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How to Conduct Customer Feedback Surveys

Feedback. It’s something that some of us crave, some of us dread and some of us struggle to give. But it’s crucial to the development and expansion of your business, as well as improving and adjust marketing and sales efforts. 

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:

  • Product & Service offering
  • Brand
  • Customer Service

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: 

  • Which statement do you relate to the most…?
  • From 1-10 which is most important to you…?
  • Of the following four options, which do you choose…?
  • In your own words, tell us….
  • Which best describes you… ‘I am.../I am not…’, etc.
  • Did you feel all of your questions were answered? Yes/No 

If you've never heard of Hotjar before, they have a fantastic tool that includes a completely free offering allowing you to monitor customer use on your website, pointing out where visitors are clicking and scrolling. We recommend Hotjar with every site we build as their heatmaps tool can reveal so much about where to improve site usability and marketing messages!

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.:

  • Age
  • Location
  • Job Title
  • First time buyer
  • Purchase method

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 renewal, or at the cancellation stage, etc? Why at those times?

Find more like this via Marketing Data and Content Marketing.

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