Loyal customers are the backbone of a successful brand.
But what does it take to build a loyal customer base who swear by your products over your competitors under any circumstances?
The conversion process from a one-time customer to a loyal customer can be explained in simple words:
A customer becomes a loyal customer once they experience the WOW moment when using your products!
In short, to create a loyal customer base, your products need to not just satisfy your consumers but marvel them beyond their expectations!
Well, that takes effort! You need to know their pulse and thoughts, Literally! And how do you do that? With the help of the Customer Satisfaction Questionnaire. But there is a thin line between agitating your customer and gauging their satisfaction level.
When their inbox gets flooded with random questionnaires, they will choose to ignore or unsubscribe from future updates from your company. Thus, the questionnaire should be short, sweet and extract the data that would be useful.
Here’s a guide to help you design the perfect customer satisfaction questionnaire that would aptly gauge your customer base’s pulse without bothering them much. Let’s see how it’s done:
21 Effective Customer Satisfaction Questions to ask your customers
If you are wondering how to create an impactful customer satisfaction questionnaire, here’s a tip for you. Include questions that belong to these five sections in your questionnaire. This way, you can get a holistic idea of what prompted your customer to choose your services and how you can better your product to be ahead of the competition.
Here’s a simple Customer Satisfaction Questionnaire created using SurveySparrow:
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Demography Based Questions
Demographic questions may sound general and too dull. But these questions let you easily segment the customers into different categories that would further help you uncover some hidden trends and patterns.
With that said, minimize the number of demographic questions you ask (maximum three). Respondents can get easily annoyed by it and don’t forget to include the option “rather not say.” This way, if the customer isn’t comfortable, they can simply opt-out of answering it.
1. What is your age?
2. Where do you live?
3. What’s your gender?
4. What’s your marital status?
Product or service-related questions focus on knowing how helpful were the products and whether the customers are satisfied with the results. Based on your goals, you can use different types of questions, but you shouldn’t ask them to describe their experience as a paragraph. Include rating scale type questions, multiple questions, or simple open-end questions to get maximum insights.
5. On a scale of 1 to 10, How satisfied are you with our products or services?
6. What qualities of your product did please you the most?
7. What qualities of our product did you like the least?
8. Are you willing to repurchase our product based on your previous experience?
9. What aspect of the product do you think requires serious attention from our side?
Customer support based questions
The customer satisfaction surveys should also inquire about the quality of the service your representatives provided. The inputs received from this section will help you train your representatives accordingly and equip them to serve your customers better.
10. Are you satisfied with the service provided by our Customer care executive?
11. Did our customer support representative help you with your query?
12. Do you find our customer care executive knowledgeable about the product?
13. Were our representatives polite to you?
14. How can we improve our services to serve you better?
Customer experience and technical questions
This section inquiries all about how the user interaction with the brand went. The questions could be directed at the technical aspects and user experience of your official website or mobile app. The responses received from this section will help you better the channels through which the customers can access your services.
15. On a scale of 1 to 10, how user-friendly was our website?
16. Was it easy to find the services you were looking for from our mobile app?
17. Were you able to navigate easily through the different sections of the website?
18. How would you rate the responsiveness of our mobile app/website?
Competitor based questions
Even though this section isn’t a mandatory part of a customer satisfaction questionnaire, you can throw in one or two questions to know whether your competitors influenced the customer’s decision-making process.
19. What were the other brands in consideration before buying our product?
20. What made you choose our product over the competitor’s product?
21. Compared to other products in our market, would you say our product is better than the competitors?
Now that you have all these examples in hand, let’s dig a bit deep into what can be considered as a Customer Satisfaction Questionnaire and why is it essential for businesses.
What Is A Customer Satisfaction Questionnaire?
A customer satisfaction questionnaire entails a series of questions that inquiries your customers about your services, customer support, and everything related to your brand. The main aim of this questionnaire is to determine what the market thinks of your product and how it can be improved to meet their expectations.
With proper execution of these surveys, you can quickly identify what exactly your customer expects and what you should deliver to provide them with the WOW experience. The surveys can be rolled out at various touchpoints throughout the customer journey. Your aim as a brand is to constantly work on the feedback and help the customer smoothly transition from their query phase to the happy consumer phase.
With that said, a customer satisfaction survey would mean nothing to your business if you couldn’t extract the required statistical data from it. For this, you need to keep in mind three things while you prepare the questionnaire:
- Specify the goal of the survey
- Prepare highly directed questions that align with the goals
- Prepare an action framework to be followed once you extract the data from the survey
Why is a Customer Satisfaction Questionnaire Necessary for your Business?
Have you ever wondered why big brands care about the feedback they get and constantly work on it to improve their services? The logic is simple:
Retaining the existing customers costs way less than finding new ones.
A customer satisfaction questionnaire is an essential tool that helps you to retain your existing customers. If a slight improvement in your service can WOW your customer and add them to the loyal customer base, why waste it?
Establish your business as a brand
There’s a massive difference between a brand and a business. To establish yourself as a brand, you need customers who actively recommend your products to their peers and close ones. The publicity achieved via word-of-mouth is much powerful than any advertising or marketing campaign.
The words of a satisfied customer speak volumes. When the number of happy customers increases, you establish your business as a brand.
When you roll out customer satisfaction surveys at regular intervals, you get to know the current perception of your business. The positive can be used for marketing campaigns. At the same time, you can do some homework to convert the negatives to positives next time.
Further, when you roll out follow-up surveys, you would know if the customers well received the changes you made in your products or not.
Know your customer up close
When you roll out the surveys, it becomes kind of personal for the customers. They can express whatever grief they have about your services. Further, it would be a cherry on top if you personally contact them and take sudden action.
Customers love it when companies go the extra mile to ensure that their needs are met. I mean, who wouldn’t!
Voila, you have now mastered the art of creating the perfect Customer Satisfaction Questionnaire that yields the required data for your business. Remember always to take the necessary action once you have the responses in hand.
“All questions and no improvements can make your customers really angry.”