How to measure customer satisfaction

Discover our tips to create an efficient survey.

There is no denying that stakeholders feedback is extremely valuable to any type of organization. After all, who else is going to tell the people in charge whether they’re doing great or should move into a different direction? In other words, when it comes to customer satisfaction, businesses and organizations need to continually keep their finger on the pulse. But how to measure customer satisfaction so that it becomes clear what should be changed and what not? Why, with a survey, of course!
How to measure customer satisfaction
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How to measure customer satisfaction through surveys? 7 tips

Do you want to measure customer satisfaction using a survey but don’t know where to start? No problem. Survey Anyplace is happy to give you tips to create an online customer survey that is both efficient and fun for respondents to take part in.

1. Include a prize

“What’s in it for me?” is a question that always springs to a stakeholder his mind when you ask them to take part in a survey. Including a prize (or at least giving people who complete the survey a chance at winning one), gives your target audiënce that little extra nudge they need to take part.

2. Make your survey interactive

Once you’ve reeled your customers in, keeping them entertained so that they complete the entire survey is key. Survey Anyplace allows you to easily add images, videos, cool animations, interactive scratch cards, animated slot machines, … That’s right, surveys don’t have to be boring! Stuck in a rut for inspiration? Discover our 13 tips to create creative surveys.

3. Adapt your survey to multiple devices

Don’t risk losing respondents because of the device they use to access your survey. Play it safe by using Survey Anyplace to customize your customer satisfaction survey for multiple mobile devices, so that it automatically adapts to the screen.

4. Create a customer satisfaction survey with skip logic

Don’t bore customers with questions that aren’t relevant to them. Create a survey that has skip logic instead!

5. Make sure the survey covers all facets of customer satisfaction

In order to accurately measure customer satisfaction, a survey should cover all of the following topics:

  • Does the product or service live up to your target audience’s expectations?
  • How likely is your target audience to recommend your organization to a friend?
  • How does your organization compare to the ‘ideal’ organization?
  • How likely is the prospect to become a loyal customer?
  • What are the stakeholder’s affective and cognitive impressions?

6. The rule of three

Measuring customer satisfactionis best done using 5-point, 7-point or 10-point scales in which zero means ‘utterly dissatisfied’. Each component of satisfaction should be represented in the form of three related questions. For instance, customer satisfaction concerning an organization’s accessibility can be probed by the following questions:

  1. How satisfied are you with the amount of parking space?
  2. How satisfied are you with the size of the parking spots?
  3. How satisfied are you with travel time?

7. Basic demographics

Last but not least, the survey should include questions related to the stakeholder’s personality and demographics as well in order to support proper market segmentation analysis. Get your survey started today!

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