Questions You Would Ask on a Customer Satisfaction Survey
Customer satisfaction surveys have become part of the retail experience. Chances are you've been asked to rate your recent customer experience through a store employee, phone call, mailed questionnaire or even a printed message on your receipt. Such questionnaires help businesses determine what they're doing right and where they need to improve. Although certain survey questions must be tailored to the particular business, others can apply across the board. According to the Shoppers' View website, the question "Will you buy from us again?" is at the heart of all customer satisfaction surveys.
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Screening Questions
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Screening questions are meant to identify qualified respondents. For example, if you want feedback only from individuals who have purchased your products, you need to ask respondents if they've purchased from you before. If you're looking only for those individuals who have spent a certain amount, you need to ask customers how much they've spent in your store. Screening questions should come first to keep you from wasting your customer's time and patience and to ensure an accurate sampling.
Yes/No and Rating Questions
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The bulk of customer service questionnaires is made up of yes/no or rating questions. These questions often ask customers to answer specific questions about the speed of service, the friendliness and knowledge of employees, the quality of the product or service offered, the cleanliness of the store or facility, and the ease of checkout. Yes/no questions tell you whether or not the customer was satisfied in these areas; rating questions, such as those on a 1 to 5 scale, tell you to what degree they were, or were not, satisfied.
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Open-Ended Questions
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Many customer service questionnaires, rather than asking only predefined questions, allow customers to volunteer what they like and what they don't like about your customer service. This information often proves to be the most valuable, because it may identify issues you didn't even realize you had. However, because this open-ended type of question can take time to answer, use it sparingly.
Demographic Questions
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Demographic questions define the respondent's gender, race, age and household income. These questions provide you with a valuable snapshot of who your customers are and help you tailor ads and products to their needs. However, because they can be sensitive questions that may be off-putting, these questions are usually asked last.
Incentives
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Customer service consultants often recommend offering incentives to your customers to entice them to answer your questions. According to Shoppers' View, such incentives improve the rate of response. Incentives can include the customer being entered into a contest, a store coupon or a small gift.
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References
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