For a business, customers are the main asset and they significantly influence its success. Knowing their level of satisfaction is therefore essential, and this can be achieved through satisfaction surveys. We explain the stakes and the method for implementing surveys.
What is the purpose of a satisfaction survey?
A satisfaction survey is a method used to determine whether a company’s customers are satisfied with the products and services, as well as the customer experience offered by a company. Based on the responses provided, a company can determine if changes need to be made in its approach or if it should continue in the same direction.
Concretely, a satisfaction questionnaire has three objectives: to enrich the company’s knowledge, facilitate decision-making, and measure the effects of actions taken. It also serves to communicate with customers and improve the company’s image.
A PROFITABILITY AND LOYALTY RELATIONSHIP
A business owner must keep in mind that an unhappy customer will, on average, share their feelings with ten other people. A satisfied person, on the other hand, would talk about it to four. While customer satisfaction improves profitability and builds customer loyalty, dissatisfaction will negatively impact a company’s image.
The methodology for creating a satisfaction questionnaire
Creating a satisfaction questionnaire involves several steps. The first is to frame the survey through two questions:
•Who will be surveyed?
•What do we want to assess?
The objective, to best assess customer satisfaction, is to develop a comprehensive questionnaire and administer it regularly. This way, a company can measure customer satisfaction trends most effectively.
DESIGNING THE SURVEY
The second step is designing the survey. This is a key success factor, and you can find examples of questions to ask by clicking here. Ideally, here are the best practices to optimize a satisfaction questionnaire. Each survey should, first and foremost, cover an objective. Start with introductory questions that do not require too much involvement. Be sure to include a question about overall satisfaction, while formulating short and clear questions. Unless you are targeting a specific group of people, place identity questions at the end. Also, note that online tools are available to help you in your process.
ADMINISTRATING THE QUESTIONNAIRE AND ANALYZING RESULTS
Once the survey is created, the only task remaining is to choose the most suitable distribution method for the target audience. This can be done by phone, email, or mail, as well as through an online questionnaire. The latter option is seen as the most cost-effective and allows relatively quick feedback.
When analyzing the results, several points should be highlighted. These include the overall satisfaction rate and the rates related to the evaluated criteria. These specific rates will enable a company to identify its strengths and what needs improvement.
Finally, the results can be communicated internally and externally, depending on the ultimate goal of the satisfaction questionnaire.
