
Customer Effort Score Surveys, or CES surveys, are used to understand how much effort customers have to put into an interaction with an organization. Customer effort can be very indicative of customer satisfaction as customer that have to put in a lot of effort to interact with your brand will be less satisfied with their experience. CES survey results are a very strong predictor of future purchase behavior.
CSAT, or Customer Satisfaction Score, is a measure of customer satisfaction and short-term customer loyalty. NPS, or Net Promoter Score, is a measure of long term customer loyalty.
Studies show that one in three customers will leave a brand after just one bad experience. This is why it is important to continually track satisfaction levels so that pain points can be identified and addressed proactively.
The following surveys can be used to gauge levels of customer satisfaction and loyalty:
Customer feedback allows companies to improve customer experience by identifying customer expectations and pain points. It helps companies ensure lower customer churn and a higher customer lifetime value (CLV).
Let’s look at some of the benefits of choosing Voxco as your survey software:
Voxco’s software helps you maximise your survey response rate by allowing you to connect with customers on their preferred channels.
Voxco Analytics helps you analyse survey data with the use of live dashboards and in-depth reporting.
With Voxco, you have access to a range of expert-written survey templates, including a CSAT survey template that helps you effectively uncover the key drivers of customer satisfaction.