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How to Earn a Perfect Satisfaction Score

Genre Customer Experience
Duration9 mins
FeaturingShep Hyken


Studies indicate, that 73% of the businesses that offer excellent customer service enjoy more revenue. While we all agree perfection is not reality, shooting for it is a pretty decent goal to have.

Customer Satisfaction surveys are the most straightforward method to gauge customer sentiments. And, here you will be asking your customers to rate their customer experience on a Likert scale of 1 – 3, 1 – 5, or 1 – 10.

The Secret Behind the Perfect Customer Satisfaction Score

On a scale of 1-5, most definitely you should be trying to get a 5.
But “You don’t have to be the perfect, blow-me-away service I ever had in my life, to get a 5”. Brace yourself, for here comes the secret- “You just have to be better than average always”.

Now that sounds easy, yet why do you think so many companies are falling behind, unable to achieve the perfect score? Well, being average is not too hard, but to be consistent is!

Horst Schulze, the former president and founder of Ritz-Carlton Hotel Company believed that “If you are just 10% better than the average, but all the time, you are gonna meet and exceed expectations on a regular basis”. On a scale of 1-5, the average is 3. And 10% better than 3, that is 3.3, is all it took to put Ritz Carlton into the category of ‘one of the finest hotel chains in the world.’

How your Survey Matters!

Creating surveys that stand out is an art. Take a closer look, you’ll understand there’s a lot of science that goes into brewing that perfect set of questions. Remember, you share your customers with other brands too. So burdening them with another regular survey is simply not going to yield the expected results. So it becomes all the more important to make your survey stand apart.

Avoid Survey Fatigue

Keeping it short and easy to take is the key. Even if you had the most fantastic brand experience, customers are going to be reluctant when they see a long survey. Surveys are the last customer touchpoint; keeping it pleasant helps them reflect the answers more accurately.

Offer Easy-to-take Surveys

Figuring out a way to get the insights you are looking for with minimal effort from your end-customers can help increase your survey completion rates as well as the quality of feedback.

Establish your Style

Once your customers put you into the category of ‘long, dull surveys’ your survey emails are going to end up unopened and abandoned. Keep your surveys short and be consistent with the format. Knowing that all your surveys will be easy to take increases your survey’s open rates.

For a customer who just had an amazing customer experience, the cherry on top would be a pleasant survey. After all, surveys mark the end of any customer interaction with your business, make sure that it is worth remembering!



Shep Hyken

Shep Hyken

Founder at Shepard Presentations

An international leading authority on customer service, customer experience, and loyalty in business, Shep Hyken is one of the most well-respected leaders in the customer service world. He has assisted thousands of organizations in building loyal relationships with their customers and employees. He is also a keynote speaker in the field of customer service and experience.

Shep Hyken is the creator of The Customer Focus™, a customer service training program that helps clients develop a customer service culture and loyalty mindset. He also has seven best-selling books to his credit, fetching him the tag of Wall Street Journal & New York Times best-selling author.