Whether you call it a Customer Feedback Survey, Customer Satisfaction Survey, Net Promoter Score (NPS), or some other title, simply put it’s a questionnaire that businesses share with customers for insights into what they truly think about your:
As Hotjar puts it, the questionnaires ‘allow companies to improve products strategically, optimise user experience, and deliver exactly what the market demands.’
Your questionnaire can - and probably should - include a variety of question styles, including:
Getting started with a Customer Satisfaction Survey
Once you’ve decided which question types you’re going to share, you should consider a number of elements to ensure you get the desired, accurate responses.
What do you hope to discover/achieve with this questionnaire? Do you want to improve customer service, discover insights about your marketing process or explore how your sales team is performing? Choose a specific outcome for the feedback and structure your questions to suit.
How will you define and categorise the answers to come with fair results? If there are questions that don’t quite allow you to make judgements because of the way they’re framed or worded, you should amend to suit.
Considering who you’re going to send it to may also raise the question of if you need additional demographic and customer journey specific information, i.e.:
Method & Timing
Which questionnaire type will you choose? There are so many and some are better suited to particular situations - if it’s an emailed questionnaire, at what stage in the buyer’s journey will you send it? Immediately after purchase, 2 weeks after purchase or otherwise? What about at renewal, or at cancellation, etc? Why at those times?