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CUSTOMER EXPERIENCE

Improve Customer Satisfaction: Why surveys are pathways to identifying customer needs

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Happy customers are the driving force of a successful business. As every product or service is tailored to fulfill customer needs, getting an accurate picture of their journey is essential to improve customer satisfaction. In fact, 33% of Americans say they’ll consider switching companies after just a single instance of poor service. While most businesses believe they are customer-centric, the reality is they are more focused on their products/services instead of thinking about their customers first.

Measuring customer satisfaction is imperative for businesses that want to tap into the customers’ psyche and boost their overall experience. So, how to build a growth-inducing customer satisfaction (CSAT) survey that collects true and unbiased feedback from the customers? Let’s find out:

Best practices for creating customer satisfaction surveys:

Begin with choosing the right survey type

To collect accurate feedback from your customers, it’s essential to choose a survey type that matches your goals. Consider the type of information you need to gather, is it qualitative or quantitative? For example, if you want results that could highlight the trends at a glance, you should opt for either NPS or CSAT survey. Likewise, if you need detailed and descriptive insights into customer experience, you should consider a CES survey. Here’s a sneak peek into different surveys for measuring customer satisfaction:

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Approach the customer at the right time

When it comes to sending surveys, timing matters a lot. Deploying surveys at the wrong time might fetch you inaccurate results. To ask your customers for feedback, it’s important to identify the ideal touchpoints after completing an interaction with your customer. This helps to improve customer satisfaction at every stage. 

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Ask a limited number of questions

Figuring out the correct length might be tricky for those who’re sending a survey for the first time. There’s no doubt that asking a lot of questions may cause the customers to abandon the survey but not asking enough questions won’t let you gather the required information. Although there’s no defined standard for the survey length, an ideal survey should range between 10-20 minutes. 

Test your survey always

Before deploying a survey to improve customer satisfaction, it’s important to test it too. You can send it to a small group initially to check the results that you obtain. Following up with this group and soliciting feedback from them will help you discover the gaps in your survey. Once you get sure about the effectiveness of your survey, you can start sharing it with your targeted customers.

Respond promptly after receiving feedback

Following up with survey respondents is the most important yet most ignored step in the customer satisfaction campaign. Once you receive some feedback from your customer, it’s important to respond back to them immediately. In case it’s a positive one, you must ensure to thank them with an email or a handwritten note. After getting negative responses, you should personally get in touch with them asking for the reason behind it and how you could improve.

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Ace your Customer Satisfaction Survey with the right question types

The questions of a customer satisfaction survey need to be precise, specific, and straightforward. The data you’ll get from your survey is directly proportional to the way you pose a question. Here are some question types that you should include in your customer satisfaction survey:

Questions related to Product/Service Usage

To gauge customer success and satisfaction levels, it’s important to collect feedback about the product/service that your customers are using. Without such feedback, it’s impossible to assess your customers’ needs and offer them an effective solution. Discovering how satisfied your customers are will help to identify key areas of improvement in your product/service. This information can be used by your product marketing teams to enhance customer retention too.

Questions related to demographics

Playing a key role in customer segmentation, demographics empower your sales and marketing divisions to seamlessly create buyer personas. Once the customers are grouped according to their characteristics (like age, location, gender, marital status, etc.), the process of visualizing the target audience gets simplified and it helps to follow up with leads most likely to convert.  

Questions with open text

By enabling the respondents to express their opinions completely, these are free-form questions that come up with an open text format. As the answers are not limited to a prewritten or closed set of responses, the feedback received using these questions is true and unbiased. These questions can prove to be an instrumental asset for identifying the concerns that your customers have. 

Creating a customer satisfaction survey helps to determine the core value of your customers, identify their pain points, and innovate around their needs. Voxco offers best-in-class, omnichannel CX solutions that empower brands to improve customer satisfaction – thereby winning customers’ hearts & loyalty. For more info, get in touch with us today!

Voxco is trusted by Top 50 Market Research firms, Global Brands & Universities in 40 countries. Voxco offers full omnichannel capability including CATI, Predictive Dialler, Online surveys, offline CAPI, and Panel Management.
Sahaj Sharma

Sahaj Sharma

Sahaj Sharma is a content marketer at Voxco. Owning a bachelor’s degree in computer science engineering, he loves exploring digital industry trends and creating content to help businesses shape their market presence. Apart from content creation, the other three things that vie his mind share are fashion, food, and travel.

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