Customer Satisfaction Surveys: 5 Best Practices

Company news
September 22, 2021

Measuring customer satisfaction is the first step in increasing Customer Satisfaction Levels. To help you get the most out of your Customer Satisfaction Surveys and the valuable insights attached to them, follow these 5 simple tips:

Tip 1: Limit the number of survey questions

First things first, keep it short! When was the last time you filled out a 20 minute survey? My guess is never. So don’t overwhelm your customers with too many questions. With that being said, try to keep the phrasing of your question as short as possible too. Aim for a clear, straightforward question with a well-defined purpose. For example:

  • How would you rate the support you received?
  • How would you rate your satisfaction with our team in resolving your issue?
  • How would you rate your satisfaction with our team in resolving your issue?
  • How would you rate your experience with our product?
  • Based on your recent interaction with [your company name], how satisfied were you with the service you received?

💡To increase your survey response rate, we built Trengo’s CSAT feature with these best practices in mind. That’s why, by default, you can add one survey question to your CSAT survey.

Tip 2: Ask for further feedback with an open-ended question.

Don’t stop there. Allow your customers to express themselves in their own words. That’s the part where you’ll gain a deeper understanding of their experience. It’s where you’ll discover any potential improvement opportunities and actionable takeaways.

For example:

Although open questions are slightly more time-consuming to analyze, they offer much greater insights into what your customers are actually thinking.

Some more examples:

  • Do you have any additional comments or feedback you’d like to share with us?
  • How can we improve your experience with our website?

💡The customer response table in your Trengo settings shows you all important key information associated with your customers. It’s designed to give you a better understanding of your customers and their experience with your business.

It displays insights like how each customer rated the interaction they had with your business, the agent they communicated with, and the overall feedback they left.

Tip 3: Don’t make it a one-time thing

Ask for customer feedback continuously. Don’t make it a quarterly, or even a yearly occurrence, instead ask your customers for their feedback regularly. Any sudden spikes, whether positive or negative, will tell you immediately where to draw your attention to. This way you’ll stay aware of the latest customer trends and you’ll make sure to collect diverse feedback, both positive and negative.

Tip 4: Think about timing

Don’t wait too long. Pick the right moment in your customer journey to ask for feedback when the customer’s memory of you is still fresh.

If you’re having multiple interactions with your customers, consider sending your surveys after a few interactions rather than after every reply. A good example, in that case, would be somewhere between 2 to 4 days after a support agent closed a ticket.

Tip 5: Follow up

Now that you’ve gathered insights on your customer’s satisfaction levels, you’ll need to put the results into action. Put together a plan, how will your team respond to feedback? Will you schedule 1-1 sessions with your customers? Send them a follow-up survey or email? This step will vary on your company, team, and resources available to you. Either way, it’s important to have a plan in place to make to run successful CSAT campaigns.


Want to learn more about CSAT? Here are more resources about Customer Satisfaction Surveys:

  • Why we build Customer Satisfaction
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