Designing an effective customer satisfaction survey is essential for obtaining actionable feedback. Here are some best practices to create a survey that maximizes customer responses and provides meaningful insights to improve the customer experience:

Before designing your survey, clarify your objectives:

This step is crucial to ensure your survey is targeted and relevant.

Limit the online survey to fewer than 10 questions to avoid taking too much of your customers' time and discouraging respondents. A shorter survey is more likely to be completed.

Start with simple and general questions to ease initial customer engagement. Begin with a recommendation question by asking for an NPS (Net Promoter Score).

Then, follow with specific questions focused on concrete aspects of the customer experience, including CSAT (Customer Satisfaction) questions. For example, ask customers to rate the quality of customer service during their last interaction rather than simply asking if they are satisfied with customer service in general.

Include an open-ended question to allow customers to express themselves and elaborate on their responses. These verbatim comments can provide valuable insights and specific anecdotes about the customer experience.

⚠️ Note: This open-ended question should not be mandatory.

Use positive and engaging language in the survey invitation. Avoid overly formal or impersonal wording that might discourage customers from responding.

Send the survey right after a positive interaction with the customer, such as a successful purchase. Customers are more likely to respond when they have a recent experience in mind.

By following these best practices, you can design an effective customer satisfaction survey that gathers valuable feedback and continually improves the customer experience. Keep in mind the importance of simplicity, clarity, and relevance to maximize customer engagement and obtain meaningful insights.