How to write customer satisfaction surveys

Happy and successful customers are the lifeblood of any business. You can create happy customers, but to do so you have to really understand them and how they think about you. Customer satisfaction surveys are the perfect way to do this.

1. What is a customer satisfaction survey?

Customer satisfaction surveys are a questionnaire designed to help companies understand what their customers think about their products or services, their brand and their customer service. Customer satisfaction surveys allow companies to strategically improve products, optimize the user experience and deliver exactly what the market demands.

Read more about it at: What is customer experience and why does it matter?

2. Types of customer satisfaction surveys

There are several ways to find out if your customers are happy, loyal and satisfied with your product or service, and each can help you learn something about your users’ experience. Here are four of the most effective surveys you can use to understand your customers.

2.1. Customer Satisfaction Score (CSAT)

Customer satisfaction surveys usually contain a simple question with a binary answer (e.g., yes/no, happy face/sad face). They ask things like “Did our product do what you wanted it to do?”

These scores are usually high (in the 98%+ range), so a sudden increase in negative scores indicates that there is a problem that requires immediate attention.

Encuesta de satisfacción al cliente
Satisfaction score

2.2. Net Promoter Score (NPS)

Net Promoter Score survey asks customers to rate how likely they are to recommend your company/product to a friend or colleague on a scale of 0-10. Then compare their percentage of detractors (0-6 responses) to promoters (9-10 responses) to see where your company stands: the more promoters you have, the more you can infer that people are satisfied with what you offer.

Net promoter score
Net Promoter Score

NPS: a complete guide to measure and improve it in your business

2.3. Customer Effort Score (CES)

The customer effort score measures how much effort it takes customers to use your product or solve a problem through customer service.

2.4. Milestone surveys

Milestone surveys are questionnaires that are sent at key points in the customer journey to help better understand the user experience. A milestone can be time-based (e.g., send a survey 60 days after registration) or experience-based (e.g., send upon completion of onboarding).

3. Customer satisfaction survey templates

3.1.  Net Promoter Score® (NPS) Survey Template

Plantilla de NPS
Net Promoter Score Survey Template

3.2. Customer Satisfaction Survey Template (CSAT)

Plantilla de encuesta de satisfacción del cliente (CSAT)
Customer Satisfaction Survey Template (CSAT)

3.3. Customer Effort Score (CES) Survey Template

Plantilla de encuesta de puntuación de esfuerzo del cliente (CES)
Customer Effort Score (CES) Survey Template

By using these customer satisfaction surveys you’ll be able to build a solid foundation for understanding your customers, addressing their needs and concerns on an individual or micro level, and improving the overall experience on a larger scale. Of course, you may not see an immediate increase in scores when you start making improvements, but if you collect solid data and trust the process, scores will improve over time and ultimately your satisfied customers will drive the success of your business.

Remember, to improve your online presence and stand out on Google and Google Maps, having a review and customer experience management strategy can make all the difference. You can count on RAY, a comprehensive solution that can help you improve your Google reviews, rank high in search results and provide an exceptional customer experience.

4. Keep learning with these articles

Hopefully, by now you have a solid understanding of customer satisfaction surveys, you can continue reading more articles that will help your brand or business in our Blog.

Simón González

Content Hub Creator