How to Create a Printable Customer Satisfaction Survey
Let's not beat around the bush, customer satisfaction is the key for continuing success and profitability of a business; few people doubt this statement. Any major or small business will at certain times verify how gratified customers are with a product or a service. By following a set of rules for measuring how happy the customers are, any business can acquire knowledge of their customer's opinions of satisfaction or disappointment. The collection and application of this information is essential to the management of a successful business.
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Instructions
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Determine the essentials of the customer experience. Creating a survey is all about asking the right questions and making the customer experience the objective of the survey. The Harvard Business Review of February 2007 published a helpful article, "Understanding Customer Experience" by Christopher Meyer and Andre Schwager, which defines the customer experience as every aspect of a company's offering: the quality of customer care, advertising, packaging, product and service features, ease of use and reliability.
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Display the business logo at the top of the survey and write a short introduction to present the survey to the customer. For example, "The quality of your experience with our product or service is for us essential. Kindly take a bit of time to fill in this survey and help us to improve our service so we can better serve you in the future." This part can be undersigned by the CEO or the management, which will reinforce the importance of customer satisfaction.
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Ask participants to fill in some personal details. This includes name, telephone number and email. For a company or an organization, ask for a contact person and sector of the business. Always ask if you may contact the customer regarding the survey. Add a tick-off box with yes or no. You can also ask this information at the end of the survey.
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Ask the respondent how many times he bought the company's products in the past year. Ask him to estimate the number of purchases for the coming year.
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Design the questions to include a rating of customer service, friendliness, advertising, packaging, product features, ease of product use and reliability of product. Ask customers to rate you on service, friendliness, advertising, packaging, features of the product, ease of use and reliability of the product. Create a scale from "Excellent", "Good", "Fair" and finally "Poor" with a tick-off box and ask the respondent to tick the corresponding answer. Also allow a check-box for "Don't know".
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Include a section for complaints. Ask if they have been satisfied with the way any past complaint was handled. Require a yes or no response. If they were dissatisfied, ask for comments on the way it was handled. Leave a few lines to let the customer speak. This extra information can be very valuable.
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Add questions that refer to future actions: "How likely will you buy from us again in the future? "And "Would you recommend our company or product to your friends or colleagues?" Use the same rating scale to measure the satisfaction. Finally ask them to rate how well they were pleased with the experience of making a purchase or how happy they were with the product. Leave enough space for customers to insert remarks, and always thank them for participating.
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Tips & Warnings
Add a small reward for respondents, such as a voucher for a discount on their next order.
For the best results, keep the survey short, maximum of one page. Try to get the information you need without taking too much of the customer's time.
References
Resources
- Photo Credit A beautiful friendly secretary/telephone operator. image by Andy Dean from Fotolia.com
