- Getting a read on customer satisfaction
can be extremely hit or miss.
Think about the last time you had to peek
through your Yelp reviews,
or check out the Google reviews
of a restaurant you were thinking of trying out.
I'm betting that you saw some pretty polarized opinions.
Some of them were probably like, "Best lasagna of my life!
Don't even bother going anywhere else."
And others were probably like,
"Yo literally?
A bowl of SpaghettiOs would've been better
than what I got,"
to which I say, don't be hating on Chef Boyardee.
Saved my life many times as a young man.
So you get the picture.
What's the deal?
Well, in a nutshell,
it's because people tend to choose to leave feedback
only when they're either over the moon or really upset.
And that's not really helpful to be perfectly honest,
because most of your customers
they'll probably fall somewhere in between that.
The people who've had a decent experience
but aren't likely to rave about it unprompted,
you need a way to bring out their voices,
and that's where customer satisfaction surveys come in.
Today, I'm gonna show you how to create
and deliver surveys that pull honest feedback
out of a larger subset of your customers,
so you can unlock a goldmine of valuable insights
which will help you improve your business
and keep customers coming back for more.
More SpaghettiOs, everyone's favorite.
And hey, if you wanna follow along,
check out our free customer satisfaction survey template
linked in the description below.
It's super easy to use and it'll give you a headstart
on the most important basic questions
which you can then refine to better suit your business.
Fantastic.
So let's dive straight into our top tips
for getting a response.
Your surveys are pretty useless
without a reliable way to get people
to actually take the survey.
So first,
keep your surveys short and sweet.
While it can be tempting to ask every question
under the sun,
shorter surveys tend to have higher response rates,
so focus on the most important questions
that will give you the insights that you actually need.
For example,
say you own a clothing store,
you might wanna ask,
did you find everything you needed
or was the selection of sizes adequate for your needs?
Also, let people know how long the survey is likely
to take to answer and no cheating on this one.
Be honest.
This can be a great motivator for time poor customers.
If they don't know how long the survey will take,
they're more likely to ignore it.
But if you can say,
Hey we'd love it if you let us know how you felt
and this survey will only take about five minutes
of your time,
they're more likely to give it a go.
Another thing you can consider is offering incentives
like a small reward for completing surveys.
Little sprinkle on top can go a long way
towards encouraging people to respond to surveys
which in turn will improve the quality of your data.
So for example,
you could offer a discount code
for 20% off the next time they visit,
and added bonus that'll tempt them back again.
It's to win-win.
Finally, and this is one that loads
of people tend to forget.
Ask for feedback at multiple touchpoints.
Don't just rely on post-purchase surveys.
These moments can happen after a support interaction
or a week after delivery.
This can help you capture more detailed feedback
and identify areas for improvement
across the entire customer experience,
customer service, product quality,
even availability of products and inventory,
all those good things.
Happy customers may also be open
to having their testimony used in marketing,
which can be a huge boost for young businesses.
Don't forget to actually get permission
before you use any of those reviews as testimonials though.
An email would totally be enough.
The important thing is to get their exclusive permission
down in writing.
You should also tell the customer how you plan
to use their testimonial,
whether it be on social media,
in a promotional video, or on your website,
or something else.
Let's look at a real life example.
Say you're a fashion retailer with an E-commerce platform.
What are some of the things you really need to know?
Obviously you'll wanna know whether people are happy
with your products,
but it's not just that is it?
As a retailer,
you don't just want to know
if folks enjoy your products,
but also insights on the end to end customer experience,
from ease of finding the desired product
to checking out.
The way you pose your questions affects the kind
of answers you'll get in return.
There are different types of survey questions
and each is designed to prompt a different kind of response.
The first is the binary scale question.
These are simple yes or no questions.
Are you happy with your new dress?
Was the checkout process simple?
Would you shop with us again?
These questions are simple and fast to answer
and they give you a quick barometer of customer sentiment,
which then can be used to optimize for example,
your webpages.
Hopefully one of those webpages is
about your new SpaghettiOs straps.
That's, spaghetti straps,
literally the straps are literally made out of spaghetti.
I'd buy it.
Say, if people tell you they struggled
with your checkout procedure,
that's something you really need to know and fix.
The next kind of question is multiple choice.
You may remember these
from all your favorite standardized tests in school.
With these,
you offer three or more mutually exclusive options.
This is useful to collect variables within a set list.
For example, you might ask,
how often do you normally shop?
What do you value most from your fashion brands?
You can compare the customer satisfaction scores
of various ages or buyer preferences,
which can help you identify where you're succeeding
or failing with different target demographics.
Third, we have scale questions.
Most customer satisfaction surveys use these.
They're the ones that sound something like,
rate your buying experience on a scale of one to five
or it was easy to find the item I was looking for
on a scale of strongly agree to strongly disagree.
It's an intuitive and standardized system.
Since these results come in a nice little numerical score
they can be useful for getting a quick idea
of how customers feel and for tracking changes
in customer satisfaction over time,
which as we all know,
time is money.
Next we have semantic differentiation scale questions.
These are great for getting more nuanced feedback
for a particular topic rather
than a simple yes or no answer.
Customers can choose from a range of options
to indicate how they feel.
They're similar to scale questions,
but instead of the agree or disagree scale,
you can label each end of the spectrum in a way
that suits a specific need.
For example, if you ask about pricing,
they can slide a bar between great value for money
and expensive.
And finally, we have open-ended questions.
These are the ones that have a text box
for people to type their own answers into
and these are great for giving you a deeper understanding
of the respondent's motivations and perspective.
By asking questions like,
what could we do better?
Do you have any additional feedback?
Do you like the new SpaghettiO straps?
You can gather valuable insight
into what drives customers' behavior
and identify other pain points that you may have missed.
Just be careful not to overwhelm customers
with too many open-ended questions in one survey,
'cause that can lead to survey fatigue.
Now, you could have the best survey in the world,
literally on the on the globe,
but it's absolutely useless
if you can't get people to slow down and answer it.
Once you've collected survey responses
it's time to analyze the data
and make those results work for you.
First, look for trends and patterns in the responses.
This can help you pinpoint areas
where your business is excelling,
and areas where there's room for improvement.
This will help you focus your resources and efforts
where they'll have the greatest impact.
Then take action.
Make changes to your businesses, processes,
products and services,
using the relevant feedback as a guide.
This shows your customers that you value their feedback
and are committed to improving the experience for them.
Finally, thank customers and follow up
to let them know their feedback was used
and what changes are happening as a result.
This helps to build trust and loyalty.
It makes them know you're listening and committed
to improve it.
Remember, collecting customer satisfaction survey data
is just the first step.
The real value comes from analyzing the data
and taking action to improve your business.
So there you have it.
Our tips for creating
and delivering effective customer satisfaction surveys.
If you found this video helpful,
please drop a comment below.
We read all of them
and are always super excited to hear from you guys.
Got something you want us to cover?
Yeah, let us know.
Pretty please,
and don't forget to check out
our free customer satisfaction survey template
to get started.
The link is in the video description below.
Now if you'll excuse me,
me and Chef Boyardee got some whipping up
in the kitchen to do.
You know what I'm saying?
It's just gonna be a bunch of marinara flying everywhere,
pizza sauce,
you already know what it is.
Until then, I'll see you next time.
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform,
so it shares its data across every application.
Every team can stay aligned.
No out sync spreadsheets or dueling databases.
HubSpot, grow better.