Everyone wants happy customers. After all, customer satisfaction is essential for keeping existing customers coming back for more, and it’s the best way to attract potential customers to your front door or online store.
Therefore, it shouldn’t be surprising that most companies are zealous when it comes to acquiring customer feedback to measure customer satisfaction. Customer surveys are everywhere. They regularly appear on receipts, checkout kiosks, email follow-ups, app notifications, and other touchpoints. For B2B and B2C companies alike, asking for customer feedback is a regular and important part of their business, helping them understand their customer base, net promoter score, customer effort score, target audience, website usability, and more.
Of course, creating a customer satisfaction survey is just the first step. Asking the wrong survey questions can skew results, diminish participation, and frustrate customers. That’s why we’ve picked the best and most important questions to ask your customer to gain valuable insights.
What Is Customer Feedback and Why Is It Important?
Since a company’s product or service is intended for customers, collecting customer feedback can highlight a few best practices to help them align customer needs with real-world deliverables and increase customer loyalty.
Survey questions position a customer to participate in this market research, giving customers a voice and allowing them to share their opinions and experiences directly with brands. Most importantly, it provides companies with a customer satisfaction score to analyze, highlighting potential problems before they become consequential disasters.
Collectively, 89 percent of companies believe that excellent customer service is inextricably linked to customer retention and acquisition.
Notably, 80 percent of people plan to continue exploring new companies in the future. This customer sentiment makes it important for brands to start collecting feedback if they want to retain loyal customers, assuage customers who did not have a positive experience, and attract new customers to their products and platforms. In addition, customer feedback equips companies to cater to their users with the ability ease pain points. Since repeat customers are ten times more likely to convert than their cold lead counterparts, it’s a meaningful driver of future growth.
This is especially important right now. Seventy-five percent of customers have tried a new purchase process during the recent pandemic, and nearly 40 percent of customers have changed brands or retailers during this time.
For most companies, the implications extend beyond their sales departments. Innovation, product development, and business maturation all start with understanding customer needs. DeWalt, a global tools manufacturer, estimates that it saved $6 million in R&D costs by asking for customer feedback.
Customer feedback, long a staple in B2C customer relationships, is increasingly important in the B2B customer journey. As a Deloitte analysis concludes, “B2B companies can encourage deeper forms of participation as well. This can manifest in innovation labs where customers help co create new products and services or in brands encouraging customers to advocate on their behalf at conferences or through community forums.”
In general, customers interact positively to the opportunity to answer customer survey questions. This market research makes customers feel involved in a platform and important to a brand’s success. Brand loyalty is a powerful factor, turning new customers into repeat customers and product advocates.
Of course, these outcomes are predicated on companies asking the right customer feedback questions.
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The Best Customer Satisfaction Survey Questions
Creating the right customer satisfaction survey can unlock critical insights and provide valuable metrics that enhance product development, improve customer retention, boost customer satisfaction, inform the customer lifecycle, and guide product development efforts. While the best customer survey questions have endless iterations, they generally fall into three categories.
#1 Employee Interactions
Employees regularly interact with customers, offering product or service suggestions, technical support, or other services that help people navigate the buying process. Asking for customer feedback regarding these interactions can help marketing executives better understand and enhance their customer effort score and net promoter score while enhancing their teams’ skill sets by offering specific feedback to a customer service agent or customer service teams.
Employee interaction-specific questions include:
- How satisfied or dissatisfied are you with your recent interaction with our team member?
- Was our team member courteous and polite or discourteous and rude?
- How knowledgeable was our team member?
- Did our team member communicate effectively?
- Did you feel confident in our team member’s ability to help you
#2 Platform Engagement
Today’s satisfied customers are looking for an omnichannel experience, and brands are working overtime to create a cohesive experience across marketing, selling, and customer satisfaction initiatives.
According to a McKinsey & Company analysis, “More than one-third of Americans have made omnichannel features such as buying online for in-store pickup part of their regular shopping routine since the pandemic, and nearly two-thirds of those individuals plan to continue.”
Unfortunately, as McKinsey & Company identified, a persistent lack of clarity and customer value are hobbling these efforts. Customer feedback can help refine omnichannel maturation. Effective satisfaction survey questions include:
- Is this your first interaction with [name of channel]?
- Based on today’s experience, would you use this channel again?
- Was this channel easy to use?
- Did you find the product, service, or information you were looking for on this channel?
- What other channels have you used in the past?
- Which specific channels do you like to use? (Customers can choose from options like live chat, call center, mobile app, etc).
- Do you have any suggestions to improve this channel to meet your needs?
#3 Customer Experience
According to one buyer analysis, more than half of customers have permanently stopped using a product after a single negative incident, underscoring how much effort companies must place on the customer experience in order to drive customer satisfaction.
Customer feedback through customer satisfaction surveys positions companies to iterate their product features and experiences to maintain agility and relevance in a rapidly changing product landscape.
Customer experience feedback can cover a lot of ground, including website usability, product quality or use cases, or post-event sentiment. The right survey questions can bring clarity before product or service shortcomings bring cascading consequences.
Customer satisfaction survey templates include:
- Rate today’s experience.
- Did you accomplish your goal today?
- Did the product, service, or information meet your expectations?
- Did you feel supported during your buying journey?
- Is there anything we could do differently to enhance your experience?
Each customer satisfaction survey question paints a picture of customer success, bringing clarity to a net promoter score, loyal customer profile, and customers’ expectations moving forward.
Simply put, customer satisfaction surveys collect feedback that can drive business decisions, improving outcomes across the board.
How Checkbox Can Help You Gather Customer Feedback
Customer satisfaction should be one of your business’s most important outcomes.
Receiving customer feedback by creating and distributing customer satisfaction surveys can provide unparalleled insights into measuring customer satisfaction. Of course, Whether you’re running a small or mid-sized company or leading an extravagant enterprise, developing effective methods to collect customer feedback can feel overwhelming.
Checkbox makes it easy to create beautifully branded, intelligent customer satisfaction surveys in minutes. Offering access to customer-branded and mobile-friendly surveys via PC or mobile browser, Checkbox streamlines customer satisfaction survey distribution options while enhancing results through email alerts, reports, API and web hooks, and more.
These enterprise-grade features are ready for small and medium-sized businesses and major corporations alike, allowing any company to tap into customer feedback to measure customer satisfaction and progressively and continually improve organizational outcomes.
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