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Designing an effective customer satisfaction questionnaire is essential to obtain actionable and usable feedback. A good questionnaire does not just measure satisfaction: it helps to understand the drivers of loyalty and improvement of the Customer Experience.
Here are some best practices to follow to create a questionnaire that maximizes customer responses:
Set clear objectives
Before designing your questionnaire, clarify your objectives:
What specific information do you want to obtain?
Which aspects of the Customer Experience do you want to evaluate?
Which moment of the Customer journey do you want to evaluate?
This step is crucial to ensure your questionnaire is focused and relevant.
One questionnaire = one main objective
Avoid trying to measure everything at once.
Create a short questionnaire
Limit the online questionnaire to less than 10 questions so as not to take too much time from customers and avoid discouraging respondents. A short questionnaire is more likely to be completed.
UX studies show that:
a questionnaire of 5 to 7 questions maximizes the completion rate
beyond 10 questions, the response rate drops sharply
Goal: a response time under 2 minutes.
Organize your questions from the most general to the most specific
Start with simple and general questions to facilitate initial customer engagement.
Step 1: measure the overall relationship
Start with a recommendation question by requesting an NPS (Net Promoter Score).
"How likely are you to recommend our organisation to a friend?"
The NPS allows evaluating loyalty and overall perception
Step 2: measure the experienced Customer Experience
Then complete with specific questions focused on concrete aspects of the Customer Experience, notably through CSAT (Customer Satisfaction) questions.
For example:
"How do you rate the quality of service during your last interaction?"
"Are you satisfied with the speed of handling?"
Ask questions about recent and concrete facts, not about general perceptions.
Offer the possibility of comments
Include an open question to allow customers to express themselves and complete their answers. These verbatim can provide valuable insights and specific anecdotes about the Customer Experience.
⚠️ Attention, however, this open question should not be mandatory so as not to hinder questionnaire completion.
Use positive, engaging, and personalized language
The tone used in the questionnaire invitation has a direct impact on the response rate. Avoid overly formal or impersonal wording that could discourage customers from responding. A personalized questionnaire seems more relevant and engaging:
Use positive and engaging language in the online questionnaire invitation.
Use the customer's first name
Mention the relevant location or service
Adapt some questions to the context (if possible)
A personalized and warm message can increase the response rate by up to 20%.
Send the questionnaire at an appropriate time
Send the questionnaire just after a recent interaction:
Purchase
In-store visit
etc.
Customers are more likely to respond when they have a recent experience in mind. Ideally, sending should be done within 24 to 48 hours following the interaction.
Collect public reviews from your Survey
Turn your Surveys into reviews and strengthen your reputation as well as your SEO by effortlessly collecting reviews from your satisfaction Surveys.
Your customers can be directly redirected to the review submission tab on your Google listing or any other platforms.
Ask your Customer Success Manager to activate the feature on your Surveys
By following these best practices, you can design an effective customer satisfaction questionnaire that collects valuable feedback and continuously improves the Customer Experience. Keep in mind the importance of simplicity, clarity, and relevance to maximize customer engagement and obtain meaningful insights.
View and respond to customer feedback wherever you are, available on your mobile! 📲