Customer Satisfaction Survey

How to craft stellar customer satisfaction surveys that actually brings you returns

Craft interactive customer satisfaction surveys.

Conceptualize and create interactive customer satisfaction surveys

Spread your CSAT surveys via different channels.

Employ all available platforms to maximize the reach of surveys

Gain Rich insights from customer satisfaction survey data.

Gain inestimable insights and new perspectives from CSAT results

Plan and execute course of action to improve CSAT.

Set up a plan of action to enhance business and boost growth

Customer Satisfaction Survey: Drive Your Business to Success

In the broad sense, customer satisfaction is a vital HR metric that gauges the level of satisfaction & happiness a customer has with a product they used, the services they received, and the experience they had with a brand. Unless you measure customer satisfaction, it is impossible to find out if your customers are happy with you, and importantly if your product & services are at par with industry standards.

If you treat your customers right, they come back again. One bad experience and they’ll not think twice to abandon your brand. In fact, more than ninety percent of customers will never make a recurring purchase post a bad experience. Which brings us to the point that customer satisfaction is the lifeline to achieve two important things:

  • Keep your customers happy & loyal
  • Improve your brand as a whole- products, services, and experience
  • What are the best ways to measure customer satisfaction? There are various methodologies to gauge customer satisfaction, and one of the popular and best methods include online surveys. Customer satisfaction surveys, or CSAT, allows you to draft up pertinent questions you wish to get answers for and collect the data from your customers. Analyze the data to know the pulse of your customers, and you can take it from there to make amends and immediate improvements for your service, product, and any aspect related to your brand.

Types of Customer Satisfaction Surveys

You can broadly classify customer satisfaction surveys into the following three categories:

  • Net Promoter Score® (NPS)
  • Customer Satisfaction Score (CSAT)
  • Customer Effort Score (CES)
  • Each of these customer satisfaction surveys measures something different, helping you use the appropriate one based on your survey objective and the touchpoint you place the survey at.

    Net Promoter Score

    Almost every company out there, big or small, employ NPS to gauge customer satisfaction. It is a straightforward approach that involves asking the customers the likelihood of them recommending that brand to a friend or family on a rating scale of 0-10 NPS measure customer satisfaction and, more precisely, customer loyalty in-depth. The audience is categorized into various groups based on the score they give as :

    • Promoters: scores a 9 or 10
    • Passives: scores 7 or 8
    • Detractors: scores anything below 7

    The Net promoter score is calculated by subtracting the percentage of detractors from the percentage of promoters. Here’s a free NPS calculator to help you out with the calculations.


    • Identify Loyal Customers
    • Quick peek into the customer experience
    • Benchmark with competitors NPS score
    • Convert customers into brand advocates
    Customer Satisfaction Score (CSAT)

    The name speaks for itself. CSAT score brings you customer satisfaction, straight up. It usually involves the question “How satisfied are you with your experience,” and the customer can rate a score on an opinion scale.


    • Short & crisp
    • Measures customer satisfaction straight-up
    Customer Effort Score (CES)

    This methodology focuses on the level of ease with which a customer was able to complete the task which prompted their interaction with the company. The purpose remains the same-gauging customer satisfaction, but when it is easier to finish a piece of work, it naturally points to a better experience.


    • Identify the facets of your product/service that needs to be more user-enhanced
    • Provide a better customer experience
    • Pick-out & isolate high-priority areas that slack

Tips for Crafting Stellar Customer Satisfaction Surveys

Creating a CSAT survey is simple, but crafting a customer satisfaction survey that’s winning needs some thought to be put in. That’s precisely why we have rounded in on these proven tips to make your CSAT surveys hit the ball right out of the park.

Get critical customer satisfaction data with interactive surveys.
Surveys that are conversational in nature spiking completion rates
Converse, Don’t Interrogate

Would you like to be interrogated? Absolutely not. Same goes for your customers. Throwing a whole stack of “feedback” questions that make your respondents hit the radio button (and the snooze button), is never going to fetch you any positive results. Instead, engage them in a conversation. Ask them why they love your brand, what can be improved, and more! When you ask in earnest, they respond in earnest. So keep in mind that conversational CSAT surveys are the new black!

Don't make your CSAT surveys length and irrelevant.
Make CSAT surveys short & to-the-point
Keep in Short & RELEVANT

It is effortless to get carried away and throw a bunch of questions at your customers to gain lots of data. Wish to know why it doesn’t work? When you don’t have a specific area in mind, you induce survey fatigue by making your surveys unnecessarily long. Most customers shy away from taking surveys; then you can realize the importance of keeping it precise and short. Set a goal in mind, and stick to questions surrounding that objective. This is precisely why NPS surveys are ultra-popular!

Opt for diverse question types in your surveys.
Get the right data by asking the right questions
Avoid Leading/ Double-barreled Questions

“The service we provide is excellent, isn’t it?” is an example for leading question. You are forcing your respondents to align their thoughts along the direction you hope to get answers for. Double-barreled questions, handcuffs the respondents; “What do you think about the product and customer support.” The customer might be having conflicting opinions about the two factors and including them in one question is bad idea. So opt for diverse question types like MCQ, Opinion scales, star rating, etc.

Deploy your CSAT surveys via multiple channels.
Share your surveys across multiple platforms
Share, Share, and Share

If you want your CSAT surveys to taste success, you need to share them generously. Don’t stick to a single channel or two. Explore multiple options to get higher visibility & reach. This will dramatically increase your survey completion rates. Be it email surveys, social media, web links, embedding on a website, or SMS share, share your customer satisfaction surveys generously. There's nothing like it if your CSAT surveys are multi-device compatible.

What Customer Satisfaction Surveys Can Help You Achieve

Here are the best reasons why customer satisfaction surveys are a boon for any business.

Identify Nature of Customer Pool

Unless you ask your customers how happy or unhappy they are, you will never know what they feel about your brand. Regularly deploying customer satisfaction surveys help to tap crucial data at various touch-points and analyzing the data will help you gain rich insights. You can use these insights to turn things around for your product.

Increase Retention, Reduce Churn

When you measure customer satisfaction, you can bridge the gap between what your customers expect and what you provide. As you meet or exceed customer expectation, it results in increased retention and reduced churn rates. Happy customers refer and bring new customers. Studies show delighted customers are your number 1 source of recruiting new customers and word-of-mouth publicity is the best marketing your brand can get.

Analyze, Identify, Act

Without measuring customer satisfaction, it’s difficult to identify the means to better your brand to provide the best customer experience. You must first know The type of customer pool you have. If you have unsatisfied customers, it’s the red alert to take immediate action. You can align your support and customer success team to work proactively to enrich the customer satisfaction & experience.

When Should You Send Customer Satisfaction Surveys?

The time to send your CSAT surveys is yet another parameter that needs to be considered. The time you ask determines the quality of the data you receive. The most common mistake companies make: Ask TOO LATE.

So when’s the best time to send CSAT surveys:
  • Immediately after an interaction
  • End of purchase
  • At different phases of repeating customer lifecycle

Asking immediately after an interaction will help you get a crisp data since the experience is fresh on the mind of the customer. Also, customers tend to be brutally honest when you ask about the experience, right after interacting with a brand. Asking for customer satisfaction after purchase will help you get an idea about the overall experience they had with your brand; at different touch-points. This will help you measure customer loyalty and brand affinity along with satisfaction & happiness. Employing customer satisfaction surveys are different points of the lifecycle will help you gather how well the various departments of your company is functioning.

When’s the WRONG time to send surveys?

Waiting until something has gone wrong. Ask for customer feedback when there’s a chance to make an impact out of it.

Build Great CSAT Surveys with SurveySparrow

SurveySparrow’s customer satisfaction survey platform helps you build conversational CSAT surveys that fetch you a whopping 40% increased survey completion rates. So how can SurveySparrow help you create stunning CSAT surveys?

World’s First Dual-UI Platform

SurveySparrow’s customer satisfaction survey platform is the world’s first Multi-UI tool that offers conversational forms and chat-like surveys. Choose the end-user view of your choice and send out sleek surveys!

Conditional Logic Branching

Raise only the relevant questions to your audience and hide the rest with the display logic & skip logic features of SurveySparrow. Conditional logic branching allows posing questions based on the respondent's previous answers. In this manner, avoid asking a vegan their favorite cheese.

Diverse Question Types

SurveySparrow’s customer satisfaction platform has a bag of various question types to suit multiple purposes. When you opt for open-ended questions, you can expect a more significant number of responses and quality data. What you ask is equally important as the way you ask.

Reporting Module

SurveySparrow’s customer satisfaction survey platform has a robust reporting and analysis system that renders detailed reports to give you profound insights. Gain new perspectives and take the required course of action to enrich your brand.

Templates Collection

SurveySparrow holds a collection of the most sought-after templates prepared by experts after thorough research. Be it market research, customer pulse, or employee feedback, and we have it all for you. This helps you get started with your surveys the moment you sign up. Use it as it is or give it your spin to fit your needs.

The right time to start measuring customer satisfaction is today. So employ CSAT surveys to your customers and find out how happy they are!

Happy Surveying!

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