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Customer Satisfaction Research

Market research 04 12
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For a business to maintain its position and aim high in the Competitive Market, it is important to retain its current customers while also acquiring new customers. The market experts are well aware that it is easy to keep the existing customer, but the challenge is to know who is loyal to the Company. 

Customer Satisfaction Research is a form of Market Research. It helps a company gather feedback from the customers about the products and services offered by the company. 

The research process involves surveying the target audience and collecting unbiased feedback. You can collect feedback on anything and everything depending on the goal of your Customer Satisfaction Research- price and features of product/service, to quality and coherence of customer service.

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Why is Customer Satisfaction Research important?

The opinion and feedback of your customers are vital for the progress of the brand. What your customers think of your products and services can help you in making important decisions regarding your business. 

Their opinions not only help in the growth of the brand but also help the Company shape the journey of their customers. Customer Satisfaction Research provides an extensive report. It can help you identify the pain points where attention and improvement are needed. 

Customers have plenty of brands to choose what they want. Knowing what your customers like can help you to retain them, by better serving them with products they like and motivating them to make purchases in the future as well. Addressing any issues that dissatisfy the customers can help you prevent them from leaving.

Customer Satisfaction Research1

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What are the Benefits of Customer Satisfaction Research?

Manage your business: Conducting Customer Satisfaction Research at the regular interval can help you identify the strengths of your business. You can measure the effectiveness of the strategies developed since previous research for further improvement. 

Voice of the Customer: Obtaining positive, as well as negative feedback and opinion from the customers, can help in the company’s growth. Customer Satisfaction research can be particularly useful for the customer service team who are responsible for providing service to the customers. You can also understand the best practices to retain customers. 

Identify Customers at risk of Leaving the Brand: Identifying the customers who are at risk of leaving the brand for your competitor can also help you understand the root cause. The customer feedback can show you the reason for dissatisfaction among customers. As a result, you can strategize to turn the situation around and prevent customer churn. 

Identify Loyal Customers: Loyal customers are your best and willing promoters. Customer Satisfaction research can help you identify who your loyal customers are. You can make these loyal customers feel valued by making them the advocates for your brand.

Customer Satisfaction Research2

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How can you conduct Customer Satisfaction Research?

Customer satisfaction leads to customer loyalty, which is an essential part of the success of any brand. Measuring customer satisfaction is not just about writing down a bunch of questions and spreading them around.

To ensure that you obtain reliable data you need to understand each step in the process of Customer Satisfaction research. 

Who should you interview?

  • Selecting whom to interview is the most complex decision you would have to make. For instance, should you be interviewing the child who likes to ‘Burger’ or the parents who buy them the ‘Burger’? 
  • The influence on buying decisions makes it difficult to select the candidates. When products are sold through intermediates it makes the research more complicated. 
  • To conduct a proper Customer Satisfaction Survey you need to include the important channels of customers, like the wholesalers and the final customers. 

What attributes should you measure?

The purpose of customer satisfaction research is to receive customer’s views on various factors of products and services. This gives the company a detailed insight on how it is performing and how it should improve further. 

Attributes such as ‘product’, ‘company’, ‘price’, etc. vary from company to company. Specific questions on such attributes can help you obtain a detailed report on how your customer views your company different from your competitors. 

How should you conduct the Research?

How you conduct your research is also essential. You need to use a method that can provide you with a way to monitor the changes from previous research till now. You can conduct your interview over 

  • Phone Interviews
  • Online surveys/ email surveys
  • Face to Face interview

Each has its advantages and disadvantages. Choosing the method of the interview can impact how much data you can gather and how much it will take. 

How to measure Customer Satisfaction?

You can use the Likert Scale or numerical scale system to collect customer feedback. Customers attach importance and expectation to the products and services. You should determine what tool would help you measure the satisfaction level of your customers. 

More importantly, the way you measure customer satisfaction will help you understand the strengths and weaknesses of your services.


Practices you should follow when creating Customer Satisfaction Research

Choose the right tool: A right tool can help you manage your extensive data a lot better. You can sort through the data and examine all of it if you are using the right tool. The Survey tool you are using should also help you ask different types of questions, track customer satisfaction, and gauge metrics. 

Ask relevant questions: Make sure that you keep the questions short, simple, relevant, and easy to understand. It is important that your responder completes the survey and not give up halfway because of long and irrelevant questions. 

Send the survey at the proper time: The best time to send a survey to your customer is a week or few days after their purchase, or, after they interact with your customer service team. Sending it a few times throughout the year can help you gather enough data to measure customer satisfaction. 

Use A/B tests: Send out two surveys to your audience to find out which survey style generates more response. The survey should not be identical or completely different. There should be minimal changes like color, number, and order of questions, or the structure of the question. 

This can help you find out which style is more effective. 

Lastly, thank your customers for the time they spent on the feedback.

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Customer Satisfaction Research Questions


  • How long have you used our product/service?
  • How often do you use our product/service?
  • Before purchasing our product, which alternative were you using?
  • Which features do you like the most in our products/service?
  • Do you have any suggestions for changes in our product?


  • Do you use your laptop to shop online?
  • When accessing our website what is the biggest roadblock you face?
  • Which social media did you spend the most time on?
  • How do you feel about a “specific product”?
  • Which one product do you dislike the most among our entire collection?

Satisfaction Scale

  • On a scale of 1 to 10, how would you rate your experience on our shopping app?
  • How likely are you to recommend our brand to your acquaintances?
  • How satisfied are you with our employee’s service?
  • On a scale of 1 to 10, how satisfied are you with our delivery service?
  • How likely are you to do business with us in the future?

Open-ended questions

  • How would you describe your journey with our company?
  • What can we do to improve your experience with our website?
  • How can our employees improve their service for you?
  • What is your reason for choosing our company over “competitors”?
  • DO you have any feedback or opinion for us?

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Customer Satisfaction is a marketing measurement that helps a brand determine how happy the customers are with their products, service, etc. The companies use surveys and ratings to collect customer satisfaction feedback to improve or implement change in their products/services.

The purpose of customer satisfaction is to collect feedback and opinions from the customers. Using feedback and opinions, a brand creates strategies to retain its current customers.

  • CSAT = positive responses/ total number of response X 100

For example, if you have 40 positive responses and 50 total responses, your CSAT is 80%

A good CSAT or customer satisfaction score is between 25 to 50%. Any score higher than 50% is considered an excellent CSAT. The average CSAT across all industries and companies is 15%.