Customer satisfaction survey questions are a necessity for any company that wants to meet customer needs and always improve, tailor and design their processes to deliver the highest perceived value to the public.
But how do you choose the right customer satisfaction survey questions?
In this post, in addition to showing you how NPS works (Net Promoter Score), we will also present a questionnaire script with some customer satisfaction survey questions.
See also: How The Churn Rate Calculation Can Help Your Business
Examples of customer satisfaction survey questions
One of the CRM principles says it’s necessary to pursue customer satisfaction at all times.
And for that, using a way to measure that satisfaction is critical.
There are two approaches to preparing customer satisfaction survey questions:
- The traditional way: A series of questions to mark happy or sad faces and make comments.
- Or the NPS – Net Promoter Score way: It promises to be the smartest and most practical way to measure customer satisfaction through only one question.
Let’s dig deeper into this…
How to use the Net Promoter Score question
On a scale from ZERO to TEN, how likely are you to recommend our product or service to a customer?
It’s the only customer satisfaction survey question necessary, based on the Net Promoter Score rules.
But don’t get too excited!
Let’s find out how to calculate if your company is doing well and keeping customers satisfied.
There is a whole methodology behind NPS.
According to this method, there are three categories of customers depending on their level of satisfaction with your business:
- Detractors: They might speak negatively about your company. The customers who scored from 0 to 6 on the satisfaction scale.
- Neutrals: Those who marked between 7 and 8. They weren’t so impressed with the business, expected a little more, etc … neither praise nor criticism of the company.
- Promoters: Those who have a 90 and 100% chance of praising your company, because they marked a 9 or 10, these people will promote your business, recommend it and become faithful.
Source: NPS / Net Promoter – the Good, the Bad… and the Dangerous
But it’s not over yet. The methodology asks you to make a few calculations.
- What percentage of customers are promoters?
- What percentage of customers are detractors?
- Now: Subtract the percentage of promoter customers from the percentage of detractors.
See in which zone your company is classified, according to the result:
- Critical Zone: NPS = -100 to -1
- Improvement Zone: NPS = from 0 to 49
- Quality Zone: NPS = from 50 to 74
- Zone of Excellence: NPS = 75 to 100
The advantage of the NPS is the objectivity of your single question (stimulating the client to respond, with high engagement) and the ease and speed at the time of measuring and analyzing the results.
Not to mention that you only need to think about one question in your customer satisfaction survey …
Traditional Customer Satisfaction Survey Questions
One possible approach is to determine five keywords that are part of your brand positioning or are core competencies for your business, and ask questions about them.
For instance, a luxury jewelry store could choose the following keywords:
- Beauty
- Class
- Customer Service
- Store Ambience
- Design
Ideally, to facilitate the collection of data, place a scale with an even number of alternatives, thus avoiding what is called the central tendency, that is: the client ends up choosing the middle option, out of sheer indecision.
The customer satisfaction survey questions could be:
How would you rate our jewelry regarding beauty?
- More beautiful than I expected
- As beautiful as I expected
- Less beautiful than I expected
- I did not find your jewelry beautiful
How would you rate our store customer service?
- Better than I expected
- As I expected
- Lower than I expected
- I did not like the customer service
And so on, for the other keywords.
One tip is to not opt for one or another way to ask the customer satisfaction survey questions, start with the Net Promoter Score and add five or more questions, in the style we suggest here.
Asking for final comments is also an alternative way to generate insights, but it’s very laborious to read thousands of responses, classify them, and then analyze the data.
With this information on hand, it will be much easier to make decisions about which processes need to be improved in your business and which are meeting the needs and desires of your customers.
See more: Business Decision Making Process: Rational and Intuitive