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6 Types of Customer Satisfaction Surveys & Their Impact on Brand Strategy [+ Examples]

6 Types of Customer Satisfaction Surveys & Their Impact on Brand Strategy

Earlier on our blog, we have already touched upon customer experience management, and what a business can do in order to cater to their audience even more. Today’s topic is a continuation of the idea, as customer satisfaction surveys are an element of the said customer experience management. 

As internet surfers and app users, we don’t usually pay much attention to questions like how likely you are to recommend our service to others, or on a scale of 1-10 how would you rate your experience with our service. Those questions belong to the customer satisfaction surveys and they play a huge role in the Voice of Customer and Customer experience management campaigns. In today’s article, we will look into the types of such surveys, and see how to incorporate them into the user flow.

Note: find a customer satisfaction survey cheatsheet at the end of the article! 

What is a customer satisfaction survey?

The customer satisfaction survey is a simple questionnaire designed to garner feedback from clients and users. Such surveys allow understanding what customers think of the product, and the service: this way brands can improve their customer experience strategically, without having to guess what may be the bump in the process. 

Types of customer satisfaction surveys

Net Promoter Score (NPS) Survey

A customer satisfaction survey is used to measure customer loyalty. 

The question that is usually asked with such a survey is how likely are you to recommend our company/product/service to a friend or colleague? The customers can pick on a scale from one to ten. 

In this process, the customers can be of three types:

  1. Detractors (for picking 1-6)
  2. Passives (for picking 7-8)
  3. Promoters (for picking 9-10)

Then, once you have your results, the NPS score is calculated by the following formula: subtract the percent of Detractors away from your percent of Promoters. For example, if 60% of responses were Promoters and 15% were Detractors, your Net Promoter Score would be 45.

If you are using some sort of software to conduct surveys and collect data, like Checker, your NPS score will probably be calculated automatically based on the responses.

What is it used for? 

NPS surveys is usually taken to see the overall satisfaction and customer loyalty. Businesses can also compare how their customers feel about their service, in comparison with the competitors. It is also useful for finding people who are more likely to switch to competitors or spread negativity about the brand.

Customer Satisfaction (CSAT) Survey

A customer satisfaction survey is used to determine if your business meets customers’ expectations.

The question used for this survey is any variation of How would you rate your overall satisfaction with the products/service you received? The answer options vary from very unsatisfied to very satisfied. Any other scale can be used.

The formula for calculating the CSAT score is the number of satisfied customers divided by the total number of respondents, then multiply by 100. 

(Satisfied customers / total respondents) x 100

What is it used for? 

For brands with a lot of services the CSAT survey will be helpful in determining the strongest ones that can be further promoted: if the same service consistently gets Satisfied marks, you can further work with it. Any feature getting dissatisfied marks needs to be improved.

Customer effort score (CES) 

A customer satisfaction survey is used to measure how much effort it took a customer to interact with services/products/customer support, etc.

The way to approach such surveys would be to ask How easy it was for you to resolve your issue with our help, or any similar wording. 

What is it used for? 

A customer effort score is a great way to check and improve the smoothness of processes within your product. Without asking anything specific at first and asking too much of the customer, you can determine which touchpoints are painful and need to be investigated further.

Post-Purchase Survey 

A customer satisfaction survey is used to get feedback on a particular experience.

This type of survey usually is longer – as opposed to the previously mentioned ones, which are one-question surveys. Since it does require a little more time to go through with it, Post-purchase surveys are usually sent via a link or email. 

As the name suggests, post-purchase surveys are sent out after the customer has made a purchase or tried a product. The questions of such a survey can be both open-ended, and close-ended with a “Strongly Disagree” to “Strongly Agree” type scale. For instance, Are you satisfied with the service you bought? Is a good question to include.

What is it used for? 

This survey offers a much closer look at a specific aspect, customers can explain further and offer their own opinion on how something can be improved. It is an incredible source of feedback, a Voice of customers that can help resolve real issues.

Product or Service Development Survey (Concept Testing)

A customer satisfaction survey is used to gauge customer response to a new product before launching.

Development surveys are a way to find out how likely are the existing customers to purchase a new, about to launch the product. This one is a bit harder to prepare since you will have to give your customers a glimpse of the products somehow, and then collect their feedback with questions like What is the overall impression and Would you buy such a product. It’s good practice to sprinkle in some open-ended questions to receive a more detailed opinion.

What is it used for? 

By doing a concept testing survey before the rollout, a brand can test the waters and see how profitable the new product would be. It is also an opportunity to receive feedback on how the product can be improved. 

As a bonus point, customer loyalty also increases. As human beings, psychologically, people like to be involved in something. By letting them glimpse the product before the world sees it, you let your customer feel included in a small circle of the chosen ones. They can influence the development of something new – how can they move on from it later on? 

Usability Survey

A customer satisfaction survey is used to receive feedback on their website to create a better experience for the customer.

Such surveys are usually placed in pop-ups on the website, with questions like Did you find what you were looking for, and What do you think we can improve about the experience?

What is it used for?
By using usability surveys on-site, brands can see how the user experience and user flow can be improved for their customers. They can answer once the opinion is still fresh, and mention exactly what aspect can be done differently, and what flaws can be fixed.

type of customer satisfaction survey

How to build a customer satisfaction survey?

Now that you know the types of customer satisfaction surveys, let’s wrap it up with some advice on how to make the most out of them.

Stay light – don’t ask too many questions at a time.

Even in a longer survey type, like a post-purchase one, stay concise. Customers taking part are doing you a favor by participating, you don’t want to scare them away with 100 questions.

Don’t take too much time – limit open-ended questions.

Open-ended questions usually take quite some time to type in the answer, so make sure you balance them out with some close-ended ones.

Find the right software

Creating, conducting surveys, and analyzing data are much easier if you have the right software. With platforms like Checker, both businesses and research agencies can minimize the effort and gather real data.

Checker is an all-in-one platform for a list of surveys: from CATI to online surveys. If you are interested in taking a look at the solution, you can request a presentation and we will gladly show you around.

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