Scaling a business is like running a McDonald's — the more customers you get, the more hands you need on deck. But increasing your team size isn't the only way to keep customers happy.
Companies often rely on direct customer feedback to build stronger relationships, deliver personalized service and improve satisfaction. That explains why 68 percent of B2B companies conduct surveys to measure customer satisfaction, retention, lifetime value and other metrics.
Wondering how to start your customer satisfaction survey? We've rounded up four customer satisfaction examples and a complete guide to designing your CSAT strategy.
What is customer satisfaction?
Customer satisfaction measures how customers feel about your company. It analyzes the value of your product/service, the convenience of working with your team and the effectiveness of support, among other things.
Customer satisfaction indicates your clients' overall sentiments toward your business — whether they're happy with the experience. This helps determine the potential for churn and map out a plan to maximise retention.
Multiple factors come into play when assessing customer satisfaction, such as:
- Ease of use.
- Meeting expectations.
- Troubleshooting issues.
- Quality of product/service.
There's no one-size-fits-all approach to calculating customer satisfaction. You can measure CSAT ratings in five ways, which we'll break down below.
5 Ways to gauge customer satisfaction effectively
Here are five proven methods to collect meaningful insights for measuring customer satisfaction:
Live chats allow companies to get quick, real-time feedback from website visitors. You can collect customer questions or insights about their experience with your brand through a live chat pop-up every time they land on your website.
Direct calls are another old-school but popular way of measuring customer satisfaction. This works well for B2C brands where customers are comparatively more inclined to speak to a CS representative on call.
You can also send a short CSAT survey via SMS. It’s convenient for your customers and an effective method for your team to achieve high response rates. SMS surveys have an average response rate of 45 percent, bringing meaningful results for your customer satisfaction campaign.
Maximise the number of responses to your surveys by distributing them online via multiple channels, like social media, email, ads and other content formats. Perform thorough research to design a tailor-made survey for your customers and incentivise them to fill out the questionnaire.
Review platforms give you an accurate account of your customer satisfaction levels. Monitor your reviews on third-party platforms and factor in the negative reviews. You can also keep an eye on brand mentions on social media to see what people are saying about your company.
Social media is a great platform to connect with your customers. You can post customer feedback polls in your stories, check the comments under your social posts, and share the feedback form link and urge people to fill it up. To improve customer satisfaction and increase your efficiency, you can use community management tools that will help to reduce your first response time and get back to your customer queries as soon as possible.
4 Customer satisfaction examples to inspire you
Before drawing up a strategy to measure and improve your CSAT strategy, it’s always a good idea to look at customer satisfaction examples that work. Here are four solid examples you can follow:
Hotjar’s NPS survey is a brief and convenient form for any customer. It has only three questions and balances quantitative results with subjective insights.
This NPS survey would help you understand the likelihood of a customer referring your product/service to someone else and reveal why they would or wouldn't do it. You can double down on the positives to increase referrals and put the responsible teams to work to eliminate the negatives.
Trello has a detailed customer survey asking questions about the tool's usability and scope for improvement. The form asks users about the features they like the most about the tool and why. It attempts to understand how users perceive the tool's value and how to multiply this value.
This is an example of a customer satisfaction survey to calculate CSAT ratings and determine the company’s overall CSAT level.
IKEA's short satisfaction survey asks users about their shopping experience on the store's website. Customers can rate their sentiments using five options at varying levels of satisfaction. This short form is easy to fill out and doesn't take much effort. So, customers are more willing to drop a rating, especially if their experience was great.
This is a purely quantitative survey to get an overview of customer sentiments. It doesn't tell you why or what drives a positive or negative brand sentiment.
Expedia has a short customer feedback form with four questions. The form includes two rating-based questions for customers to register their overall satisfaction and likelihood of recommending the company. They can also include additional feedback to share specific details about what they liked or didn't like.
How to improve customer satisfaction: an actionable guide
A bad customer experience can cost your business. It’s evident by the fact that 80 percent of customers switch brands after a poor customer experience.
With a strong customer satisfaction strategy in place, you can be more aware of your customers' challenges, take necessary actions and retain them for long. Here's your guide to improving customer satisfaction:
Proactively collect customer feedback
Connect with your customers regularly to better understand their experiences and identify any issues early on. Collect feedback at every stage of the customer journey and be on top of how they benefit from your product/service.
Reach out for feedback where customers are most engaged. That means distributing your CSAT surveys via emails, SMS, social media or other touchpoints based on customer behaviour.
Scribe top tip: Create automated triggers to collect in-product feedback. These triggers can be action-based (like using a particular feature) or timeline-based (like X days since signing up).
Establish workflows for seeking feedback
Documenting your workflows is one way to design a fail-proof framework for feedback collection. Chalk out a clear process for collecting, organising and analysing feedback data. Define the roles and teams involved in different stages of the process to ensure you're using this data to make the right decisions.
You can standardise this process and avoid errors by creating SOPs using Scribe. Scribe can convert any workflow into a step-by-step guide with annotated screenshots, text and GIFs in a few seconds.
Here’s what a Scribe looks like:
The best part? You don’t have to move mountains to learn how to use this tool. Sign up for free, install the browser extension and switch on the recorder to create SOPs—it’s that easy.
Scribe user Sophie explains how the tool saves her time and effort spent on creating SOPs.
“Previously, I was spending hours in my operations role documenting long and complicated digital processes. Due to the manual nature of this, it was very common for steps to be missed. Scribe has totally solved this issue. The software makes it so easy to record and document these processes without a step being missed. I'm winning back multiple hours a week, and the guides look so much better than our previous SOP template.”
Deliver multi-channel support to all customers
Your customers are exposed to your brand on more than one channel. It can be social media, email or a sales call. With these varied touchpoints in a buyer's journey, customers inevitably expect a seamless support experience across multiple channels.
Meet them where they are to offer consistent multi-channel customer support and unlock higher customer satisfaction levels. Give customers the ease of troubleshooting problems and resolving queries quickly and effortlessly.
Derive meaningful insights from customer inputs
Collecting feedback is just the first step. The next one is to convert that data into actionable information. Use your CSAT insights and feedback to fix problems in real time and plan long-term solutions for the future. This should be a team effort where every team carefully dissects the feedback to improve their outputs.
As a best practice, analyse suggestions from your high-value clients to optimise the customer experience. Act on the negatives to make customers feel heard and eventually minimise churn.
Determine the right customer satisfaction KPIs
Your CSAT roadmap is incomplete without the right metrics to analyse survey responses. Here are the five most commonly followed KPIs to consider:
- Net Promoter Score (NPS): Measures how likely a customer is to recommend your brand to someone else. It indicates your customers' sentiments towards your brand, signalling their future behaviour. A high NPS score means your customers will probably bring more business in future.
- Customer Effort Score (CES): Measures the ease with which customers can perform their desired actions while interacting with your brand. This metric asks customers to rate specific actions, like placing an order or talking to a support executive. Positive CES indicates a healthy customer experience.
- Customer Churn Rate (CCR): Tracks the number of customers likely to leave your brand for another because of a bad experience. The churn rate reveals how many customers you might lose without the necessary interventions to retain them. It primarily measures negative customer sentiment.
- Customer Satisfaction Score (CSAT): Calculates customers' level of satisfaction from their experience with your brand. The overall CSAT score gives you an average of your customers' feelings toward your brand. A low rating means most of your customers are unsatisfied, whereas a high score denotes a satisfactory customer experience.
- Customer Service Satisfaction (CSS): Measures customers’ level of satisfaction with your customer service team. This metric specifically analyses your CS team’s performance in terms of resolving issues, answering tickets and helping customers.
Remember to decide your metrics while setting the goals for your CSAT strategy. These metrics will give you a clearer picture of your customer satisfaction levels, showing exactly what needs to improve.
Go the extra mile to maximise customer satisfaction
Measuring customer satisfaction and acting on it requires a company-wide effort. Bring all your teams on the same page to strategically analyse customer feedback and use these data-backed insights to make the right decisions.
With a tool like Scribe in your tech stack, you're all set to collaborate with your team effortlessly to optimise the customer experience. Test drive it yourself to see everything you can do with Scribe.