Asking the right customer satisfaction survey questions can tell you much more than whether your customers are simply satisfied or dissatisfied.
The answers reveal feedback that can help you retain business, validate business decisions and strategies, and ultimately grow your brand. They also help dictate the customer journey by showing you exactly what your customers want from you — as well as what they don’t.
In this post, we’ll discuss how to gather powerful customer insights using the right customer satisfaction (CSAT) questions at the right time.
To make the most of your customer satisfaction survey you’ll need to properly plan your questions and end goals. Always keep these factors in mind as they’ll have a huge impact on your responses:
Now, on to the fun part. To help you build your own effective CSAT surveys, here are some sample customer satisfaction survey questions to ask for a range of different situations.
General questions can be used in various industries and scenarios. They target overall customer opinions on your services and brand, product or service usage, as well as customer motivations.
These surveys can be done periodically or directly after an event. For example, video and messaging apps like Hangouts and Viber will ask you about the quality of video and audio right after you finish calls.
Here are sample questions based on different response formats:
Likert scale:
Yes/No
Multiple-choice
Open-ended
Try these seven email templates (plus tips to encourage your customers to reply).
Sending a CSAT survey after important milestones is essential. These questions will help you understand whether your onboarding process works and where you can potentially make improvements.
Likert scale
Yes/No
Open-ended
This is mostly relevant to SaaS, but if your industry also does customer training, you can modify these questions to specifically reference your services.
Likert scale
Yes/No
Open-ended
After a new product or feature launch, there will be a probation period where you’ll need to evaluate whether the new release has a future or whether it needs fine tuning. Here are some questions to help that process along.
Likert scale
Yes/No
Open-ended
The exact timing and length of your post-purchase CSAT survey will depend on what you want to know. If you just want to gauge the overall feeling of your customers towards their purchasing experience, you can ask simple broad questions.
For more in-depth information about purchasing, you can send a survey with multiple questions about price, site navigation, delivery time, and ask the customer to rate each one of them on a Likert scale. Amazon, for example, may ask you to rate a seller based on factors like speed of delivery, the accuracy of description, etc.
Likert scale
Yes/No
Open-ended
These types of customer satisfaction survey questions can be sent automatically to customers when a support ticket closes. It’s meant to assess how well your support team did in resolving the customer’s issues or providing them the information they needed.
Likert scale
Yes/No
Open-ended
Learn how CS leaders are measuring their teams' impact on growth and revenue.
Although sending targeted CSAT surveys is important, successful companies are open to feedback constantly. Apart from sending surveys with tools like Delighted, Typeform, and SurveyMonkey, try to cultivate a level of trust that will encourage your customers to proactively tell you what they think.
For example, you can include a link to anonymous surveys in every email communication. Or, you could place a link in a prominent position on your site. You could even use your chatbot to collect feedback from customers 24/7.
Most importantly, show that you care about your customer’s voice. And the best way to do that? Act on the feedback you get. Many customers don’t believe that companies act on the feedback they provide. So, this is a great opportunity to positively surprise them.
Mariana is the Sr. Copywriter at Acquire. She enjoys using stories to connect with people and typically writes about customer experience, entrepreneurship, and digital marketing.
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