Customer Satisfaction Surveys: Stop Guessing What Customers Care About


What Matters to Your Customers?
Do your customers care if call center agents address them by name? Does it make a difference? What about product knowledge – should agents know every single product detail? If you don’t know, you should definitely find out – especially if you are training and measuring agents on a specific behavior such as using the customer’s name a few times.

How do we ask customers what they expect?

By using Customer Satisfaction Surveys.

But what about social media, you ask? Won’t that tell you everything you need to know?

Social Media Provides Half the Picture.
Thanks to social media, we often know immediately when our customers are dissatisfied. In fact, dissatisfaction tends to go viral, whereas satisfaction and positive kudos remain relegated to the feedback section of ratings sites, whether Amazon, Google or Trip Advisor. Often, satisfied customers give no feedback at all. (Sometimes silence really is golden.)

That social media half-picture – the dissatisfaction – is an important part of managing customer experience & satisfaction. Unhappy customers, after all, reduce repeat business – and customer retention (LINK TO PREVIOUS POST) is an incredibly valuable source of revenue. More than that, however, negative customer feedback can also cost you new business.

Satisfied Customers Are the Source of Repeat Business & Customer Retention
Measuring and monitoring customer satisfaction is an important management practice. It can equip you to manage and turn around customer dissatisfaction.

The actual measurement of customer satisfaction is specific to each company’s client base, and is personal to each individual situation. This means it will vary based on the company’s target audiences and their individual likes and dislikes. The objective is to determine what they value about your products and services, in order to better serve them.

Using IVR & ICR Automated Customer Satisfaction Survey Tools
Both Interactive Voice Response (IVR) and Interactive Computer Response (ICR) automated customer service tools (both of which CSR offers) can be used to perform web-based Customer Satisfaction Surveys.

Best Practices for Customer Satisfaction Surveys
Properly-designed satisfaction surveys identify areas for improving customer service delivery. Here are six tips to use when designing your next satisfaction survey:

  • Surveys should be designed to work in tandem with your Quality Monitoring program. Ensure what you are measuring with the customer questionnaire matches up with what is being measured in your Quality program.
  • In order to benchmark satisfaction, your product or service delivery should be compared against your competition.
  • Customer Satisfaction Survey questions should be relevant and specific to your product and target audience.
  • Keep surveys short and sweet – try not to exceed 10 questions. If you have more, try to condense the number of questions.
  • A write-in text box for comments should always be included.
  • Sample sizes need not be as big as you might think. Most researchers use the standard confidence level of 95%, with a confidence interval of 5%. Using a statistical calculator for a customer base of 100,000, this would mean only 383 customer surveys in a month.

Customer Satisfaction Survey Measurement

One of the keys to successful survey measurement is to use a balanced answer option scale. This generally entails a 5- (or sometimes 6-) point answer option for ease of scoring, which includes:

  • 2 answer options for Satisfied
  • 2 answer options for Dissatisfied
  • 1 answer option in the middle

What do the survey labels using a balanced answer scale generally look like? I’m sure you’ve seen them many times:

  • Highly Satisfied
  • Satisfied
  • Neither Satisfied or Dissatisfied
  • Dissatisfied
  • Highly Dissatisfied

The Popularity of the Net Promoter Score
Today, the majority of Fortune 1000 companies use an easier-to-administer measurement – the Net Promoter Score (NPS). The NPS consists of just a single question: how likely are you to recommend the company or brand? Using an 11-point scale (0 to 10), it then categorizes responses into three distinct categories: Detractors, Passive respondents and Promoters.

Understanding how people perceive your product, service and brand is critical to building a happy, loyal customer base. Customer Satisfaction Surveys and Net Promoter Scores are important tools for aligning your quality monitoring program’s objectives & methodologies to address actual customer impressions of your performance.