VIPdesk Insights on Customer Satisfaction Surveys: The Good, The Bad and The Ugly

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VIPdesk helps clients respond and adjust to their customer’s feedback.  We all know customers’ opinions and feedback are one of the most essential components for the sustainability and growth of a business and are considered important throughout the customer lifecycle. 

So, why don’t we involve them enough? Because we don’t know how to. 

How do you know if the customer is satisfied? Or dissatisfied? How do you decide to work on a new feature, if you don’t even know whether the customer needs it or not? What do you think your customers expect from you? Did they find what they’re looking for? 

A customer’s experience and feedback validate important decisions within your business. In this post, we’ll dig into customer satisfaction survey questions and real survey examples — as well as what makes them so impactful. 

Raising NPS is always the core goal of customer service. When comparing the NPS and CES score, research shows that these scores correlate with each other: customers that indicate they had to make little efforts to fix a problem, also tend to give a higher Net Promoter Score.  

However, it is still worth using both measurements in one survey. Whereas NPS gives you a picture of your customer satisfaction on an overall level, your CES specifically indicates how you perform in handling customer issues. 

What are the core steps behind the science of a Customer Survey? 

Obtain customer sentiment about your brand. 

Improve the customer experience. 

Determine product or service performance.  

Collect product feedback.  

Ideas to help develop new products.  

Measure customer loyalty.  

Conduct market research surveys.  

Illuminate performance issues. 

Competitor insights. 

 Customer Satisfaction Surveys: The Good, The Bad and The Ugly

Calculating NPS and Satisfaction Surveys Together

NPS is one simple measurement to gauge CSAT.  The method behind it is to be short, sweet and to the point. This can be done via email or phone.  The purpose is to ask a 10-second question and get a very valuable response.

Raising NPS is always the core goal of customer service. When comparing the NPS and CES score, research shows that these scores correlate with each other: customers that indicate they had to make little efforts to fix a problem, also tend to give a higher Net Promoter Score.  

However, it is still worth using both measurements in one survey. Whereas NPS gives you a picture of your customer satisfaction on an overall level, your CES specifically indicates how you perform in handling customer issues. 

Knowing your Customer  

Your Customer Satisfaction Surveys reflect you as the brand.   Are you bombarding them with information that is not relevant to them?   Ask these questions about each customer as each one is unique!  We take the time to learn each and every customer here at VIPdesk. 

What product or service did this customer purchase?  

What are the demographics of the customer?  

Where is the customer located?  

How can we find out more about the purchase in a unique way?  

How can I get the customer to respond to the survey in a friendly way?  

The customer needs to know that even though this is an automated process and everyone knows it’s for the benefit of the company, that they are each a unique part of the buying journey.  They should feel even more cared for after purchase than during the research phase! 

Know the Rules of the Inbox   

This isn’t rocket science, it’s satisfaction!  So, we need to find out how the customer truly feels!  

Asking people outright how they feel about a purchase experience is not as easy as it seems.  Not only are people bombarded with emails and sales pitches, but they also have major filters set on their inbox to field these exact surveys right into the spam box.   

If you are planning to send an email to measure NPS, you better get that email just right so Google accepts it!  Formatting, Subject, and context play a large role.   

If the customer has accepted your email as a subscriber, you are in the green!  If the survey has been sent prior to this, 70% of the time it’s going into the junk folder.  

Satisfaction surveys can include graphics, emojis, freebies, giveaways, they don’t just have to be feedback forms!  Get creative with it!  

Open-Ended Questions Explore Responses  

Just like a real conversation, you want to ask your most loved customer how they feel about their purchase.  This sometimes needs to be in the form of open-ended questions!   Don’t be scared to down to the nitty-gritty details of their experience.   It’s a great way to learn about your customer.   

Our recommendation is to simply ask one question in tandem with NPS and that is, why did you provide that score?  Here are a few other samples: 

What’s working for you and why? 

How are you feeling about your latest purchase, (name)? 

How can we improve your experience overall? 

What can our brand ambassadors do better for you? 

Do you have any additional comments or feedback for us? 

These types of questions will yield a further response from the customer service team and hopefully allow a glimpse into the next purchase (if we are lucky!)  The feedback forms with these open-ended answers should then be flipped into upselling or next sell opportunities, guys!   Personalization is what we do best here at VIPdesk.

Don’t be afraid to personalize it as well.  Customers are ten times more likely to respond if it is personalized!  

Mobile Ready Responsiveness 

Customer Satisfaction Surveys: The Good, The Bad and The Ugly

Are you aware of the mobile statistics these days?  Let’s recap – 73% of the world uses their mobile for search.  Making your customer satisfaction survey mobile ready is mandatory these days.   

Time to go mobile!  

Formatting options on WordPress is easy, but what if you are operating on a different CMS?  Be sure to check that the mobile-ready responsiveness is top notch!   Our website here at VIPdesk is on WordPress, thank goodness.

Did you know that mobile keyword search is different than desktop?  Make sure your customer satisfaction survey is mobile-ready!  

The Balance of the Satisfaction Scale 

Time to measure those responses!  

Let’s determine a quantifiable way to measure their responses. Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective survey feedback. A few ways that you can implement this scale are: 

Picture Scale – Image symbolization of their satisfaction scale  

Descriptive Scale – Unsatisfied <–> Satisfied range scale  

Measure Scale – 1-10 or Extreme to Zero scale  

They all have benefits and pitfalls, so it depends on your target customer and their purchase.  

You can also use all three in different ways!  Mix it up!  

Let’s take a look at some Customer Satisfaction Surveys and decide if they are good, bad or ugly.  

 

Netflix  

 

Customer Satisfaction Surveys: The Good, The Bad and The Ugly

Netflix brings out its A-game when it comes to customer experience. With its recommendation system, it is as customer-friendly as one can get. It studies the behavior of all of its customers and recommends them movies/shows per their ratings, likes/dislikes, or just what they have been watching. 

The one flaw we see here is that this is very wordy and only the beginning!  We are just starting and only 15% into this survey, they will lose people simply on the length alone.

Rated: Good + Bad

 

Warby Parker
Customer Satisfaction Surveys: The Good, The Bad and The Ugly 

 

Warby Parker has geared this to be a fun customer satisfaction survey!  One of the best customer service approaches in the world. 

They are not afraid to be themselves with the surveys and it works well for them!  

Rated: Good

 

 

Payless
Payless

 

Payless Shoe Source has a very long-winded approach to customer satisfaction surveys.  This is the first over over 20 questions as you can see are at 1%.  We understand the purpose of the survey is to improve, but this is a bit too in depth for anybody to tackle!  If there isn’t a free pair of shoes at the end of this survey, I am quitting at question one.

Short and sweet drive more response than any to work towards raising NPS!

Rated: Ugly

HubSpot 

HubSpot

HubSpot

 

 

HubSpot is all about the customer journey.  They always want to showcase that they care about the customer, so this survey is personalized with an actual person! Starting the survey off with a thank you is what we are noting here. 

Don’t be afraid to truly personalize your surveys, it works!  

Rated: Good

 

Customer Satisfaction Surveys, the good the bad and the ugly wrap up  

Well, class, what did we learn? 

The ugly surveys are out there, we know!  The ugly more so reflects on the fact that none of this measures what customers think that don’t give feedback- NPS or surveys. In other words, at the end of the day, it is one just measurement that doesn’t really tell the whole customer journey or story.  It is so much more important to have customer sentiment than to collect numbers.

That there are ways to help your customer satisfaction go up simply by following the right guidelines in their survey.   Be open to change as it evolves further as well!  2019 and beyond the art of the customer satisfaction survey will depend solely on standing out.  

Decide for yourself which survey is right for you and be sure to have your customer’s satisfaction as the sole focus!  

Good luck!  

 

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VIPdesk Connect Team

 

 

 

Image Credit:  

https://unsplash.com/@kaleidico 

https://unsplash.com/@rawpixel 

 

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