Customer Satisfaction Survey

Skill level: Intermediate

Description

A customer satisfaction survey measures customer satisfaction in regards to a product and/or a service on a scale large enough to draw statistically valid information for making business decisions.

Creating a survey requires a certain skill to ensure that questions are worded in a way that prevents variances due to interpretation. Therefore, if a new survey is required, engaging support from an experienced survey creator is recommended.

Surveys can be conducted in a number of ways, including mail, phone, in-person, electronically (e.g., web-based surveys), and in group sessions.

Executing and analyzing the results from survey returns can provide real value to an organization provided the feedback is understood, acted upon, and, where possible, communicated back (closed-loop communication) to the respondent along with a summary of actions taken.

Benefits

  • Efficiently gather a considerable amount of information from a large population
  • Measure “as is” conditions and customer perceptions
  • No induced bias from the interviewer or moderator
  • Relatively low cost

How to Use

  • Step 1.  Define what you want out of the survey
  • Step 2.  Establish a list of customers to be surveyed
  • Step 3.  Develop questions to be asked
  • Step 4.  Test questions/survey and finalize
  • Step 5.  Send survey
  • Step 6.  Collect data from survey
  • Step 7.  Analyze the findings

Relevant Definitions

Survey: A carefully planned questionnaire designed for gathering data for future analysis, using various methods for rating and scaling customer satisfaction towards a product characteristic or a service.

Example

A restaurant wants to determine a customer’s overall satisfaction level. It has partnered with a company to establish a postcard survey that the customer can complete while at the restaurant or submit via mail afterward. Some of the questions included in the survey follow:

Customer_Satisfaction_Survey_Table1

To assist with evaluating the right type of survey for your needs, the following table provides additional insights into the effectiveness of the results:

Customer_Satisfaction_Survey_Table2

 

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