Customer satisfaction (or CSAT) surveys are one of the most common ways companies ask customers for feedback – both positive and negative.
It’s always good to know if your customers are happy with your service – after all, there’s great value in showing that 80 percent of your customers said they’re satisfied. But there’s more to it than that: you want to know exactly what’s working and what’s not, so you can plan for a better future, too.
As with all surveys, how useful the feedback you’ll get is hinges on asking the right questions. So, before you send your survey, be sure to plan it properly to maximize its value. Here are three factors that affect the questions you ask:
So, finding the right customer satisfaction survey questions may take a bit of thought. To help you build your own effective CSAT surveys, here are some sample customer satisfaction survey questions for a range of different situations where you want to gauge what your customers think.
Related: How to survey customers properly.
These generic questions can be used in various industries. They target the overall customer opinions on your services and brand, their product/service usage, as well as their motivations.
These surveys can be done periodically or even directly after an event. For example, video and messaging apps like Hangouts and Viber will ask you about the quality of video and audio right after you finish calls.
Here are sample questions based on different response formats:
If you’re planning to ask for feedback via email, here are seven email templates you can use to get responses.
And, if you’re wondering which questions to send after specific milestones, take a look below.
Sending a CSAT survey after important milestones is essential. And, what’s more important than the period after onboarding, when customers are supposedly fully prepared to use your product (or service if you’re not in SaaS)? These customer satisfaction survey questions will help you understand whether your onboarding process works.
This is probably mostly relevant to SaaS (where customer success teams show customers how to use the software or platform). But, if your industry also does customer training, you can modify these questions to specifically reference your services.
When you launch new products, or new features if you make software, you want to know how your customers respond. Especially because there will be a ‘probation’ period where you’ll be evaluating whether your product has a future or whether it needs finetuning.
The exact timing and length of your post-purchase CSAT survey will depend on what you want to know. If you just want to gauge the overall feelings of your customers towards the purchasing experience, you can ask a simple broad question and add a blank field where customers can say whatever they want.
But, if you want more in-depth information about purchasing, you can send a survey with multiple questions about price, site navigation, delivery time, and ask the customer to rate each one of them on a likert scale. Amazon for example, may ask you to rate a seller based on factors like speed of delivery, accuracy of description, etc.
This type of survey can be sent automatically to customers when a support ticket closes. It’s meant to assess how well your support team did in resolving the customer’s issues or providing them the information they needed.
Also, you can use this survey to get opinions on your knowledge base or support chatbot if applicable.
Although sending targeted CSAT surveys is important, successful companies are open to feedback constantly. Apart from sending surveys with tools like Delighted, Typeform, and SurveyMonkey, try to cultivate a level of trust that will encourage your customers to proactively tell you what they think.
For example, you can include a link to anonymous surveys in every email communication. Or, you could place a link in a prominent position on your site. You could even use your chatbot to collect feedback from customers 24/7.
But, most importantly, show that you care about your customer’s voice. Reply to feedback on social media or review sites with gratitude. Ask for more details when needed. Try not to come across as indifferent or arrogant – your customers want you to be open-minded, even if they’re wrong sometimes.
And of course, act on the feedback you get. Half of customers don’t believe companies act on feedback they provide. Here’s a great opportunity to positively surprise them (and that will probably boost your customer satisfaction ratings, too).
Nikoletta is a Content Specialist at Acquire. She's a writer and editor with an avid interest in data, tech, communication, and the customer journey.