10 Musts for Customer Satisfaction Surveys

There are many ways to enhance your customer feedback data to ensure as much participation as possible, along with receiving the best results possible. Here are just a few.

1. Define Your Approach

Surveys can take many different forms and serve many different purposes and getting a high response

When designing research for customer satisfaction surveys, it is important to start with a "clean sheet." By tailoring your questions to your customer’s trigger points, you will be sure to yield higher response rates as you will be speaking more on the same level.rate can depend on how you engage with your research initiative.


2. Know your Market

Your customer database can allow you to gain insight into the individual characteristics in your customer segments by determining:

  • Type of customer (B2B or B2C)
  • Spending habits
  • Stage in the customer life cycle
  • >Your most profitable segments

By using this information, you will be better positioned to gain insight into your most lucrative customer segments.

3. Keep your survey short and to the point

I'm sure you're bursting to ask your customers every question under the sun, and get to the know them better but hold fire by asking your clients pages of questions that will take too much time from the respondent.

To increase response, give the respondent a reference of time to go against as this will set the expectation of how long the survey will take.

4. Group similar questions and themes together

Does your survey flow? Or does it jump around? By designing your questions to flow from theme to theme, you will ensure that your respondents don’t run the risk of cognitive overload, which is the single most contributing factor that affects survey response rates.

5. Use Key Performance Indicators

By assigning key performance indicators to your questions, you can ensure that each question written delivers the insight you need for your organization to help shape your approach to customer service.

6. Be Personable

A survey is a chance for your organization to have a one-on-one relationship with your client so it is important to be polite, word your questions clearly and use the opportunity to create a person to person link.

7. Keep required fields to a minimum

Personal information can be a sensitive hurdle for respondents and although it is important to know who is filling out your survey and track responses, it is also important not to alienate respondents. Show your flexibility; half response is still better than no response.

8. Be generous with white space

When designing a customer satisfaction survey, it is important to make use of white space, making the design as user friendly as possible. By creating an aesthetically pleasing survey design, you will ensure an increase in response rates and decrease the number of non-completions.

9. Pilot, assess and re-adjust

So you’ve built your survey but does it work? By deploying a pilot of your survey, you can be sure to pick up an loose ends you might have missed and identify how you can optimise your questions to deliver the best, most useful customer research for your department and organization.

10. Measure

Measuring customer satisfaction shouldn't just be once a year, it should be an initiative that happens throughout the year, as customer opinions, attitudes, expectations and attitudes tend to fluctuate.

To learn more about how you can use survey analytics to enhance your customer service experience, please click here.