In our last blog post, we talked about the importance of customer satisfaction surveys and the critical questions brands should ask themselves before they execute on the survey. This time, we’re breaking down the four main question types most commonly used in customer surveys, and what their analytical purposes are.
Tip: Each survey question should always be selected based on the strategic and operational goals of the organization, ensuring that the insights will directly tie back to the determined focus(es) of the survey.
Overall Customer Satisfaction: This question type is specific to the customer’s most recent experience. Using a rating scale from 1 to 5 (1 being “very dissatisfied” and 5 being “very satisfied”) enables a deep analysis that can differentiate varying levels of satisfaction.
Another option is to use an open ended question, allowing the respondent to summarize their experience in their own words. This helps to identify correlations between sentiment and keywords.
Example: “Thinking of your recent contact with [brand], how satisfied were you with your experience?”
Agent Specific Satisfaction: Measuring agent attributes (such as knowledge, empathy, ability to resolve the issue, etc) provides a deeper understanding of areas that have the most impact on customer satisfaction and those that require more agent training or coaching.
Example: “During your recent contact with [brand], did you feel that the agent empathized with your issue?
Customer Effort Score (CES): This score identifies the ease that a customer request was resolved. CES questions help to identify simple requests that could be self-serve options, enabling cost-savings for the brand.
Example: “[Brand] made it easy to handle my request”.
Likeliness to Recommend: Sometimes referred to as Net Promoter Score (NPS), this metric benchmarks a brand against their competitors, and is considered the best question to ask when looking to determine brand loyalty.
Example: “How likely are you to recommend [brand] to friends, family or colleagues?
CSAT surveys are an easy and cost-effective way to find out if your customers are truly satisfied, while providing the insights to transform their experiences in the future. A happy customer is a loyal customer!