Define Customer Satisfaction Survey

A customer satisfaction survey can be initiated by a retail store.

A customer satisfaction survey is a survey given to a customer by a business to measure the customer's happiness or satisfaction with the company. This survey typically includes questions about the product or service purchased and the sales representative who helped the customer. The survey can be short or long, with a few questions to a long list of detailed questions for the customer to answer.

Function

Customer satisfaction surveys can reveal a variety of different problems that a company may have with its customers of the product. For example, a company may need to find out why a particular product is not selling or having a high level of returns. The company can ask customers about the different functions of the product to find out if the customers are dissatisfied due to the product's function or if the product does not meet the expectations of the customers.

Time Frame

The time frame for giving a customer a satisfaction survey varies by the type of business. The service center at a car dealership may choose to do a survey right away so that the customer's memory can be fresh. In this case, a dealership may ask the customer to fill out the survey in the waiting area or ask the customer to mail it back. Some auto manufacturers reward their dealerships for having high levels of customer satisfaction.

Effects

A customer satisfaction survey might have a great effect on a company's managers and employees. Some companies give raises and rewards to employees based on the satisfaction of the customers. These satisfaction ratings can affect the customer service representative's payroll and employment. At some companies, an employee who constantly receives low ratings may be placed on probation or asked to leave the company.

Questions

The questions on a customer satisfaction survey vary by company. Many surveys are multiple choice and ask the customer if they are "very satisfied" or "very dissatisfied." Some companies offer extra lines at the bottom of the survey for the customer to leave additional comments and suggestions for the company or the management.

Benefits

The customer satisfaction survey benefits the customer and the company. The customer benefits because it is a medium for him to vent and voice his opinion about a product or service. The customer can leave a detailed complaint or a detailed compliment about the company and the products and services it provides. The benefit to the company is that it finds out the truth about the product, employees and how the customer views the company. Making changes from the information found in a customer satisfaction survey can help a company increase profits by making more sales to satisfied customers.

References

• iResearch: Customer Satisfaction Surveys
• National Business Research Institute: Customer Satisfaction Survey Case Study