4 Engaging Ways to Present a Survey Analysis Report (With Samples)

4 Engaging Ways to Present a Survey Analysis Report (With Samples)

One of those most critical parts of running a survey is reporting your analysis.

The way you present your findings makes all the difference to whether the results are understood, listened to, and acted on.

It’s so easy to make a survey analysis report boring and uninspiring. However, we can’t advocate enough that the best reports and presentations are fun and engaging as well as being clear and insightful.

So, in this article we’re going to run through some of our favourite ways to present a survey analysis.

We cover some visualisation techniques, including templates, and take a look at how you can turn your analysis findings into a fun quiz to engage your team in the results.

For the purposes of this article, we've focused on the results of a recent CSAT survey analysis we completed. Let's start at the beginning by answering the question, what information do you need to report?

customer satisfaction survey report example

What Data Should be in Your Customer Satisfaction Survey Analysis Report?

As you know, customer satisfaction surveys typically ask the customer for two pieces of information: 

  • A reason for that rating

Presenting the rating’s themselves is often left to the simplicity of a bar chart, i.e. what percentage of our customers indicated they were satisfied.

The reason for that rating is more difficult to present and relies largely on the survey analysis you complete. 

For our customers at SentiSum, we run automatic topic and survey sentiment analysis on the verbatim texts left in the CSAT surveys. 

More advanced AI-driven analyses like these allow you to present much more meaningful insights from your survey, like exactly why customers are happy or unhappy and whether that’s changing over time.

When it comes to the question of what to present, we recommend taking some of the ideas from our ‘ how to sell the value of CX internally ’ guide.

The best bits of advice from the guide are:

  • Include quantitative data—hard evidence is hard to ignore.
  • Don’t forget the qualitative—we’re emotional beings and love a story. Qualitative feedback, like an example verbatim feedback, really makes the point hit home.
  • Know your audience—Be selective in what insights you present, the more relevant to the audience the better.

Here’s a survey analysis report example that includes a healthy mix of qualitative and quantitative data:

survey analysis report example

We chose a particularly impactful quote here, one where the customer says they’ll be cancelling their subscription because of the issue. 

While not every customer complaint is that severe, this one is impactful and shows how important this issue can be—it can directly influence business revenue growth.

Four Ways to Visualise Data in Your Survey Analysis Report (With Examples and Templates)

Here are four different ways to present your analysis. Let's start at the easiest.

1. Use Screenshots in Your Survey Reports

We often opt for screenshots when presenting our survey analysis results. 

It makes sense to use the pretty visualisation built into our survey analytics tool and to add extra information that contextualises what our audience can see for themselves.

Like we did in the example above, a screenshot of your survey analysis tool can be effective (and fast way) to convey the right information.

screenshot visualisation of a

What you decide to screenshot depends entirely on the aim of the session and the audience.

Typically we find senior management want high-level information—to know the ship is sailing in the right direction—whereas, product or operations managers will want specific examples and granular topic data that’s more actionable for them in the short term.

2. Visualise Your Quantitative Analysis Using Excel Graphs [with three examples]

Excel is...just fine. Usually, I would steer clear of Excel to avoid flashbacks to my finance internship, but the data visualisation options are flexible and there’s lots of variety.

The way you present your data often matters more than what you present—you may inspire more ‘trust’ in your evidence if it’s packaged up nicely.

With that in mind, we’ve pulled together a few different Excel data visualisation templates to get you started.

If you’re using SentiSum, follow these steps (if you’re not, these graph templates are still a useful inspiration, you’ll just have to do a little more of the data manipulation work yourself.)

First, Export Your Data from Your Survey Analysis Tool

Step 1:  Export the data you’d like to see visualised. In the template below we have one tab for exporting the ‘summary’ and one tab for exporting the ‘deep dive’ analytics.

what to do with sentisum

Step 2: Copy and paste it into our Excel template, which you can download below.

excel template survey analysis report

Step 3: Once you’ve done that, the graph visualisation on tab 3, 4 and 5 should be populated automatically (make sure you adjust where needed for extra data points).

Then Test Some of These Visualisations

Here are the three visualisations in the template:

Try Excel's Sunburst Chart to Present Your CSAT Results

sunburst chart for survey analysis reporting

I love this way of presenting CSAT survey themes and their corresponding quantitative sentiment score.

The Sunburst chart works particularly well due to its focus on hierarchy. The size of each wedge indicates the the volume or frequency that topic was mentioned in the CSAT results—the larger the wedge the more often that subject came up.

Key Resource: How to create a Sunburst chart .

Use Excel's Positive/ Negative Chart to Report Your CSAT Results

Reporting change with excel

A positive/ negative chart is a really simple way of reporting customer sentiment change. The chart shows whether the sentiment for a topic went up (in green) or down (in red) relative to the previous period.

This gives your team a really quick snapshot of what's going on, and serves as a starting point for conversation. You're likely to be question a lot about what's caused the large swings in positive or negative sentiment, so be prepared with your root cause analyses.

Key Resource: How to create a positive/ negative bar chart .

Visualise Customer Sentiment with Excel's Thermometer Chart

Thermometer chart for survey sentiment reporting

This is one of my favourite graphs to use (in part because it took so long to create). 

When mentioned, each topic or theme is mentioned positively or negatively. The thermometer for that topic shows the percentage of mentions that are positive. In the example above, ‘responsiveness’ is only 35% positive and shows a nearly empty thermometer.

The thermometer graph is visual and sends a clear message that we want to be full up—100% positive is our aim.

Key Resource: How to create a thermometer graph .

3. Zoom in on a Topic with an Infographic

Tools like Canva and Venngage have a ton of different infographics you can use as templates in your survey analysis report.

Here’s one infographic created by Venngage for one of the surveys they did with their customers.

Infographic example for survey analysis reporting

One of the benefits of using an infographic is that the results are easy to digest and easy to share—Not only is it more likely to be listened to internally, but your social media team will love you for the inspiration.

Find a ton of infographic ideas here on Canva and Venngage .

4. Combine It With Business Metric Data

Survey analysis data reporting gets really interesting when you link the survey results to revenue.

One method of doing so is to take a business KPI or metric that really matters to your business. This could be anything from NPS, cost to serve, lifetime value.

With varying levels of difficulty, you can the link CSAT score outcomes to that number and see if they correlate (i.e. Does a higher CSAT for a customer mean that on average they spend more or cost less?)

Let’s take a simplified approach as an example. In the Excel template included above, I’ve listed the Customer ID, the CSAT rating, and the # frequency of times they contact customer service. Here’s a screenshot:

Combine ROI with CSAT analysis

We know that customer contacts are costly to the business. They take agent resources and all the related overhead costs. So it’s safe to assume that, in general, more customer contact = bad for business (ignore for a minute whether it’s a positive or negative interaction).

By applying a simple correlation function in Excel, we discover a negative correlation between CSAT score and number of contacts. How should we interpret that?

Here’s one interpretation: All things being equal, the higher the customer satisfaction the less often they contact customer service.

Isn’t that a powerful statement to report internally?

I strongly suggest roping in your data analytics team to help you with linking CSAT, NPS or other customer scores to revenue, because I oversimplified the calculations here to illustrate what could be possible. 

When done right, linking CX outcomes to ROI is a powerfully important project that will give crucial weight to greater investment in CX projects.

Another Fun Way to Engage Your Team on VOC Data—A Quiz!

When I first heard this idea I knew I had just been told something special. 

I was mid episode recording with Svitlana Gaunt, customer experience operations lead at Otrium, discussing how her team successfully changed BPO during the pandemic .

Svitlana let me into the secret behind how her CX team engages teams across her business as they scale up, and encourages customer centric thinking despite the rapid growth trajectory of the business.

How do they do it? A quiz!

I think this is a great way to make CX fun, engaging and actually listened to through the business.

Svitlana kindly shared some of the questions she includes in the quiz, and I’ve adapted and added some questions to make them even more relevant to survey analysis reporting.

The Customer Obsession Quiz

Here’s a 10 question quiz that you can use to share your survey insights and encourage others to listen and act upon your findings.

1. Which one is used the most?

- Our mobile application

- Our website

2. Which of these brands is the highest rated on TrustPilot and Google?

- Competitor 1

- Competitor 2

- Competitor 3

3. What is SentiSum's current contact rate?

4. What is our largest contract size? (Or largest purchase?)

5. The search bar is used the most for which purpose ?

- To find insights

- To find customers

- To find categories

6. What is our average CSAT score this month?

7. Which of these topic is most mentioned by customers in CSAT surveys?

- Knowledgable

8. What topic saw the biggest increase in mentions this month?

- Payment Process

- Damaged Product

- Late Delivery

- Missing Item

9. Which of these features is most requested by customers?

- In-app support

- International shipping

- Auto-refunds

10. Which topic drives the most of our customer contacts?

- #1 driver

- #2 driver

- #3 driver

- #4 driver

Adapt this quiz to your customers and the KPIs you track, and do the quiz in your next big company meeting. You’ll be surprised at how insightful the answer can be for those who aren’t on the frontline talking to customers each day.

Here are three tips for getting the quiz right:

  • Try not call anyone or any team out in front of everyone. A public shaming is never motivating.
  • Aim to share frontline knowledge with the rest of the business. Show off your knowledge of the customer and their needs.
  • Look for the most insightful or surprising data points—things that make people go ‘aha!’ or ‘ooo interesting’.

How you report your survey or voice of customer analysis is an oft sidelined part of the process, but it’s critical to get right.

Well presented data can inspire customer-centric thinking and faster action. You should spend a good proportion of your time in the interpretation, design and presentation stage of analysis, and to the best of your ability make your results fun and engaging.

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Frequently asked questions

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customer satisfaction survey report example

customer satisfaction survey report example

How to Write a Complete Survey Report

customer satisfaction survey report example

Finding ways to encourage a large number of responses to your surveys is an art. But so is analyzing the data in a way that lets you turn it into actionable insights.

Once you’ve done all the hard work of persuading people, be it your customers or employees , to fill out your survey, the last thing you want is to have all that important data go to waste. 

This happens when surveyors take the answers at face value. The outcome becomes actionable only when you analyze the survey data .

That’s why it’s so important to formulate a complete survey report.

customer satisfaction survey report example

What is a survey report?

A survey report is a document with important metrics gathered from customer feedback .

The goal of a survey report is to present the data in a full and objective manner. The report presents all the results that were collected.

A complete survey report includes:

  • Completion rates

Number of responses

Date of last response, survey views, breakdown of answers per survey respondent, breakdown of closed-ended questions.

All of these are calculated or broken down for you within the Survicate dashboard.

Survicate provides survey reports

Let’s analyze why these metrics are important and what they tell you.

Completion rate

The completion rate is the number of questions answered divided by the total number of questions in your survey. 

If you have a survey of 12 questions but most respondents only answered 6 of those, you have a completion rate of 50%.

Depending on the survey tool you use, the completion rate can indicate many things. 

For instance, if most respondents were only asked 6 questions out of 12 because half of the questions were not relevant and were skipped, that’s likely a completion rate you’ll be happy with.

But what if your 50% survey response rate results from people skipping questions willfully? It might suggest that you may need to improve your survey .

With Survicate, you will see responses from partially completed surveys so you don’t miss out on valuable data. 

You need to know exactly how many people responded to your survey to have enough data to properly analyze your survey results . Beware – some forms of survey tools may not count individual respondents, instead just their responses to individual questions.

Hence, it’s important that your survey platform allows you to count how many different people responded, so you can determine whether you have a significant sample size.

How do you determine the survey sample size you need?

This depends on what data you want to analyze – from your entire audience or just those from a chosen segment.

For example, if you are a beauty brand that sells face creams specifically for women over thirty-five, you may find out in your survey that you also have younger women who use your products.

You may decide to segment these responses into separate age groups to obtain the data you want.

So, if you were surveying them on the effectiveness of a new age-defying cream, you may find that the women under thirty had very different responses to those in their sixties. 

This is the kind of data that you could have overlooked but can help you with your marketing efforts (and will result in a survey report that's pure gold!).

If you are using Survicate, make sure to integrate with a distribution tool that gathers demographic data. You can also include demographic-style questions in your survey.

If you’re running a survey for a short and specific time period this may not seem important. 

Still, if you ask customers to fill out a customer service feedback survey after every ticket is closed, you may get years of data. This can help you figure out whether your customer service team is properly trained.

On the other hand, if you introduce a redesign on your website, develop a new feature, or make some other significant change, a long-term NPS or CSAT survey can show you the impact.

When you are able to determine the response time, you can split your data and analyze responses relevant to each new implementation.

You need to know the total number of survey views and the total of unique survey views (the number of total views versus the number of different people who viewed the survey, as some people may have viewed it more than once).

If there is a large disparity between these two totals, this can point to several things.

First, your survey may be targeted at a large audience and the questions aren’t relevant enough for all your respondents to answer.

Respondents may also view the survey and then decide not to take it because:

  • They don’t have the time
  • They don’t have the right device (things like open-ended questions can be difficult and tedious to answer on a small phone screen)
  • They see the first questions and decide that taking the survey isn’t for them

Such insights can let you know whether you need to work on your survey design or customer segmentation.

You want to see the breakdown per respondent so you can see how individuals answered all the questions in the survey. This can be helpful for seeing trends in certain respondents’ answers.

For example, you may notice a pattern that each person who dealt with a particular customer service agent gave a negative response to your Customer Effort Score (CES) survey.

Then you know you need to train that agent and improve their performance.

Within the “analyze” tab, Survicate allows you to click on any response to view the other answers.

Survicate answer breakdown by respondent

And if you integrate with particular tools like Google Analytics or Intercom , you may even be able to capture demographic data and contact the respondents individually.

Survicate captures demographic data

When you think of a survey report, you likely picture graphs and pie charts displaying the data attained from closed-ended questions.

Survicate single-choice question breakdown

This is important for a good survey report because it allows you to take in a large quantity of data at a glance, and can be easily distributed to those who may find the data valuable.

Graphic representation makes survey analysis user-friendly and doesn’t require a lot of time or prior skills to analyze.

In the example below, we can see the NPS (Net Promoter Score) response breakdown – we know that over 75% of respondents are promoting our brand, 3.2% are detractors , and we had 800 overall responses. All of this data is plain to see and easy to interpret.

Survicate NPS survey report

Survey report example

If you’re not sure how to present your questionnaire results, choose a survey tool that will prepare a mockup for you. Make sure the software you use doesn’t just spit out rows of data in a spreadsheet. 

Your survey report should present the most important information in a neat and easy-to-understand way so you can draw conclusions quickly. 

With Survicate, you don’t have to create a survey report manually. You get a results summary within the dashboard, with all the most important metrics ready to screengrab.

Create a perfect survey report with Survicate

Depending on the type of survey you run and the questions you ask, you might see the results presented differently. 

NPS survey report example

With Survicate’s NPS survey report, you can see at a glance all the most important stats you need to be aware of. 

From the total response number to the completion rate, you can sort the stats by date and compare how they fluctuated over time. 

See the most important stats at a glance with Survicate

When you run a survey report with Survicate, you will see a breakdown of all the responses in the form of a graph. What’s more, you’ll be able to review how the NPS score changed over time, which can be helpful in trying to identify any issues with your product or service from the users’ perspective.

Create a perfect NPS survey report using Survicate

We recommend you integrate Survicate with Google Sheets to get live updates in spreadsheets. If you never want to miss out on feedback, you can also integrate your Slack or Microsoft Teams with Survicate for convenient notifications. With the click of a single button, you can jump to survey results and even follow up with the respondent.

Survicate can send survey responses to Slack and Microfost Teams

Create a complete survey report with Survicate

You don’t need a dedicated team to crunch survey insights for you. A great survey platform will organize your respondents’ data into an easy-to-read dashboard and help you start acting on the data you’ve received.

‍Start creating awesome survey reports with Survicate's intuitive survey tool. Now, it comes with a generous free trial that gives you access to all Business plan features for 10 days. Sign up and start collecting feedback today!

customer satisfaction survey report example

We’re also there

customer satisfaction survey report example

11 Key Customer Service Metrics + 4 Real Example Reports

customer satisfaction survey report example

Customer service is a highly measurable activity, and the support software you use inevitably gives you access to a ton of customer service metrics.

Call volume, chat times, resolution rates, interaction counts, and myriad other numbers are more easily recorded and measured today than ever before.

But having access to that data is only the first step. The bigger challenge is deciding what data matters, how to report that data to your leadership, and what context is needed to help the rest of the company understand the impact your work is having on the business (and your customers).

In this post, we're going to simplify that challenge by giving you 11 meaningful customer service metrics, a process for choosing the right metrics for your team and company, and some example customer service reports shared with us by other support leaders.

Prefer to watch a video instead? Check out this 30-minute webinar on the essentials of customer reporting:

11 meaningful customer service metrics

Customer service metrics can be easily measured at the level of the individual support request and then aggregated to report on overall team and individual customer service agent performance.

Many companies use different metrics that report at the case level, individual agent level, and team level to get a holistic understanding of the organization's performance. By correlating customer service metrics at different levels, your management team can better grasp leading indicators for performance and make meaningful changes to your support strategy.

Case-level metrics

Case-level metrics are an excellent way to generate customer service reports that you can use to manage your hiring, staffing, and even product strategies. Use information about topic, time created, and location to help your team understand where and why you are most busy.

Volume based on topic, for instance, shows where your customers are having the most trouble. If you see that 25% of your cases by topic are account questions, it may mean that you need to rework your documentation around that part of your product or maybe even make product changes.

When correlated with other customer support metrics, case-level metrics can also help pinpoint critical areas of opportunity. For instance, correlating cases by topic and customer satisfaction can indicate areas of your product or support experience that delight your customers less than others.

If all of your conversations related to your billing page have a lower CSAT, it may mean you need to either improve your strategy of response or change the billing page itself.

1. Cases by time created

Review the volume of new conversations created in any given time frame. This metric can help you identify times when your customers are most active and help you better set staffing levels to match demand.

If you notice that you have an increasing number of conversations coming in overnight, it may be time to consider staffing additional team members during that time. Of course, companies can best use this metric when correlated with agent capacity.

If you do not have enough volume coming in overnight to reach agent capacity, you may be able to wait a bit before hiring new folks. After all, unless you have other work that needs to be done (such as documentation or operational tasks), you don’t want to staff a role and not have enough to keep them busy.

2. Cases by topic

If you use tags or custom fields to label conversations, you can quickly spot changes in volume that might indicate a problem in your product or the effectiveness of an improvement you’ve already made. For example, has that new redesign reduced questions about updating a password?

Customer service reports by topic, especially around case volume, also give an excellent view into how your team's volume is trending. You may see that conversations around a topic grow or decrease over time.

Use that data and compare it with actions you have taken within your support strategy to understand the efficacy of your changes. If the volume is growing, it may be that the work you've done isn't as impactful as you thought.

3. Cases by location

Understand where you have the most customers needing help so you can support them appropriately, or perhaps consider adding options like localization or support in other time zones.

Speaking the same language is essential: 72.4% of consumers said they would be more likely to buy a product with information in their language. Language is also a comfort — when you can understand which language most of your customers are speaking or where they are coming from, you can provide an even better experience.

Different countries may also have cultural differences that affect how they perceive your support . By knowing which countries are reaching out most often, you may cater better to specific populations.

Individual agent metrics

Customer service metrics at the agent level are a great way to understand how individual performances contribute to the larger team's productivity. Understanding how each team member contributes and benchmarking performance are critical steps for coaching toward growth.

Beyond that, individual agent metrics often correlate up to team level metrics. Companies can also attribute average handle time and time to first response to individual team members.

Consider which types of behaviors you are trying to incentivize and encourage within your team, then use customer service reporting to get a handle on it.

4. Resolved cases

How many conversations did this person close in a given period? Averages aren't always illuminating, but trends over time can reveal top performers and those who may need some more help.

This metric can also help inform how far along in the onboarding process someone has come. As you integrate new team members and they learn more about your product and processes, you can safely expect this number to go up. If you notice stagnation or the number of resolved cases going down, it may indicate that the individual needs more help or training.

The same can be said for seasoned members of your team. While a drop in resolved cases can be a sign of burnout or a team member not being as well-informed on certain product functionality, it may also indicate other shifts in your support volume.

For instance, tickets might be becoming increasingly complex and require more effort to resolve, thus taking up more time and keeping your agents from working through as many tickets.

5. Customer interactions

A team member can be doing an excellent job while showing fewer than average resolved cases. Measuring individual interactions helps compare workload and working style.

You may have some team members who can power through hundreds of tickets a day, whereas others max out at thirty. Consider the types of conversations that each team member handles and the depth they put into their troubleshooting or discovery before responding.

For instance, if the team member who responds to thirty tickets a day often responds to tricky technical issues or has an extremely high first contact resolution rate, it makes sense that they would also handle fewer tickets.

With information like this, instead of shifting the volume higher for the person who responds to fewer tickets, you can assign each person the types of tickets they are best equipped to handle. That may mean putting the lower-volume person explicitly on technical tickets and the higher-volume individual on low-hanging fruit.

Cater to your team's strengths, and your customers will be happier for it.

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6. Customer satisfaction

When customers rate their support experience, they may also be rating the product or service, so any individual rating isn't necessarily meaningful. Looking at longer-term rating averages for individuals and across the team is more helpful in spotting champions or those needing to improve.

You can also track customer satisfaction over time or as it correlates to product releases, bug improvements, or exciting announcements. This metric is handy when linked to the "cases by topic" customer service metric noted above. Looking at these two metrics together can give you information about if:

Agents are well-informed enough to answer questions about specific product areas or new features.

Certain product areas are frustrating your customers or causing problems.

Documentation around features is lacking.

New announcements and changes aren't sitting well with customers or users.

Your company needs to improve its product marketing or announcement methodology.

Support agents don't have the necessary vocabulary to explain to customers the "why" behind changes or features.

Use the reactions in your CSAT as they correlate to topics to inform your strategy and areas of improvement moving forward.

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7. Average handle time

For individuals, having a low average handle time can reflect their comfort and skill with the work, meaning they get through cases quickly. Be careful to review it in the context of the type and complexity of the tickets.

Similarly, be wary of incentivizing average handle time too heavily. If you are encouraged to respond quickly to boost this customer service metric, you may find that your agents start to slack on the quality of their responses. It's easy to be fast if you aren't worried about whether your answer is 100% correct.

Average handle time is best when managers relate it to topics rather than to individual agents. Doing so will help inform your team's leadership if specific topics or areas take longer to answer questions about.

For instance, you might expect the subject of "bugs" to have a slower average handle time than "getting started" types of questions.

Team-level metrics

To manage anything well, you need to have metrics around it. While both agent- and contact-level metrics are valuable, team-level metrics are the foundation of meaningful growth.

Use the more granular metrics to understand your opportunities, then use customer service reports around your team-level metrics to see how the changes in your strategy are working.

Team-level metrics are most valuable when viewed over time. These metrics will best suit teams looking for a gradual improvement or exploring how significant outages or new announcements affect them. However, you shouldn't expect drastic changes week over week with these types of metrics.

8. Time to first response

How soon after a customer requests your help do they get an initial reply? Does it take longer for escalated tickets to get a response than run-of-the-mill product questions? Customer expectations for response time will vary from channel to channel, so it's worth splitting your metrics out by channel, too.

This metric usually serves as a leading indicator for customer satisfaction. This means if you begin to lower this number, you will start to notice your CSAT gradually rising. After all, customers don't want to wait long for responses and are generally delighted when a reply arrives more quickly than expected.

For that reason, some companies choose to flip the strategy of responding to the oldest tickets first. For specific questions or low-hanging fruit, your company may consider responding to the newest questions first, just to see how it affects your relationship with customers or your CSAT.

However, be careful experimenting with all types of inquiries when considering time to first response: Some types of conversations, like bugs or account/billing issues, require more adherence to the traditional strategy to treat every customer fairly.

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9. Interactions per resolution

Generally, the fewer interactions it takes to resolve a conversation, the happier customers will be. If that number is rising, it can be an indicator of product or service issues or a shift in the type of customer you are helping.

Instead of looking at this metric on a short-term basis, understand whether it has gradually increased or decreased over time. Similarly, consider segmenting out different topics to see if the number of interactions per resolution is higher for some than others. It may make sense that technical conversations require more interactions to resolve than basic product questions.

A few ways you can lower this metric if you notice it's starting to climb:

Retrain employees on the topics where you notice this metric is the highest.

Implement or improve your saved replies.

Update internal and external documentation to provide additional resources for team members.

Identify areas of the product that create additional complexity within the context of customer service.

Ask customers for additional information in your automated responder that acknowledges receipt of their conversation.

Trigger automated routing based on specific "keywords" to ensure that the ticket gets to the best team member as quickly as possible.

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10. Average handle time

Handle time reflects how long a conversation is open before your team takes follow-up action. Long gaps might mean opportunities to improve processes, training, or tooling to get that answer back more quickly.

This is another customer service metric that is most effective when segmented. While it's excellent to understand how long your team is taking overall , it's more beneficial to understand if individual topics take longer than others.

Tracking this at an individual level can also be helpful for understanding the health of your team members. While it can be concerning to see average handle time starting to rise for a specific team member, use it as a jumping-off point for conversation rather than accusations.

Rising average handle time can certainly mean dwindling focus, but it’s just as likely to be a leading indicator for burnout or job dissatisfaction.

11. Customer contact rate

This measures the percentage of your active customers who request help in a given month. Improved self-service options, bug fixes, clear product descriptions, and product design can all help reduce that rate as you grow.

You should look for that perfect "hockey stick" growth when it comes to this metric — meaning that it rises gradually before leveling out. While you don't want customers to stop contacting you entirely, at a certain point, the work you are doing with your ticket deflection should level out the growth.

Segment out your customer service reports to understand where most of the contacts are happening, and you'll have a clear map of what you can improve.

If you notice that conversations around your account page grow more rapidly than other topics, for example, you may have a case with your product team to improve the page, or you may just need to write more detailed documentation.

Use the metrics at your fingertips to create a road map around what you can impact, and implement service strategies to make meaningful changes.

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Customer Service 19 Actionable Help Desk Metrics for Customer Support Teams

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How to measure and report on the right metrics

As a customer service leader, you have access to most of the numbers above — and probably a ton more. The challenge is deciding which to report on, who to report it to, and how it should be presented.

To figure out the most important metrics for your team, consider these three questions:

Why is measuring a specific metric important?

The point of your customer service team is (I hope!) not to generate nice-looking graphs and reports. It’s to provide great service to your customers. Metrics are just a more measurable proxy for the real outcome.

For example, Kristin Aardsma is head of support for Basecamp, a company that considers their great service and fast response times to be product features. For Aardsma’s team, the combination of first-response time and customer satisfaction is a meaningful way to tell if they are staying on track.

Another example: During the high growth days of Mailchimp, Bill Bounds’ single most important job was hiring enough new staff to maintain support quality. In his words, “We were so focused on growth and getting enough people in that my primary concern was really on, ‘Hey, we’re not done hiring yet.’” So Bounds’ primary metrics were trends of volume per agent and customer satisfaction level.

When you are clear about why you are reporting, you can decide more easily what you should measure and report on and — equally important — what not to measure and report on.

Who are you reporting to?

Understanding your audience is critical to communication in all forms. What matters most to your frontline support team might not make any sense to your CEO who doesn’t have that ground-level perspective.

What you show and how you explain it might differ considerably depending on who you are reporting to. At Campaign Monitor, customer service reporting is done at three levels, and the contents of those reports are slightly different each time:

Individual agents are emailed daily reports on their personal activity and their team’s activity.

A monthly report is shared on the internal wiki with the whole company. These reports remove some of the individual agent details but add some long-term perspective.

The highest level of reporting is presented on a couple of slides to the senior management team with some written comments to explain the trends on display.

As a global and distributed company, that’s a great way to make sure everyone is up-to-date.

Alternatively, SurveyGizmo’s team is all in one building. The director of customer service presents the weekly reports in person to the support team, and there is an open discussion that senior managers are invited to attend. Physical proximity means that their whole team gets the full context and can ask for clarity easily.

Make sure to determine who you are reporting to and what they care most about. That will help direct you to the right measures.

What outcome do you want to see?

“What gets measured gets managed,” said Peter Drucker, America’s father of management philosophy.

It’s an appealingly concise piece of wisdom: You will effect change on those things you pay attention to. But as unemployed phrenologists will attest, something that is measurable is not necessarily meaningful .

“There can be too much emphasis on fluff numbers in support,” says Help Scout’s Justin Seymour. “The team likes to know what our goals are, what types of conversations we’re having, and how we’re moving the needle month to month.”

The customer service leader is in the best position to understand where the biggest opportunities are for the company. For Bounds at Mailchimp, he needed to quantify his need for more support staff, so he focused his reports on telling that story clearly and accurately.

Campaign Monitor, meanwhile, is a product company at its core, and identifying ways to improve the customer experience through a better product is a big focus of customer service reporting.

Your management team can’t have the perspective you can as the customer lead, so you need to lead them honestly and efficiently to a greater understanding of what action needs to be taken — and you can do that through consistent, clear reporting.

How To Make the Most of Your Customer Support Data

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The qualities of a perfect customer service metric

Ultimately, the metrics you choose to report should meet all of the following criteria:

Meaningful — They should tie back to something your company wants to achieve. For example, when your goal is highly responsive support, time to first response is an ideal metric. Resolution time may not matter.

Moveable — You should measure things on which your team can have impact. If you find that something you’re measuring doesn't matter, you have the freedom to drop that metric.

Authentic — Your reports must tell a true story. It’s possible to use real numbers to send a misleading message. Be honest even when it hurts.

Contextualized — Numbers in isolation can be stripped of meaning, so provide them in context.

Consistent — The trends over time are usually more important than specific data, and looking back over a quarter or a year can give you some fantastic insights and encouragement.

Building an impactful customer service report

When creating reports, follow these guidelines to make sure your reports are truly impactful:

Focus on trends — The direction of change usually matters most. Having an 80% customer satisfaction rate may not sound great, but a month-on-month increase from 70% to 80% is excellent news.

Direct limited attention to anomalies and changes — Your leaders are busy people, and they have a limited amount of attention to give you. Make sure it’s easy for them to understand what your reports mean. Consider providing an overall summary. For example: “We received 20% fewer questions about exporting this month, so the reworking we did in the app saved us 12 hours of support time already!”

Look for correlations that tell a bigger story — Looking at individual metrics is useful, but understanding the connections between them is where the real insight can come.

Combining metrics can also help you identify deeper issues. For example:

“When our email time to first response goes above four hours, we see consistent dips in customer satisfaction.”

“Answering billing questions takes us three times the average ticket length.”

Below is an example from my experience at Campaign Monitor. Our reporting tool could tell us when tickets arrived and how long customers were waiting for a first reply, but it couldn’t show us how many tickets were waiting for us to respond to at any given time.

By exporting data from our help desk and combining it with a week’s worth of manual measurements, we could produce a single chart that showed the correlation between larger queues and higher waiting times.

larger queues lead to longer waiting times

Our support team reviewed this chart, which stimulated a discussion about the stress and impact of a large queue of waiting tickets. Davida, our Head of Support, worked with her team to split our main queue into smaller, more manageable chunks. That change created a significant decrease in response times without adding any new resources or changing the volume of tickets.

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4 customer service report examples

Whether you’re building out your first customer service reports or you’ve been producing reports for years, there is always an opportunity to make those reports more effective at driving improvements in your business.

Consider the four example customer service reports below — each from a real customer service team — to brainstorm some new ideas for your own reports.

Note: The format and structure of these reports are real, but we’ve obscured the actual numbers.

1. Help Scout

The Customers team at Help Scout meets weekly to discuss general team business. We believe reports are best evaluated as part of a conversation, not a simple list of metrics. Individual goals are discussed in weekly one-on-ones with a player’s coach.

The head of support presents the team’s goals once a month during the company leadership meeting. In Help Scout’s quarterly company-wide Town Hall meetings, the head of support presents a slide or two refreshing the company on team goals, the progress we’ve made, and any upcoming changes and hiring plans.

When evaluating a reporting goal, we aim to define four things for the team:

Why do we care about this?

How are we currently doing?

What are the limitations of this metric?

A simple summary of the main takeaway we want the team to know

example report from help scout's customer service team

A few notes:

While we rely on our own reporting tools , our internal support reporting focuses on the narrative these metrics tell.

We use reports to keep a quantitative eye on our goals, but we never treat these numbers as "hit at all costs." An overly rigid focus on quotas can often backfire and lower quality and team motivation.

Volume of data should always be taken into account, and different timeframes may be useful to examine different metrics. For example, we may evaluate the team happiness score once a month but individual happiness scores looking back six months.

Monitor and benchmark your support

Help Scout’s reports are an easy way to track productivity and set expectations for every metric in your customer conversations.

Monitor and benchmark your support

2. Shinesty

"Here at Shinesty , all stakeholders share reports from their department in what we call our Q4 post mortem," says Antonio King, Director of Experience. "We build reports and list findings within the information/data we’re sharing. Additionally, we share insights to gain feedback or to deploy another set of eyes."

King came on as Support Leader in 2016. Since then, Shinesty has begun looking at self-service statistics to identify any service gaps, as well as looking at more high-level metrics.

Shinesty looks at the following self-service metrics:

content views

top articles

bounce rate (Google Analytics)

sessions (Google Analytics)

searches (Google Analytics)

pages/session (Google Analytics)

missing articles/content gaps

feedback ratings


handling time per deflection

Shinesty graph

Contextual explanations are included in the reports directly to frame the report with an overall story.

Data comparisons to previous periods help add meaning to the graphs.

"My primary purpose in reporting is to show that we’re doing a consistently good job — and that there are no red flags to be aware of," says Vuk Lau, Director of Client Support at Celtra . "I share my reports monthly in a Google Doc with our Sales and Service executives — and with my team."

Lau makes these reports available for everyone in the company to view, and he also produces more detailed reports, including hourly and daily distribution, client comments, and CSAT metrics, quarterly and annually.

celtra example customer service report

The support volume is broken down by region, team, and tier.

Individual agent performance is also tracked.

The label breakdown helps identify the major sources of incoming support requests.

At Jayride , the team stays on top of reports by touching base daily, weekly, and monthly. Reports are posted in a Google Sheet so each team can track their own progress.

Aaron Lewin, Head of Customer Service, says they hold a daily 10-minute meeting with management and department heads where they talk about “what we did yesterday, what we're doing today, roadblocks, and wins. At the end of standup we also review the overall company targets (Passengers travelled, Booking Unit Profitability). All team members are encouraged to attend and listen."

Levin meets weekly with the head of operations to discuss his personal reports. Then, each month, each team showcases their progress to the entire company. These reports include conversions, resolution time, and support unit costs.

Jayride example customer service report

The support team has conversion targets that are tracked separately for pre-booking and post-booking interactions.

What metrics will you report on next month?

Customer service metrics matter. What you choose to report on and how you report it can make a real difference in the level of service you provide.

Don’t waste your valuable time compiling reports that provoke no questions and generate no action. Bill Bounds said it beautifully: “Metrics only tell you where to look for the story; they don’t tell you the story itself.”

Pick the right metrics and use them to tell a compelling story about how your customer service team is contributing to your company’s goals.

Like what you see? Share with a friend.

Mathew Patterson

Mathew Patterson

After running a support team for years, Mat joined the marketing team at Help Scout, where we make excellent customer service achievable for companies of all sizes. Connect with him on Twitter and LinkedIn .

customer satisfaction survey report example

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Customer satisfaction survey templates, examples, and questions

customer satisfaction survey report example

In this guide, we’ll define what a customer satisfaction survey is, break down the information product teams should aim to discover, and outline steps and best practices to write and distribute customer satisfaction surveys that generate actionable insights.

Table of contents

What is a customer satisfaction survey.

  • Net Promoter Score (NPS)
  • Customer Satisfaction Score (CSAT)
  • Customer Effort Score (CES)
  • Milestone survey
  • Customer demographic
  • Product use
  • Customer satisfaction

Open- and closed-ended questions

  • Begin with an objective in mind
  • Ask useful and actionable questions
  • Don’t ask leading questions
  • Focus your questions
  • Limit the number of questions

Customer Satisfaction Survey Templates, Examples, And Questions

Picture this: your company sells a product that enhances singers’ vocals. It’s a real game-changer for pros and karaoke warriors alike.

You already have a decent customer base, but you don’t know anything about their usage or overall experience. Naturally, you want to expand your base, so you reach out to influencers to promote the product.

After weeks of radio silence, you see a message in your inbox from some guy named Michael Jagger. He apologizes for his delayed reply — he just got back from what could be his band’s farewell tour.

He attached a short video clip, but the content is not what you had hoped for. He sings:

This product is a real irritation, How is it supposed to fire my imagination I can’t get no, oh, no, no, no, hey, hey, hey That’s what I say I can’t get no satisfaction I can’t get no satisfaction ’Cause I try, and I try, and I try, and I try I can’t get no, I can’t get no

Clearly, Michael is not eager to promote your product.

His feedback and the general lack of customer feedback make you realize you need more insights into what your users think about your product — and how satisfied they are when using it to live out their rock star dreams.

In today’s customer-centric and data-driven product world, hearing and capturing the voice of the customer is crucial. A customer satisfaction survey helps you understand what your customers think and how they feel about your product and its adjacent services.

The customer satisfaction survey consists of a list of questions about the product experience .

Besides the tons of insights you gather from the customer satisfaction survey, an extra advantage is that it will make customers feel they have a say in your product and that their feedback matters.

Not convinced yet? Let me summarize the additional rewards you can reap. Conducting customer satisfaction surveys enables you to:

  • Learn about your customer
  • Discover user pain points
  • Determine improvement areas
  • Drive experience differentiation
  • Exceed customer expectations
  • Improve customer relationships

4 customer satisfaction survey types

There are four types of customer satisfaction surveys:

Let’s explore each customer satisfaction survey type further. We’ll outline some questions you should ask and provide a template for each.

1. Net Promoter Score (NPS)

The Net Promoter Score (NPS), along with the Customer Satisfaction Score (CSAT), is among the most heavily benchmarked customer satisfaction metrics.

NPS is a proven metric that measures customer experience and forecasts business growth.

The formula to calculate NPS is:

NPS = % of promoters – % of detractors

Promoters are customers who are active, recurrent users and advocates of your product. Detractors are those who are not happy with your product and could potentially damage your product and brand through negative word of mouth.

customer satisfaction survey report example

Over 200k developers and product managers use LogRocket to create better digital experiences

customer satisfaction survey report example

According to Bain & Company, which created the NPS score, a good NPS score ranges from 0–19, a favorable score is between 20–49, an excellent score falls between 50–79. If you achieve an NPS above 80, you’re word-class.

Keep in mind that what constitutes a good NPS score varies depending on the industry and market .

Example NPS survey question(s)

  • How likely are you to tell a friend about us?

NPS survey template

Access this NPS survey template from Jotform :

Net Promoter Score (NPS) Survey Template

2. Customer Satisfaction Score (CSAT)

Customer Satisfaction Survey (CSAT) Template

The Customer Satisfaction Score (CSAT) provides insight into how happy and satisfied customers are while using your product. This is both quantitative through the CSAT score and qualitative through feedback that explains the number.

CSAT is calculated by dividing the number of satisfied customers by the total number of respondents. The formula is as follows:

CSAT score = # of satisfied customers / Total # of respondents

What is a good CSAT score? As with the NPS, it varies per industry and market, though a CSAT score of >75 percent is generally considered “good.”

Example CSAT questions

  • How satisfied are you with our product?
  • How often do you typically use our product?
  • How well does our product help you achieve your goal?

CSAT survey template

Click here to access the CSAT survey form template displayed on the right.

3. Customer Effort Score (CES)

The customer effort score measures the ease of use experienced by a customer during a specific interaction.

CES data is collected in real time after the interaction has taken place and is calculated by dividing the total number of survey respondents by the total sum of responses.

With some companies using a 1–5 scale and others using a 1–7 scale, for the responses, there is no universal benchmark for what constitutes a good CES. In general, though, you could say that a score around the center of the scale is a positive one.

Example CES survey questions

  • How easy is it to use our product?
  • How easy is it to interact with our company?
  • Is there anything else you would like to share that could improve your experience?

CES survey template

Click here for a Customer Effort Score (CES) survey template :

Customer Effort Score (CES) Template

4. Milestone surveys

Compared to the NPS, CSAT, and CES surveys, a milestone survey does not revolve around a single metric. It’s a more comprehensive survey that aims to collect information about a specific topic — for example, the onboarding experience, product development ideas, or the usability of a feature.

The distribution of a milestone survey is either time-based or experience-based.

Example milestone survey questions

  • Based on your experience today, would you use this feature again?
  • What, in your view, could we improve in the feature?
  • What can we do, in our customer service to get a 5-star review rating?

Milestone survey template

A milestone survey template is available here :

Milestone Survey Template

3 customer satisfaction question categories

The most important questions in a customer satisfaction survey revolve around the following three categories:

1. Customer demographic

Customer demographic questions cover the primary factors to establish who the customer is. The insights gathered from these questions enable you to understand, validate, and evolve your customer personas.

2. Product use questions

Product use questions are questions about the product itself. They can be about the process leading up to the actual purchase as well as the actual usage of the product, features , services, or support provided.

The information gleaned from product use questions provides insight into the customer journey, the feature set, and what customers are looking for.

3. Customer satisfaction questions

Customer satisfaction questions aim to provide insight into the product experience . The questions revolve more around the psychology of the customer when using the product.

Typically, customer satisfaction questions aim to determine how your product makes users feel. Why do they feel that way while using your product? What could change that feeling?

These insights give you a good understanding of the perception of your customer base.

Now that you know the types of customer satisfaction surveys and the topic categories of questions to ask, let’s have a look at the two main types of questions commonly found in customer satisfaction surveys:

Open-ended questions

Closed-ended questions.

Open-ended questions aim to find out what the customer is thinking and to understand the context behind actions taken. This type of question allows the customer to provide a longer, more comprehensive answer.

An open-ended question typically begins with:

  • “Describe…”
  • “Tell me about…”

Open-ended questions are best to use when you want to get a better picture of how to achieve customer satisfaction by truly understanding customers’ feelings and attitudes about a topic.

Closed-ended questions can only be answered by choosing pre-populated answers. They are incredibly useful when you either need quantitative data, need to categorize respondents and responses, or your audience is not really interested in the topic.

Closed-ended questions can either be static or dynamic — dynamic means that an answer to a closed question has an impact on what question is presented next.

Closed-ended questions come in four generic forms:

  • Nominal questions
  • Ordinal questions
  • Interval questions
  • Ratio questions

1. Nominal questions

Nominal questions are used to measure categories consisting of mutually exclusive attributes — for example, industry types (agriculture, education, financial services, etc.).

2. Ordinal questions

Ordinal questions are used to rank order, meaning the next value is bigger than the previous one. What matters is the order; the difference between the values is irrelevant.

A semantic differential question is an example of an ordinal question. The answer to a semantic differential question sits on a multiple-point rating scale between two opposite traits, such as love and hate.

Another example is the Likert scale question , though it is sometimes treated as an interval question .

A Likert scale question might look similar to the semantic differential question, the difference being the purpose it serves. Where a semantic differential question talks about a trait, the Likert scale question aims to understand the level of agreement or disagreement with the statement.

3. Interval questions

Interval questions are presented on a multiple-point scale, asking respondents to pinpoint where they fall on it. As such, ordinal and interval questions might look similar, but there is a difference. Whereas ordinal questions do not present an equal split or difference between two consecutive steps, in interval questions, the equal split or difference is obvious.

4. Ratio questions

Ratio questions are the next level. Whereas nominal questions can be categorized, ordinal questions can be ranked, and interval questions on top have an equal interval, ratio questions have a true zero.

Closed-ended questions can be presented in the form of checkboxes, multiple choice, drop-down, or rating scales.

5 tips for writing customer satisfaction surveys

Creating a survey that customers are willing to fill out and submit is an art. To position yourself to get a good response rate, follow these best practices:

1. Begin with an objective in mind

Start the survey creation process by defining the objective of the survey. What do you want to get out of the survey?

Having a clear understanding of the objective will help determine the flow of the survey and identify the questions to include.

2. Ask useful and actionable questions

You are asking your customers to spend some of their valuable time providing information. Spend time identifying what you are actually asking your customers.

What is the objective of the survey, and what questions would generate the most useful, actionable, and measurable information?

3. Don’t ask leading questions

You know what they say about assumptions, and influenced insights are useless. When you believe a feature of your product is the greatest thing since sliced bread, it’s hard to ask objective, non-leading questions about it.

Take a step back, formulate objective questions, and avoid including superlatives.

4. Focus your questions

Questions that cover more than one topic are confusing and skew data. When questions are unclear, it’s hard to tell what the customer is actually answering.

5. Limit the number of questions

Keep in mind that you are asking customers to help you out, and you want them to complete the survey. If they give up along the way, you will never know what they wanted to say.

Limit the number of questions and challenge yourself to ask only questions that truly matter.

3 ways to distribute your customer satisfaction survey

The biggest challenge to collecting customer satisfaction insights is to actually get your customers to participate. This risk can be partially mitigated by reaching as many customers as possible.

To further mitigate the risk, it is worth spending some time thinking about the sample size and means of distribution to get the highest response rate.

There are many options for how to distribute the survey, such as via blog post, phone, SMS, or a prompt in the app itself.

In the digital age, there are three common methods for distributing customer satisfaction surveys:

1. QR codes

A QR code is a graphic visualization of a link that can be read with a QR reader.

The beauty of using QR codes is that you can easily use them online on websites or on paper, stickers, and other printed objects. The key benefit of this is that there are no additional costs to distribute, and it is easy to reach a large audience.

Whether it is through pop-ups, callouts, or using plain old text or surveys supported by images or video, websites are a proven way to gather customer satisfaction feedback.

The benefit of posting customer survey questions on your website is that the survey can be shown when customers have already confirmed their interest. This makes the survey less intrusive and increases the chance of completion.

What used to be done by post is now done by email. This method is probably still one of the most popular ones.

The benefit of distributing customer satisfaction surveys via email is that it is easy to set up, personalize, and automate and costs very little.

In product management, we are in it to win it. You can only win when you receive feedback from your customers and understand how satisfied they are with your product.

Customer satisfaction surveys such as NPS, CSAT, CES, and milestone surveys are a great tool to acquire the insights you need to succeed. These four types cover customer demographic, product usage, and satisfaction questions. The questions are either closed, open, or a mix of closed and open questions.

Featured image source: IconScout

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2 Replies to "Customer satisfaction survey templates, examples, and questions"

Hey there logrocket peeps, you have a small typing mistake, here: Example CES survey questions How easy is it to easy our product?

Great catch! Thanks for pointing out that typo. Fixed now.

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How to write customer satisfaction survey questions to master your market [with examples]

Happy, successful customers are the heart and soul of any business. They’re what transform your growth from a funnel into a flywheel. 

You can create happy customers, but to do that you have to truly understand them and what they think about your business.

So how do you know what they’re thinking? You have to ask!

customer satisfaction survey report example

Last updated

customer satisfaction survey report example

To provide an inside perspective on surveying customer satisfaction, we collaborated with Michael Redbord, who helped build HubSpot's support and service teams and has worked with customers for over eight years. Today, he’s the General Manager of HubSpot's newest product line, Service Hub , which helps their customers grow through exceptional service.

Both Hotjar and HubSpot use customer feedback surveys to understand our customers and what the market demands. For HubSpot, this approach has driven dramatic changes over the years—taking them from a small marketing app to the more complete front-office software suite they are today.

In this article, Michael shares the most important things he’s learned about customer satisfaction surveys, so you can take some of his learnings and use them to adopt a practice of collecting customer feedback for your business to better understand your market. 

What is a customer satisfaction survey?

4 types of customer satisfaction surveys, 11 customer satisfaction survey question examples, 4 customer satisfaction survey templates, 4 more ways to understand your customers, create a customer satisfaction survey today.

With Hotjar, you can create a survey in seconds that will help you better understand your customers and find out if they’re truly satisfied.

A customer satisfaction survey is a questionnaire designed to help businesses understand what their customers think about their products or services, their brand, and their customer support. Customer satisfaction surveys allow companies to improve products strategically, increase customer retention , optimize the user experience , create customer delight , and deliver exactly what the market demands.

Michael emphasizes how HubSpot uses customer satisfaction surveys to understand the micro-level experiences of individual users and address their concerns, while always returning to macro-level questions like “Where is the market going?”, “How is our product on the cutting edge?”, and “Where do we need to improve?” 

There are several ways to understand if your customers are happy, loyal, and satisfied with your product or service, and each can help you learn something about the user experience. Here are four of the most effective online surveys you can use to understand your customers.

1. Customer Satisfaction Score (CSAT)

CSAT surveys measure your customers’ overall satisfaction with a specific aspect of your business. They usually contain a simple question with a binary response (e.g. yes/no, happy face/sad face) and ask things like “Did our product do what you wanted it to do?”

CSAT scores are usually high (in the 98%+ range), so a sudden spike in negative scores tells you there’s an issue that needs immediate attention.

2. Net Promoter Score® (NPS)*

A Net Promoter Score ® survey asks customers to rate how likely they are to recommend your company or product to a friend or colleague on a rating scale of 0–10. You then compare your percentage of detractors (0–6 answers) to that of promoters (9–10 answers) to see where your company stands—the more promoters you have, the more you can infer people are satisfied with you. 

Use NPS surveys to determine whether your business successfully cultivates customer loyalty.

3. Customer Effort Score (CES)

The Customer Effort Score measures how much effort it takes for customers to either use your product or fix a problem through customer support.

HubSpot sends a CES survey after they close each support ticket. A CES question will ask “How easy was it to solve your problem?”, and customers are typically given a 5-point likert scale with response options like ‘very difficult’, ‘somewhat difficult’, ‘about as easy as I expected’, ‘somewhat easy’, and ‘very easy'.

4. Milestone surveys

Milestone surveys are questionnaires sent out at key touchpoints in the customer journey to help understand the user experience. A milestone can either be time-based (e.g. sending a survey 60 days after signup) or experience-based (e.g. a pop-up survey that’s triggered once onboarding is complete).

There are many directions you can take your customer survey questions —and w hile there are no wrong answers, there are right questions to ask . Depending on the customer insights you want to gather, it’s important to choose the types of questions that will lead to the most actionable results.

For example, if you’re looking for quantifiable feedback that’s easily monitored over time, asking rating scale questions (like NPS or CES ) is the way to go. And to dive deeper into customer expectations and satisfaction levels, you should ask open-ended questions, or pair a multiple choice question with a follow-up question that gets users to describe their experience in their own words. 

Here’s a list of example questions to consider when deciding what to ask your customers:

Customer feedback questions

Was this article useful? [yes/no]

Is our pricing clear? If not, what would you change?

What would increase the product quality, according to you?

In your own words, how can we improve the onboarding process?

Were you able to achieve the purpose of your visit today? [yes/no]

What’s the one thing that nearly stopped you from buying from us?

Did you get the help you needed during your customer service experience? [yes/no]

What persuaded you to complete the purchase of the item(s) in your cart today?

How likely are you to recommend us to a friend or colleague? [on a scale of 0–10 ]

What's the next feature or functionality we should build? [can be multiple choice]

How satisfied are you with the content on this page? [on a scale of 1 to 5, very dissatisfied to very satisfied]

💡Pro tip: there’s a customer satisfaction survey for just about every occasion, whether you’re testing a new feature, analyzing customer churn , or determining what, exactly, turns prospects into loyal customers. When the sky’s the limit, it can be difficult to effectively distill a bigger goal into specific and meaningful survey questions. 

Hotjar’s AI for Surveys is the perfect tool to turn to—just tell it your goal and watch as it generates a corresponding survey in seconds. And don’t worry about handling high response rates: the AI will automatically analyze all responses and prepare a summary report with suggested next steps to take. Talk about a time saver!

To get started right away, here are four customer satisfaction survey templates you can use. If you’re looking for more pre-built survey examples, check out or bank of survey templates .

🔥 How it works : click on each image to learn more about the survey and try out a live version for yourself. Each survey takes only a minute to set up, so dive right in. 

customer satisfaction survey report example

Find out how satisfied your customers really are with this CSAT survey template

2. Net Promoter Score® (NPS) survey template

customer satisfaction survey report example

Hotjar’s NPS® survey template makes it easy to measure customer loyalty

3. Customer Effort Score (CES) survey template

customer satisfaction survey report example

This CES survey template will help you make sure your customers are set up for success when using your product or dealing with your customer service team

4. Post-purchase (or point-of-conversion) milestone survey template

customer satisfaction survey report example

Check in with customers at a key milestone on their customer journey with this post-purchase survey template

💡Pro tip: want to make customer satisfaction a daily focus at your business? Automatically share customer feedback results with the rest of your team by integrating Hotjar directly with Slack or Microsoft Teams . Discuss insights and collaborate on initiatives without opening another app.

1. User personas

User personas are semi-fictional characters based on real data about the people who use your website. Getting to know your users will help you stay on top of the market by giving them what they want. Consider using a user persona survey to ask your current customer base specific demographic questions so you can build user personas off of real respondents.

2. Market research

Market research is a collection of techniques used to understand your target market. Good research identifies customer needs, fears, drives, and frustrations. You can use this information to home in on your target audience, design better products, and improve the customer experience .

3. H eatmaps

Hotjar Heatmaps are a visual representation of user behavior that shows where users click, tap, and scroll. They help you understand what page elements are interacted with or ignored, so you can start forming a clearer idea of what works (and what doesn’t) on your website. This is a great way to uncover any pain points that may be preventing users from successfully interacting with your website.

4. Session recordings

Hotjar Recordings show the anonymous activity of individual users, which you can tie to their survey answers. In other words, if someone tells you they’re having a hard time using your product, you can watch a recording of their activity to gain insights about the pain points they experience.

Final word of advice: by following these steps, you will be able to build a solid foundation for understanding your customers, addressing their needs and concerns on an individual or micro-level, and improving their overall experience on a larger scale. Of course, you might not see an immediate increase in your scores when you start making improvements, but if you collect solid data and trust in the process, your scores will improve over time—and your satisfied customers will ultimately drive your success.

*Net Promoter, Net Promoter System, Net Promoter Score, NPS, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

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5 steps to defining your company’s ideal customer profile

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That’s the theory behind the ideal customer profile (ICP) framework. 

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This is the story of many website designers, UX designers, and online businesses—and these all-too-common issues are often symptoms of user frustration. 

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No business can please all prospects all the time (if you can, tell us your secrets!). But suppose a customer is unhappy with your brand, product, or service. Would you rather hear it from them directly, or find out by chance on social media or third-party review sites?

Capturing direct feedback from real users certainly sounds like the better option—and, luckily, it’s become much easier to do. 

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customer satisfaction survey report example

Shadz Loresco

Customer Satisfaction Survey Summary Report Template

Customer Satisfaction Survey Summary Report Template

Visualize survey results and other insights using this customer satisfaction survey summary report template.

  • Design Style : modern
  • Colors : vibrant, dark
  • Size : 816 x 1056px
  • Plan : free

Share survey results, and more data by customizing this fact-driven Customer Satisfaction Survey Summary Report Template. Update the template to reflect your results by finding the right chart that fits and make the information pop with color and bolded text. Upload all your data with quick easy steps through the Venngage Chart tool. Whether you prefer to manually input the date, upload a file, or share Google Drive Document, all options are available at your disposal. Don’t just stop there; make the data pop by customizing the Chart Style option. Adjust the color for the charts and graphs at the click of a button, the bolder the color, the better. With lots going on, highlight key information and bold the text to make it stand out. Presenting detailed reports has just been made easier, all thanks to the Venngage Chart Tool. Edit the Customer Satisfaction Survey Summary Report Template now to get started.

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10 Customer Satisfaction Survey Examples From Successful SaaS Companies to Inspire You

In the process of setting up a user feedback system and looking for successful customer satisfaction survey examples to inspire you?

We got you covered!

In this article, we will go over the basics of creating a customer satisfaction survey – questions to include, design best practices, and also show you some helpful templates.

  • Customer satisfaction survey is a questionnaire designed to evaluate customers’ opinions on a product or experience with a brand.
  • Customer satisfaction surveys allow you to understand how your customers feel about your company, determine areas of improvement and maintain customer loyalty.

Examples of customer satisfaction surveys from inspiring brands:

  • Hubspot sends customers a simple survey to collect feedback after important customer interactions.
  • Userpilot measures customer satisfaction and loyalty with quarterly NPS surveys.
  • Postifty initiates a survey when a customer engages with a newly launched feature to gather customer sentiment.
  • Hubspot measures the satisfaction of customers mid-way into the onboarding program with an email survey.
  • Wise sends a transactional survey via email to collect customer feedback in real-time.
  • Jira sends a quick CSAT survey to understand how satisfied customers are with a new feature .
  • Slack triggers generic CSAT surveys at intervals to encourage users to share their opinions and frustrations about the product.
  • Miro’s survey is always-on, designed to blend in with the UI design as a passive feedback collection method , allowing the user to decide when to fill it in.
  • Jira’s in-app customer satisfaction survey collects feedback in real-time, right after the interaction.
  • Want to see how you can use Userpilot to design successful customer satisfaction surveys? Book the demo !

What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire designed to evaluate how happy or unhappy the customer is with the product and experience.

What should a customer satisfaction survey include?

Here are the elements that CSAT surveys usually contain:

  • A thank you note to customers for using the company’s services and their willingness to provide feedback.
  • A numeric scale for collecting quantitative feedback
  • Emojis that correlate with our satisfaction levels
  • A multiple-choice question
  • An open-ended question that gives users the freedom to express their thoughts

What’s the importance of customer satisfaction surveys?

Customer satisfaction surveys provide your SaaS with valuable feedback on the issues that are important to your customers. Collecting and analyzing customer feedback will help you to:

  • Measure your product efforts and understand they’re meeting customer expectations
  • Identify the problems customers are facing and fix them to improve the user experience
  • Improve customer engagement
  • Establish a solid relationship with customers and make them feel valued
  • Build trust and drive customer loyalty
  • Find your raving fans and encourage brand advocacy

What are some customer satisfaction survey questions to include in your feedback form?

When creating customer satisfaction surveys, it’s important to compile the right questions if you want to capture accurate and actionable feedback.

Here are some great customer survey questions to ask:

Customer loyalty questions:

  • How would you rate our product as compared to our competitors?
  • How would you feel if you had to stop using our product?
  • Would you recommend our product to others?

Product usage questions:

  • How often do you use our product?
  • Do you feel the product price is reasonable?
  • If there’s anything we can do to make our product better, what would that be?
  • Which product features do you find the most useful?

Customer service experience questions:

  • Was the support representative able to resolve the issue?
  • Are you satisfied with the help our support team provided?
  • How would you rate your experience with {team member}

Great customer satisfaction survey examples to inspire you

To illustrate all we’ve said, let’s take a look at some great customer satisfaction survey examples from SaaS companies.

You can use these examples as a customer satisfaction survey template when designing or improving your own survey.

Hubspot’s customer satisfaction score survey

Hubspot sends customers this simple survey after important customer interactions. They ask customers to rate their experience on a 1–7 point scale, from worst to best.

The survey is subtle and not obstructive. It comes in a smaller modal design, which works well to grab the user’s attention without covering the entire screen. Also, Hubspot’s clear branding is reflected in the survey.

The downside to this survey is a lack of qualitative data. So while you get inside whether the customer experience with your brand was negative or positive, you don’t know the reason behind it.

Userpilot’s NPS survey with a follow-up question

Userpilot sends quarterly NPS (net promoter score) surveys to its customers to measure loyalty.

NPS surveys are usually measured on a number scale from 0-10.

Userpilot takes it one step further and asks an open-ended question to understand the reasons behind low or high satisfaction scores.

Tracking NPS scores over time helps to understand how the various changes affect customer satisfaction. An increase in the score over a certain time period indicates that the changes you’ve made were positive and had a good impact on your overall UX and product strategy.

Also, we have to mention that this survey was created effortlessly with Userpilot—without coding.

Nicereply’s customer effort score survey

Customer Effort Score (CES) measures how easy it is for customers to use a product or service. It reflects the amount of effort a customer put into using a product, finding information, or resolving an issue.

For customers to be satisfied with your product, they need to be able to put in as little effort as possible.

Here’s what a typical CES survey looks like:

Postfity’s new feature survey

Postfity understands that newly launched features still need to undergo lots of changes to meet customer expectations. That’s why they ask users for their feedback on new features – to understand whether there is any friction or area for improvement.

Instead of using modals , which tend to be obstructive, they substitute a slideout.

The questions of this feature survey sound very conversational, almost like you’re talking to a friend.

Hubspot’s mid-onboarding check survey

Hubspot understands that onboarding is critical to customer success and is a determining factor in whether the user will become a customer or not.

So, in the middle of onboarding, they check in to measure customers’ satisfaction with the onboarding program and the overall product experience so far.

The survey is sent to the user via email as opposed to in-app like in the previous examples.

In the survey, Hubspot asks users to choose their answer from a series of emojis with the help of a color code from red to green for clarity.

Wise’s transactional NPS survey

After a user has made a payment with Wise, the company sends a transactional NPS survey via email.

Transactional NPS surveys like this help you to get a more holistic view of the customer journey and understand how each touchpoint affects the customer’s perception of your company.

Jira’s customer satisfaction survey regarding a new issue

Jira sends a quick CSAT survey to understand how satisfied customers are with a new feature . This survey pops up after the user has engaged with the feature for a few minutes.

Customers who need help are referred to the customer support team with a single click; customers who wish to share their opinion can continue filling out the feedback form .

Emoji scores make it easier to relate and give a quick answer since they accurately reflect our emotional state.

Slack’s overall customer satisfaction survey example

Slack triggers generic customer satisfaction surveys at different touchpoints.

Slack substitutes the numeric scale for carefully worded multiple-choice questions that require little to no effort on the part of respondents.

This is then followed by an open-ended question that lets users share any ideas, opinions, or frustrations that may not be covered in the multichoice question.

Jira’s real-time in-app customer satisfaction survey example

Collecting feedback in real-time, i.e., while the user is still in the experience or right after the interaction, is critical. The experience is still fresh in their minds, and there is a possibility to make immediate changes and retain dissatisfied customers.

That’s why Jira doesn’t waste time and collects feedback right after the user engages with the feature. Surveys are triggered with an in-app slideout.

Miro’s passive customer satisfaction survey example

No matter how carefully you design and trigger your pop-up surveys, they are still considered fruition as they distract the user from their main task.

But it doesn’t always have to be that way. What if you collected feedback in a way that doesn’t interrupt the user experience?

Miro’s always-on customer satisfaction survey is a brilliant example of this. It is designed to blend in with the UI and is more passive in nature.

So, instead of occupying the screen and interrupting the user, Miro seamlessly embeds the CSAT survey into the customer experience and allows the user to decide when to fill it in.

Best practices for designing customer satisfaction surveys

How you structure and design your survey matters.

Having a good survey design increases the likelihood that you will get higher response rates and completion rates, and, ultimately, more accurate data.

So what makes a great customer satisfaction survey? In this section, we will discuss how to design a survey, write effective questions, and collect highly impactful data.

Keep the questions short and simple

No one enjoys taking long surveys. A person’s attention span is only eight seconds on average.

So make your survey short to respect your customer’s patience and time. Research has shown that it is better to send two microsurveys rather than one long one to get the information you need.

Segment your users before sending surveys

In order to get relevant and accurate feedback, you need to ask the right questions to the appropriate users.

Segment your customers based on their in-app behavior , different user attributes, or even previous feedback. You can then determine which surveys should be sent to which users.

This can be achieved with a tool that automates user surveys and triggers them for certain groups of users.

Trigger customer feedback surveys contextually

Reaching the right people with your survey is not enough. It is also important to consider when the survey will appear on their screen.

Your surveys will not only have a higher response rate if triggered contextually but also will give you more actionable insights.

Imagine a scenario where the user has started their free trial but didn’t sign-up for a few days and then one day decides to give you a shot. Once they log in, an NPS survey pops up and asks them whether they would recommend you to their friends.

The user hasn’t even experienced any value with your app, how would they know if they like you enough to refer to others?

But if you triggered the survey contextually – for example when interacted with a key feature and completed their JTBD , it would make much more sense to do it.

Show gratitude to the customers who give detailed feedback

When did you last receive a genuine thank you from someone? You must have felt like you should have done more for them.

This is how gratitude works. Whenever you thank someone for something they did, they are more likely to do you a favor in the future.

Your customers aren’t an exception—take the time to appreciate their effort and time in completing your surveys.

Upon completing the survey, you can send automated thank-you messages and give them a small reward.

Follow up and close the feedback loop

Routinely measuring customer satisfaction won’t benefit your company if you don’t act on the feedback and share the updates with your customers.

This process of collecting data, analyzing it, implementing changes, and letting customers know about it is called closing the feedback loop.

Companies that don’t do this miss out on the chance to cultivate strong customer relationships.

When you close the loop, customers feel acknowledged and valued.

Collecting feedback helps you understand your customers on a deeper level and improve your product to better fit their needs.

If you want to get accurate and actionable insights, it’s important to keep in mind some best practices when designing customer satisfaction surveys.

Want to see how Userpilot can help you build great in-app surveys in a matter of minutes? Book a Userpilot demo and we will show you how!

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How to Create A Customer Feedback Report That Drives Action

How to Create A Customer Feedback Report That Drives Action

Listening to customer feedback is key to understanding what customers need and expect, and provides you with solid insights to improve customer satisfaction. But to ensure this data translates into action, you’ll need to create a customer feedback report, and share it with your teams and stakeholders.

A customer feedback report helps you organize the main findings of your feedback analysis and identify key areas of improvement. Its main purpose is to measure customer satisfaction and provide actionable insights for business development.

Read on to learn what to include in your customer feedback report and how you can create your own using data analysis and visualization tools.

How to Create a Customer Feedback Report in 6 Steps

A well-structured customer feedback report should present your findings in a clear, engaging, and visually attractive way. It should provide meaningful and actionable information derived from a mix of quantitative and qualitative data and ultimately help you:

  • Better understand your customer’s needs and pain points.
  • Identify key areas of improvement (and define the main priorities).
  • Provide data-driven insights for internal teams to take action.

Follow these 6 steps to create your own customer feedback report:

1. Set goals and expectations

Companies can analyze customer feedback with different goals in mind and create individual reports for each team:

  • Measure customer satisfaction (customer support team and stakeholders)
  • Understand user experience (product development team)
  • Evaluate customer service performance (customer support team)
  • Discover new market opportunities (marketing and sales)

Ask yourself what you expect to learn from your customer feedback data and remember that your goals should be measurable and aligned with the overall business objectives.

This first part of your report can also include a “Background” section, where you briefly summarize the current situation of your company and mention any recent improvements.

2. Describe how data was collected

Explain the methodology used to collect customer feedback and the details of your sample.

If you created customer feedback surveys, specify how they were delivered to customers: via email, in-app, phone. Also, state how many customers participated and when you sent out surveys. Did your survey focus on a particular cohort?

3. Show quantitative insights

Customer feedback provides a wealth of measurable, quantitative insights. You can get these insights from:

  • Star ratings on product reviews
  • Social media likes or shares
  • Close-ended survey responses, including multiple-choice questions and rating scale questions (like NPS surveys or Customer Satisfaction surveys).

You can easily aggregate and analyze quantitative data in Excel or other data analysis tools. With cross-tabulation, you can examine relationships within different groups of data and can create graphics to add to your customer feedback report.

Quantitative data ‒ like scores, metrics, and stats ‒ help you identify trends and understand the bigger picture. For example, the percentage of customers that would recommend your brand. However, to understand what drives these customers to recommend your brand, you need to support the numerical data in your customer feedback report with qualitative data .

4. Analyze and report qualitative insights

Through data analysis techniques , you can analyze and interpret the open-ended responses and unsolicited information about your brand in customer satisfaction surveys , product reviews, social media posts, and customer support interactions, like live chats or email.

Qualitative insights are essential for an in-depth customer feedback report. They allow you to understand customers better, by delving into the reasons behind their actions and opinions.

So, for instance, if your numbers show a 10-point drop in your NPS score this month, you can analyze qualitative data to discover why.

Because qualitative data is unstructured , it’s more complex to process. And while you could analyze it manually, it would demand hours of work.

Fortunately, AI technology makes it possible to organize and draw insights from large amounts of qualitative data, quickly and accurately. With AI tools, you can automatically sort text by topics or sentiment, and find relevant entities and keywords.

MonkeyLearn is an AI solution that can help you easily analyze your qualitative customer feedback data. You can use pre-trained models to get started immediately or create your own machine learning tools in a no-code interface. Smart integrations allow you to connect your customer feedback directly so you can gain real-time insights from social media posts, product reviews, and open-ended survey responses.

Try this free survey analyzer and see how it classifies NPS survey responses into categories, like Customer Support, Ease of Use, and Pricing.

Test with your own text

5. visualize results.

A customer feedback report should be descriptive and visual. Through data visualization , you can help readers understand complex information and communicate results more effectively.

Visualize results using graphs, word clouds, or dashboards. That way, it’s easy for every team to spot trends, compare data, and obtain fine-grained insights.

MonkeyLearn Studio is an all-in-one text analysis and data visualization platform. Create a Studio workflow that takes you from customer feedback analysis to a customer feedback report. And filter your data to create custom charts for different teams that you can add to your customer feedback report.

Here’s an example of how MonkeyLearn Studio summarizes customer reviews about Zoom:

Example of a dashboard created with MonkeyLearn Studio to visualize customer feedback

6. Take action and close the loop

Finally, help each team close the feedback loop by summarizing all your data in a report and sending it to the relevant teams who can turn those insights into data-driven decisions and actions.

A customer feedback report allows you to evaluate how well you are meeting customer’s needs and expectations, whether you work in customer service or product. It provides you with detailed insights that can help you improve your product roadmap, customer experience, and beyond.

Maybe your report shows that customers are frustrated with the payment process on your site, and you notice a high cart abandonment rate. By digging into the qualitative data, you can pinpoint what’s causing this high drop-off and remove the obstacles to make the customer experience as smooth as possible.

Taking action on customer feedback also shows customers that you care and value their opinions, which is key for building strong relationships.

Customer Feedback Report Examples

Before you start working on your own customer feedback report, here are some examples that will guide you in the right direction:

James Walker's Customer Satisfaction Feedback Report : survey results where customers ranked different aspects of the company, from customer support to product quality. As a result, the company identified and prioritized four aspects to improve. This is a great example of how you can compare results against a previous survey to identify changes in customer satisfaction.

Barnsley's Annual Customer Feedback Report : provides insight into the complaints, compliments, and comments received by the council throughout the year. What’s interesting about this report is that it shares some specific actions they implemented as a result of customer feedback.

NHS Property Services Customer Feedback Report : summarizes the results of an in-depth study of all the customer satisfaction survey responses they received throughout the year. Check it out for ideas on how to create an insightful and visually attractive report.

A customer feedback report is the best way to summarize insightful feedback from your customers and use it to make data-driven decisions.

When you analyze customer feedback with a clear goal in mind, you can identify what areas need improvement, set out priorities, and share them with your internal teams and stakeholders. Also, you can compare current data to historical data to see how something like customer satisfaction evolves over time.

With an AI-powered tool like MonkeyLearn Studio , it can be a lot easier for you to draw qualitative insights from surveys, product reviews, and more, and visualize them in graphs and dashboards.

Sign up for a free demo and see how it can help you on your way to a comprehensive customer feedback report.

customer satisfaction survey report example

Inés Roldós

November 30th, 2020

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Customer Satisfaction Surveys: Examples, Templates & Tips for Better Surveys

The Team at CallMiner

November 13, 2019

'Customer satisfaction' sketched on a note pad

Gauging a customer’s  overall satisfaction  with your services and products can help you optimize for a better customer experience and better overall market performance. However, getting to know just  what your customers think about your brand  can be a tough task to take on.

Customer satisfaction surveys serve this purpose well, encouraging your client base to share with you their valuable thoughts and ideas freely. By understanding what drives customer satisfaction in the right direction and leveraging tools to translate data into actionable insights, you can quickly enhance your company’s position in the eyes of target consumers.

What is Customer Satisfaction?

In a nutshell, customer satisfaction is best seen as a spectrum with two opposite extremes. On one end is full satisfaction and on the other is utter dissatisfaction. All along this spectrum can be found varying shades of loyalty/appreciation for your brand and disloyalty/distrust towards it – all fueled by simple factors that constantly influence individuals’ perceptions of your services and products on the basis of their quality and overall value. These factors fit into the following camps:

Emotional Factors

Emotional factors at play in determining whether customers feel satisfied with your brand range from the dispositions of your service representatives to the availability of your products.

People are emotional buyers more often than not, but their personal reasons for choosing the products they do can and do vary considerably across locations, cultures, genders, and more.

Rational Factors

Although emotion fuels most personal expenditures, pragmatism plays a pivotal role in people’s purchasing habits as well.

Price tends to be the most obvious element buyers take into consideration when weighing products and services. However, such aspects of your offerings as location, flexibility and general quality influence individuals’ decisions as well.

Below, you’ll find 25 expert tips and insights on formulating the best customer satisfaction surveys, including templates and example questions, plus tips for leveraging customer satisfaction surveys for the best results.

Templates and Examples of Customer Satisfaction Questions

1. ask one-part questions for clearer results..

“[Avoid] asking two-part questions with only one response option.

“This question-writing mistake is as simple as it sounds. Take the following as an example:

“’Did you enjoy our service and our selection? Yes or no?’

“What if your service was impeccable but your selection was lacking? If there’s no way for the participant to answer this question accurately, you’re going to get skipped questions, or, perhaps even worse, inaccurate responses. Make sure you’re asking for one distinct answer per question.

“Going back to our example, you can break up the prompt as follows:

“’Did you enjoy our service?’

“’Did you enjoy our selection?’”  –  Customer Satisfaction Survey Questions , SurveyMonkey; Twitter:  @SurveyMonkey

2. Different business processes deserve distinct surveys.

“Checkout Surveys – If you are in the hospitality or healthcare industry, it is important to get customer feedback before the customer leaves your premises. During the time of billing, they will be willing to share feedback as they will also have time while the billing process is being completed.

“Product Surveys – Products need periodical surveys to understand changing customer patterns and behaviors. We have seen many cases where this is not captured, and the product eventually ends up being not innovative enough for the newer generation of users.

“Customer Support Surveys – After support has been provided to customers, it is always better to send a follow-up message along with a short survey to make sure all the issues were resolved as per the customer’s expectations. This will make a big difference in improving customer satisfaction.

“Overall Satisfaction Surveys – Every company needs to periodically send general satisfaction surveys to its customers to understand customer sentiments. This will help organizations stay on top in this highly competitive business environment.”  –  Customer Satisfaction Survey (CSAT) , FeedbacQ; Twitter:  @FeedbacQ

3. Some questions work well before sales too.

“What problem would you like to solve with our product?

“This is a question that seeks information that usually cannot be gauged by analytics. Here you ask for the type of solution your Customers search for.

“This allows to focus on the strongest features of your product and helps to prioritize any future improvements that could be made.

“Hint: It’s great to ask this question even before finalizing the sale. It may be the case that your potential Customers are looking for something different than their chosen product is.

“If you have other products that would much better suit their needs, it’s great to navigate them towards them before it’s too late and they get disappointed with a product that was not designed for what they actually need.”  –  16 (+4) Best Customer Satisfaction Survey Examples To Use , Survicate; Twitter:  @survicate

4. Respect your customers with reasonable surveys.

I argued for three customer experience survey principles:

  • Make your survey short;
  • If you ask a question, use it;
  • Never ask a question when a query will do.

“Best Buy’s previous survey had over 50 required questions, including more than a dozen on areas that had nothing to do with my customer experience (‘30: I cannot live without the Internet’). I was pleased to discover that their new survey improved on principles 2 and 3, focusing more tightly on my customer experience.

“But then I hit the ‘Please select the number 4 below’ question.

“This is a survey design trick to ensure respondents are paying attention. If the answer is not 4, you ignore their results. And it works. But why resort to tricking your customers in the first place?”  – Jim Tincher,  Best Buy’s new customer satisfaction survey shows no respect for customers , CustomerThink; Twitter:  @customerthink

5. Shorter surveys used more frequently could be more effective for digital business models.

“Netflix is built on its customers’ preferences. After you watch a movie or a TV show, the service asks you to rate the product. Then, it collects the data and suggests similar content to its users according to their likes and dislikes or recently watched content. There are also numerous surveys about customer satisfaction where users can rate not only watched movies but also the interactions with Netflix itself.

“Some companies have two main customer groups, like Uber, which works with both taxi drivers and passengers. Therefore, it is important for them to analyze the satisfaction of these two parties. To collect their opinions and feedback, Uber uses a rating system. After every ride, both driver and passenger evaluate their experience.

“The collected data is visible not only to the company but also to other potential passengers and drivers. Both parties can decide whether they would like to accept the request from a certain user/driver when they have low rates.”  – Megan Ranger,  How Your Business Can Benefit From Using Customer Satisfaction Surveys , Nimble; Twitter:  @nimble

6. Ask about your products, specifically.

“Finding out how satisfied your users are with your offer provides your marketing and product teams with valuable information that can be used to improve customer retention. Some questions that you could ask in this section are:

  • How often do you use the product or service?
  • Does the product help you achieve your goals?
  • What is your favorite tool or portion of the product or service?
  • What would you improve if you could?” – Ruchika Sharma,  16 Excellent Customer Satisfaction Survey Examples , HubSpot; Twitter:  @Sh_ruchika ,  @HubSpot

7. Ask how your customer would rate their own satisfaction with specific aspects of their experience.

“CSAT surveys consist of a variation of the question: How would you rate your overall satisfaction with the products/service you received?

“Customers would then choose from the following 1 to 5 scale:

  • Very unsatisfied
  • Unsatisfied
  • Very satisfied

“Only customers who choose ‘Satisfied’ or ‘Very Satisfied’ are considered satisfied customers. To calculate your business’ CSAT score , take your number of satisfied customers and divide by the total number of survey respondents, then multiply by 100. Therefore, if you have 100 survey respondents and 70 of them responded ‘Satisfied’ or ‘Very Satisfied,’ your CSAT score would be 70%.”  – Meaghan Brophy,  5 Types of Customer Satisfaction Surveys + Free Templates , FitSmallBusiness; Twitter:  @FitSmallBiz

8. Consider focusing questions around customer service.

“The following questions can help you assess customer service competency:

  • Are you satisfied with how your agent handled your inquiry?
  • Did your agent resolve your issue competently?
  • Was your solution/answer delivered in a timely manner?
  • How many agents assisted you today?
  • Did your agent communicate in a clear manner?
  • Did you feel confident in your agent’s ability to help you?
  • Overall, did you feel that your agent was knowledgeable about the company/product/policies?
  • Was your agent professional and courteous?
  • Did your agent make you feel like a valued customer?” – Carla Jerez,  31 Questions to Help You Craft the Perfect Customer Satisfaction Survey , Comm100; Twitter:  @comm100

9. Vet product and service features with specific questions.

“Questions about the actual product (and how it’s delivered or warrantied) can provide a company with knowledge about which features are most valuable to their customers, which could use improvement and if their product is meeting expectations.

  • On a scale of 1-10, how well does our product meet your needs?
  • What product features are the most valuable to you?
  • Are there any features that we’re missing?
  • If you could solve one problem with our product, what would it be?
  • On a scale of 1-10, how would you rate the value of our product for the money spent?
  • Which of the following words would you use to describe our product?”  – Yaniv Masjedi,  60+ Customer Satisfaction Survey Questions You Can Borrow , Nextiva; Twitter:  @Nextiva

10. Try demographic questions to help define buyer personas.

“[…]Demographic questions are simple enough to help ease the customer into the survey.

“Using the answers gathered from these questions, you can better tailor your product/service, the messaging associated with it, and your overall marketing strategy. In addition, it’s a helpful tool for the marketing and sales teams who build personas and create strategies around audience behaviours.

“Here we share some of the most basic customer demographic questions:

  • Where are you from?
  • What establishment do you visit most often?
  • What is your age?” –  16 Exceptional Examples of a Customer Satisfaction Survey , Benbria; Twitter: @benbria

Expert Tips for Leveraging Customer Satisfaction Surveys

11. ask questions that matter to your customers..

“Customers fill out surveys in the hope that their voices will be heard and will result in a tangible change — whether as resolution to a specific problem or improvements to future interactions. If none of the survey’s questions address the parts of their experience they care about most, they’ll be more likely to give unhelpful answers — or to give up entirely.

“In these situations, honing in on what is most important to customers takes real work. You’ll have to speak with people in your organization who deal with customers regularly and understand their concerns. You’ll also have to search existing customer data for answers — and perhaps even revise your vision of the journeys customers take with your business.”  –  Writing Better Customer Satisfaction Surveys , Medallia; Twitter:  @Medallia

12. Consider the cause behind low satisfaction.

“If you want to know how well you’re serving your customers, the best way to start is by asking them if they’re satisfied with your service. Frequent use of customer satisfaction (CSAT) surveys will capture your customers’ feelings at particular moments in time and apply a score to them.

“CSAT scores can be viewed by individual customer, customer type and by channel – are people that call more or less satisfied than those that use live chat, and vice versa. CSAT should also help you to see if it’s a particular product or service that’s causing scores to rise or fall. If only a certain type of customer is less than satisfied, it could be because of what your company is offering them rather than how well it’s resolving issues.”  –  5 Customer Satisfaction Metrics That Matter , Sitel Group; Twitter:  @Sitel_WorldWide

13. Think beyond the survey itself.

“Surveys provide the reading that shows where attention is required, but in many respects, this is the easy part. Very often, major long-lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change. The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff. However, there is a price to pay for these improvements. Costs will be incurred in the market research survey. Time will be spent working out an action plan. Training may well be required to improve the customer service. The implications of customer satisfaction studies go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.”  – Paul Hague and Nick Hague,  Customer Satisfaction Surveys & Research: How to Measure CSAT , B2BInternational

14. You can collect open feedback too.

“Depending on what customer metrics you intend to use, it will determine what type of survey questions you need to ask your customers. Below are a few best practices:

  • Ask for overall company rating first – This satisfaction survey question gives you great initial insight and allows you to compare to industry and internal benchmarks over time.
  • Allow for open text feedback – Open text questions allow you to collect open-ended responses from your respondents. You can gain more detail about your customer’s experiences and you might uncover new insights you didn’t expect.
  • Optimize for mobile – Many consumers are now completing surveys on mobile devices or within mobile apps, so your survey must be optimized for mobile devices. If it is too complicated for a mobile respondent, survey participation will decrease.”  –  Customer Satisfaction (CSAT) Surveys: Examples, Definition & Template , Qualtrics; Twitter:  @Qualtrics

15. Focus on a single goal for your survey.

“Customer satisfaction, which is integral to CX, is a big deal. Thus, you need to work out what your CX goals are before you do anything.

“Your survey should have ONE goal.

“Common customer satisfaction survey goals include:

  • Reducing churn
  • Reducing cart abandonment
  • Improving brand loyalty, products, UX, customer service, etc.

“Once you have established your goal, you know the direction your question(s) should take.

“You can also keep the number of questions to a minimum because you have a specific purpose in mind.

“Moreover, you know which customers to target with your survey. Monitor customer satisfaction at different stages of the buyer’s journey.”  – Emil Kristensen,  Customer Satisfaction Surveys: Here’s Everything You Need to Know , Sleeknote; Twitter:  @Sleeknotecom

16. Keep your survey simple and vary question formats for best results.

“Once you have selected your survey tool, it’s time to prepare the questions. To start, don’t make the survey too long or complicated. If you do that, people will not complete it. The maximum number of questions should be 20 or, preferably, less. You will also want to mix up the “type” of questions you ask, i.e., yes/no, rate on a scale, multiple choice, open-ended, etc. Mixing up the types of questions keeps the survey interesting. Most of the online tools give you numerous templates you can use to design your questions. Your survey should not take more than 15-20 minutes to complete.”  – Sterling Miller,  Creating a customer satisfaction survey , Thomson Reuters; Twitter:  @westlaw

17. Don’t bombard customers with questions.

“We’ve all been hit with an extensive series of questions before: ‘How did you find on our site? Do you understand what our product does? Why or why not?’

“It can begin to feel like you’re being interrogated by someone who won’t let you finish your sentences. If you want quality responses, you need to give people time to think through each individual question.

“Bombarding people with multiple points to consider leads to half-hearted answers by respondents who will just be looking to get through to the end — if they even stay with the survey at all. Make things easy by sticking to one main point at a time.”  –  10 Essential Tactics for Creating Valuable Customer Surveys , HelpScout; Twitter:  @helpscout

18. Respond to strong feedback personally when possible.

“Be sure to respond personally and promptly after receiving strongly negative feedback. And don’t set a batch of surveys aside for later en masse response without scanning them in a more timely manner for negative responses that require immediate replies.

“Be sure to thank anyone who offers personal praise on a survey. A handwritten note is a wonderful way to accomplish this if you have the customer’s physical address. An email is also fine, as long as it’s clearly from a real person and not boilerplate.”  – Micah Solomon,  13 Best Practices For Designing Customer Satisfaction Surveys (CSAT) , Forbes; Twitter:  @micahsolomon ,  @Forbes

19. Avoid surveying the same people too often.

“Surveys can be done on a regular basis, even once a week, but it is important not to survey any one customer more than once or twice a year. Otherwise, they get tired and possibly annoyed.

“’Research shows that if you survey the same customers too often, you start to get higher quit rates, as well as clients who ask to be removed from your survey list, and these are lost forever,’ Simard says.”  –  5 tips to create effective customer satisfaction surveys , bdc; Twitter:  @bdc_ca

20. Implement your surveys online.

“Make life easier for everyone involved and release your feedback survey online. Your customers can follow a link from your web page or in an email and answer with just a few clicks. What’s more, the collection and processing of data will be far simpler for you. Don’t forget to streamline your site for mobile surfers too.”  –  How to improve customer feedback – five top tips for getting helpful comments from customers , Netigate; Linkedin:  @netigate

21. Encourage more detailed feedback.

“While it is important for you to respect your customers’ time by keeping surveys brief it is also important to write survey questions that encourage customers to give valuable feedback.

“Surveys that only use questions with number ratings (quantitative questions) are tempting because they require your customers to spend less time on their feedback, but responses to open-ended survey questions (qualitative questions) are almost as important as the quantitative numerical responses. Responses to open-ended survey questions are the key to understanding what additional quantitative survey questions should be included on your next survey.”  – Dr. Jan West,  5 Tips for an Effective Customer Survey , National Business Research Institute Inc.; Twitter:  @nbri

22. Consider the type of satisfaction you are gauging.

“According to an eSurveyspro article, there are two types of satisfaction to measure: transactional and image-based. The first is defined as any interaction the customer has with your company, whether that be with a field rep or with the product itself. The latter is the customer’s overall opinion of the company based on transactions, their assessment of competitors, and what friends have said about the company. It is better to separate the two types in surveys because putting them in the same survey forces the customer to reflect in two different ways. For example, a transactional prompt could be ‘Rate product x on a scale from 1-10.’ While an image-based question could be ‘What values do you associate with company x?’”  – Erin P. Friar,  3 Tips for Successful Customer Satisfaction Surveys , Repsly; Twitter:  @Repsly

23. Craft a compelling invitation for your customers.

“The invitation could be through an email or a letter. It should be personalized for the client. Start with a warm greeting and thank the customer for using your service. After that, tell them the purpose of the survey. Go further and give intricate details such as the duration of the survey. You can give them an incentive for participating in the survey. Close the invitation by thanking the customer.”  –  Customer Satisfaction Surveys Tips For Small Businesses , YoungUpstarts; Twitter:  @YoungUpstarts

24. Try surveying outside of your own client base when possible.

“Gallella surveys nearly everyone who makes contact with Custom Design & Construction, even if the potential customer doesn’t hire her company.

“Homeowners who attend the remodeler’s seminars or meet with a designer but do not hire the firm get a five-question survey asking for feedback on the speakers and whether they intend to hire another company. ‘That’s a more interesting group to survey,’ Gallella says. ‘We get to see what their impression is of our design team and our business; to get an idea of whether they understand the difference between design/build and an architect or just someone working out of their truck.’”  – Sharon O’Malley,  9 Tips for Customer-Satisfaction Survey Success , ProRemodeler; Twitter:  @ProRemodelMag

25. Consider survey results alongside customer spending for better insights.

“Demonstrating the link between research and commercial performance is a critical — but too often overlooked or failed — ambition. Yet B2B customer satisfaction surveys should do just that. By linking actual spend data on customers to their survey results, definitive links can be drawn between satisfaction levels and spend, providing clear evidence on the most important areas for prioritisation in the business.”  – Graeme Cade,  4 Tips for Perfecting B2B Customer Satisfaction Research , MarketResearch; Twitter:  @MarketResearch_

How does your business leverage customer satisfaction surveys?

Product Demo Videos

Additional resources you might like:.

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Beyond Surveys: Building a Modern VoC Program

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CSAT Survey Analysis: How to Analyze Customer Satisfaction Survey Data

Are you running CSAT surveys? Wondering how to analyze customer satisfaction survey data you’re getting?

You know, collecting feedback is just one part of building a customer-centric business . But it’s what you do with those results that matters and makes a difference to your company or product.

In this guide, you’ll learn how to analyze and interpret your customer satisfaction survey results. You’ll also discover how to identify your business’s weak points and what to do about them.

But before we get into that, let’s quickly recap the main concepts of CSAT and how you can run customer satisfaction surveys successfully.

A Brief Overview Of CSAT Surveys

A CSAT (short for customer satisfaction ) survey is a feedback survey used to measure customers’ satisfaction levels with your company’s product, service, or a particular interaction.

CSAT uses rating questions or Likert scale questions to collect customer feedback. 

CSAT example.

Customers respond by choosing their reaction between “Very unsatisfied” and “Very satisfied” for the asked question. 

Now, the question in the above example focuses on measuring satisfaction levels with the product. But you can use CSAT to know customer satisfaction with aspects like:

  • Customer service,
  • New feature,
  • Onboarding process ,
  • Training process,
  • Checkout, and more.

How to measure CSAT?

Once you start receiving customer responses, your CSAT survey software will display your CSAT score in real-time. To measure it manually, however, use this formula at the end of your survey:

CSAT score = (Total number of satisfied customers (i.e., people who choose 4 or 5 on a 5-point scale)/ Number of survey responses) x 100

CSAT score calculation example.

For example, if 260 people out of the 320 are satisfied with your product, the CSAT score for the above-shared example would be:

CSAT score = (260/320) x 100 = 81.25%

This is a great CSAT score. Generally, anything above 80% is considered an indicator of success.

4 Best Practices To Increase the Response Rate

1. send surveys at the right time .

CSAT survey frequency and timing are the two primary elements behind higher or lower response rates.

If you don’t send the surveys at the right time, customers are less likely to fill it. For example, if you send a survey instantly after the customer uses your SaaS for the first time, it’s too early: they likely wouldn’t have had the whole experience yet. On the other hand, it’d be late if you send a survey asking for their recent customer service experience 24 hours after they chatted with the support team.

The general rule of thumb is to send the survey when the full experience is fresh in the customer’s mind. By “full,” I mean the customer should have experienced every necessary thing related to the CSAT question to form an informed opinion. For example, if they haven’t explored your SaaS fully, their answer will be inaccurate if you ask them, “How satisfied are you with the product?”

2. Send surveys frequently

There are two reasons to send your CSAT surveys frequently:

  • First, to remind: Remember, filling your CSAT surveys is at the bottom of your customers’ priority list. So if you send them the survey when they are busy, they won’t respond. Therefore, send the survey frequently ⁠— if it makes sense ⁠— to remind them.
  • To get their freshest opinion : If you interpret survey results correctly and make changes based on feedback, customers are likely to have a more favorable opinion of your brand. But sometimes, changes can backfire as well. So instead of guessing, send the same survey again after a significant change to know their latest opinion.

3. Send surveys through the most appropriate channel

You can ask for surveys through multiple channels. For example, if you use Refiner to conduct surveys, you can collect responses using in-app widgets , emails , and survey pages .

Choose the most appropriate channel depending on the question. For example, if the question is regarding customers’ experience with the SaaS, send the in-app widget popup to collect feedback while customers are using your tool.

4. Ask proper questions

It’s one thing to get maximum responses ⁠— sending surveys frequently, at the right time, and on the right channel will help you with it. But it’s another to get useful responses.

What are useful responses? They are answers wherein users describe what they like and dislike about your brand and what you can do to make them happy.

To get useful responses, you need to ask well-structured, accurate CSAT questions because a vague question will only get you a vague response.

For example, here’s a precise question you can ask after a user ends a call with your support representative: “How would you rate the support you received?” Now, suppose they select 4 or 5 on the 5-point scale. In that case, you can (and I recommend you do) ask a follow-up question like “What was the most memorable with the support interaction?” to get more details about the customer’s positive experience.

With that out of the way, let’s see what you can do with the results of the survey.

7 Steps to Interpret CSAT survey results

Step 1 : look at the overall scores to determine potential warning levels.

Firstly, look at the CSAT scores of the broader questions like the “How satisfied are you with the product?” question. It will help you determine warning levels and decide the time frame to solve customer problems. 

Refer to this table to determine warning levels:

Depending on the conclusion:

  • If the warning level is high, get to the bottom of the problem(s) and allocate all resources to solve it immediately. Otherwise, you’ll lose the current customers sooner or later, which you don’t want, especially if your business runs on a recurring revenue model.
  • On the other hand, if the warning level’s low, it’s not urgent (but important). So get to the problems once your team(s) finishes their currently scheduled assignments.

Step 2 : Be pessimistic, and prioritize surveys based on the score

Look at all the CSAT scores pessimistically to understand that there’s room for improvement. For example, say you get a 90% CSAT score for a survey. It means that still 1 in 10 people isn’t satisfied.

Then, prioritize all the surveys from the lowest score to the highest. For instance, let’s say your “How would you rate the support you received?” the question survey has a CSAT score of 60%. And “How easy is it to use [Product]?” got a 90% score. Then, put the former one first on the list.

Next, follow the below steps for each survey from top-to-bottom.

Step 3 : Look for patterns in each survey.

Let’s continue with the “How would you rate the support you received?” survey example. Sort all the survey responses from negative to positive, and look for common patterns in the follow-up question’s answers.

A typical follow-up question for a negative response would be an open-ended question like “How can we improve our customer service?”. Answers to this question will include keywords like ‘slow replies,’ ‘unprofessional,’ ‘problem not solved,’ etc.

Capture the most common complaints and work on them. For example, if your agents can’t respond quickly, a possible solution could be to recruit new agents.

Step 4: Next, look for patterns across customer segments

Don’t just look for patterns across customers’ answers; also look for commonalities across customers who aren’t satisfied.

Depending on your product or service, you can segment your customers by:

  • Geography: Their physical location.
  • Demographics: Their gender, age, etc.
  • Behavior: Their product usage, loyalty, understanding of your product, etc.
  • Plan: If you offer multiple packages, see the plan they are on.

Again, let’s continue the previous example and look into the geography-based customer segment. Let’s say you have a worldwide customer base, but your support department only operates during the EST timezone. Now, it’s possible that your customers from India send a query during their time and get a late reply because your support team is offline, and hence they are not satisfied. 

Once you figure out the dissatisfied customer segment(s), it’ll be easier to find a possible solution. For instance, you won’t be confused whether you should hire new customer support staff or do something else to better the CSAT score for the “How would you rate the support you received?” survey when you know it’s only the customers from India who are unhappy and because of late replies.

Step 5 : Share your findings with relevant teams

Once you have figured out the potential problems, share your findings with relevant teams. For instance, if it’s about customer service, send the report to the support team manager.

  • Ask for their opinions to solve the problem
  • Consider their opinions when solving the problem

Note: Ensure everyone in the organization understands what CSAT surveys are, what the CSAT score means, the industry benchmarks, and how your survey results compare with benchmarks and previous customer satisfaction survey results (if conducted).

Step 6: Try and solve the key problems

Once you know the problems and have considered all relevant parties’ opinions on how to solve them, make an action plan:

  • Define the problem,
  • Describe the core issues,
  • Lay out the step-by-step solution plan for each issue,
  • Prioritize the issues properly,
  • Allocate the needed resources as per warning levels.

And solve the problem.

Step 7 : Ask for customer feedback. Again.

Made the changes? Solved the problem(s)? Awesome! Now, send customers the same survey questions again at the appropriate time.

  • If the CSAT score goes up, it’s a success. Be happy about it, yes, but then go into the pessimistic mode to push the CSAT score to as near as 100%.
  • If the CSAT score goes down ⁠— and it most likely won’t ⁠— start from Step 1: Determine the warning levels .

A couple of ways to use CSAT Results

Performing the above seven steps will undoubtedly help increase customer loyalty, better customer experience, reduce churn rate, and increase revenue. But there are many more insights you can gather from CSAT results while going through the interpretation/analysis process, like:

1. Find your next big idea

Your users can be a source of ideas for your upcoming features, products, integrations, and more. Here’s a simple example: If you don’t have Paypal checkout and someone exclusively uses Paypal for business, then they’ll suggest you add it when responding to the “How’d you rate your checkout experience?” survey question.

2. Understand customer lingo for marketing success

“Speak your customer’s language” is one of the fundamental marketing rules. 

You can catch customers’ language from how they describe their problem or refer to your brand when answering the open-ended follow-up questions. Later, you can use it in marketing campaigns.

For example, if most refer to your accounting “SaaS” as “tool,” then probably A/B test your ad title between “XYZ SaaS” and “XYZ tool.” The “tool” copy may perform better because the potential customer understands what an “accounting tool” is but is not quite sure when you say “accounting SaaS.”

Running customer surveys ⁠— whether it’s CSAT (Customer Satisfaction), NPS (Net Promoter Score), or CES (Customer Effort Score) ⁠— is crucial to growing your business. 

Wait…wait…let me rephrase the sentence: Running customer surveys AND acting upon the customer feedback you receive through the surveys is crucial to growing your business.

But to act upon the feedback, you first need to know what the actual feedback is and why it is so. With the seven-step process I discussed in this article, you’ll be able to interpret customer survey results and feedback properly to make necessary changes efficiently.

Hopefully, it will help you improve your CSAT score.

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How to Create the Most Comprehensive Report from Your Customer Satisfaction Survey

Woman taking notes from a tablet while standing in her workshop.

To create long-term, positive relationships with your customers, you need to understand how and why they act the way they do. The best way to learn how and why customers do and don’t do certain things? Ask them! 

While asking customers about their preferences and behaviors may seem relatively simple, many companies don’t know how to truly optimize the customer satisfaction reporting process to learn the most actionable information about their customers. Which metrics to collect, how to categorize them, and what to do with all that data — these are all important steps that some brands are not utilizing to the fullest extent of their power. 

Let’s take a deep dive into how to create the best customer satisfaction surveys and reports and the most effective questions to ask your customers to improve your customer service .

Customer Satisfaction vs. CSAT

Measuring customer happiness and satisfaction throughout the entire customer experience is paramount to understanding what is working and what isn’t working in your customer journey and perfecting it to meet modern customer expectations. This includes knowing how your customers are feeling at each checkpoint from discovery to purchase, including individual interactions with customer support, and being able to apply those feelings in a tangible, measurable way

That’s where the Customer Satisfaction Score (CSAT) comes in. CSAT is used to measure an individual customer’s feelings about a specific interaction with your support team. It is generally measured through a Likert scale question, such as, “On a scale of 1-5, how satisfied are you with your customer support experience today?” often accompanied by a comment box to allow customers to supplement their response with more context. 

CSAT is an incredibly important piece of the larger customer satisfaction puzzle. Let’s break down the process piece by piece.

Customer satisfaction survey examples

Key Components of a Customer Satisfaction Report

Every brand is different, with different customers and different needs. However, there are some elements of an effective customer satisfaction report that are consistent for companies in every industry and customers in every demographic.

Average Satisfaction Chart   

Companies will want to be able to quickly identify the average levels of satisfaction, given a specific date range and channel. Channels should include any platforms through which customer communication takes place, such as email, chat, SMS, phone calls and different social media platforms.

Ratings Chart

A “ratings chart” should illustrate the number of times each specific rating, likely based on a 1-5 Likert scale, was chosen during a selected time range separated by channel. This visualization allows companies and CS representatives to drill down slightly to see how customers are using a simple scale to rate satisfaction given different channels and time periods.

CSAT Survey Sending Funnel

It’s essential to know what customer interactions are survey-eligible at any given moment so they can be acted upon. The CSAT sending funnel illustrates the most recent state of all survey-eligible conversations within the past 24 hours, ensuring that surveys are received and completed by customers while their customer support interactions are fresh in their minds, creating the most accurate representation of their experience.

Score Breakdown

Companies and representatives need to be able to visualize not only specific ratings but also aggregate scores and percentages, as well as any correlations between those scores and percentages. The score breakdown shows the aggregated responses by ratings across all surveyed channels, including the collected ratings and what percentage of customers who chose each rating responded to the customer satisfaction survey. 

Man sitting on a couch while working on a laptop.

Top 10 Customer Satisfaction Report Metrics

While there is an immense number of possible metrics companies can use to measure customer satisfaction , we’ve broken down the 10 most important metrics to inform actionable decisions and improve happiness throughout every step of the customer journey. While helpful individually, it’s when each of these metrics is examined together and in coordination with each other that it creates the most comprehensive picture of your customer satisfaction reports.   

  • Negative Responses: The total count of conversations that were rated Negative in the selected time range. These can be hard to swallow, but they are essential to make necessary improvements to the customer experience.
  • Positive Responses: The total count of conversations that were rated Positive in the selected time range. Use these to understand what’s working and decide how to double down on it.
  • Average Score: The number of surveys scored ‘Positive’ divided by the total number of surveys rated over the selected time frame, visualized as a percentage. These are a great way to quickly know where your company is standing with your customers at a high level.
  • Median Rating: Median satisfaction rating (again, with a simple Likert scale) in the selected time range. This helps CS agents and managers know what the majority of the ratings are looking like.
  • CSAT Surveys Sent: The total number of customer satisfaction surveys sent in the selected time range. It’s important to know how many customers you are currently surveying or attempting to survey to inform the larger reporting picture. 
  • Unresponded CSAT Surveys: The number of survey recipients that did not provide a satisfaction rating or comment. This number, subtracted from the “surveys sent” number, can provide important data about the effectiveness of your survey communication, such as whether they are being opened or whether the in-survey messaging is compelling enough to complete. 
  • Rated: The number of surveys for which a rating was selected by the recipient. This number also helps understand the effectiveness of your survey communication — a high-rated number emphasizes effective communication that encourages customers to complete the survey.
  • Commented: The number of surveys that received a response from the recipient in the secondary question, typically a comment box. Comments are essential to the satisfaction report process, as they often provide helpful information that the customer is not given the opportunity to offer through the rating.
  • Response Rate: The total number of surveys that received a rating divided by the number of surveys that were sent, expressed as a percentage. Think of this similarly the email open rate — the higher the percentage, the more crucial feedback you’re receiving from your customers.
  • Comment Rate: The total number of surveys that received a comment divided by the total number of surveys that were sent. This percentage can be very helpful to evaluate the effectiveness of the survey itself. If customers have a lot to say in their comments, it may be time to create a survey that caters more methodically to the information customers are trying to convey.

What Does a CSAT Survey Look Like?

Companies and customer service representatives typically set up customer satisfaction surveys in one of two ways, and each has its strengths and weaknesses. 

This first is to send out an email with a survey after a ticket is closed.

  • Pro: The customer has had time to either revel in a good experience or deescalate from a negative experience
  • Con: They may be being contacted via their unpreferred platform, making them less likely to complete the survey or enjoy the survey experience

The second method is to use “instant CSAT ratings” to measure customer satisfaction immediately with reaction capabilities embedded directly in the conversation format.

  • Pro: The truest feelings about the customer support experience are fresh in the customer’s mind, resulting in the most accurate representation of their level of satisfaction
  • Con: Due to the nature and format of the instant rating, it can limit the comprehensiveness of the feedback collected, leaving little room for context or supplementary information the customer can provide

The survey itself can look many different ways, but the key is to keep it simple and quick for the customer, while still collecting helpful feedback for the company. The more options, the more detailed you can get with your ratings. However, get too complicated and you risk intimidating the customer and losing their survey participation altogether. Some common options for how to format your CSAT survey include:

  • Two hands with thumbs pointing up or down
  • Three faces with happy, neutral, and sad expressions
  • Five or 10 stars

Regardless of the option you choose, your CSAT survey should always be accompanied by the all-important comment box for any context or supplementary detail the customer would like to provide.

Customer satisfaction survey examples

Three Customer Feedback Scores to Measure 

The larger goal of customer happiness throughout the entire customer journey requires a collection of a range of essential data points that form a bigger picture. It’s a conglomeration of information gathered through different touchpoints that help customer service agents and managers really connect with the customer and use their opinions to inform the improvement of the customer experience. There are three primary customer scores to collect and analyze:

  • Customer satisfaction (CSAT) score: CSAT, the primary measurement we’ve discussed here, is used to measure individual customers’ feelings about specific interactions with your support team.   
  • Net promoter score (NPS): Net promoter score is a calculation of the percentage of a company’s true advocates and one of a surprisingly versatile customer satisfaction level measurement.
  • Customer effort score (CES): Customer effort score is a customer service metric that tracks the effort a customer puts into using your product or service; the more effort that is needed over time will likely erode their loyalty.

Do More With Your Customer Satisfaction Survey With the Right Solution

Having the right customer experience solution in place to survey, capture, visualize and analyze customer satisfaction data is essential to conducting the process in the most effective way.

Kustomer satisfaction surveys allow you to measure your customer’s happiness with your support team after a conversation is marked “done” across every channel. The Satisfaction report provides summary and survey specific data related to surveys executed through Kustomer’s Satisfaction feature.

To learn how Kustomer can help you get the most out of your customer satisfaction reports, request a demo today .

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24 powerful customer satisfaction survey questions (+ templates)

24 powerful customer satisfaction survey questions (+ templates)

Customer feedback surveys are important because they give you an insight into what your customers are thinking and feeling. This information can help you make decisions about your product, your customer service, and your overall business strategy. Customer satisfaction surveys (CSAT) are an important way to measure how your customers feel about their experience with your company.

Creating customer satisfaction surveys is reasonably straightforward, but you have to make sure you’re asking the right questions. If you ask too many questions, customers won’t fill out the whole survey. Ask the wrong questions, and they won’t tell you what’s really happening with your business.

To help you create a survey that will get you the high-quality customer feedback you need, we’ve put together a list of more than 20 customer satisfaction survey questions. We’ve also included some example CSAT survey templates you can use to measure customer satisfaction and get started today.

Why customer satisfaction surveys are important

Customer satisfaction surveys help you to understand your customer’s needs and wants. They also allow you to track customer satisfaction over time, so you can see if your company is making improvements. Additionally, customer satisfaction surveys can help you identify areas where your company needs to make changes.

This is important, because customer satisfaction data shows that satisfied customers are more likely to be repeat customers and continue doing business with you. They’re also more likely to refer new customers by telling their friends and family about your company. On the other hand, dissatisfied customers are more likely to take their business elsewhere.

We’ve written a “What Is CSAT?” guide that explains the customer satisfaction survey format in more detail.

What makes a good customer satisfaction survey question?

The questions you ask in your survey can make a big difference in the quality of the data you collect. There are a few things to keep in mind when you’re creating customer survey questions:

Make sure the questions are relevant to your business

You want to ask questions that will help you understand your customer’s experience and how you can improve it. For example, “How easy is it to find the customer service number on our website?” is a relevant question for a company that offers customer service.

Keep the questions short and simple

The survey should be quick and easy for customers to fill out. Customers are more likely to answer short, simple questions than long, complicated ones. So avoid long, complicated questions. For example, “How would you rate the customer service you received on a scale of 1 to 5, with 5 being the best?” is a simple question that can be easily answered.

Aim to make questions specific

Vague questions won’t give you the specific data you need to improve your customer’s experience. For example, “How was your customer service experience?” is too vague. A better question would be, “How satisfied are you with the customer service you received?”

Avoid asking leading questions

Leading questions are those that suggest a particular answer. For example, “Was our customer service friendly?” is a leading question because it suggests that the customer service was friendly. Leading questions can bias your results.

Make sure that questions are clear

Ambiguous questions can be confusing for customers and lead to inaccurate answers. For example, “How do you feel about our customer service?” is an ambiguous question. A better question would be, “How satisfied are you with the customer service you received?”

customer satisfaction survey report example

Now that you know what to keep in mind when creating your survey questions, let’s take a look at some customer feedback survey sample questions you can use to measure customer satisfaction.

20+ customer satisfaction survey questions to get better feedback

CSAT surveys can unlock valuable insights for companies that use them, but if you’re not asking the right questions, you won’t get the accurate data you need to make better decisions. Or, as we like to say, “The quality of the data is only as good as the quality of the questions.”

It’s important to remember that sharing good feedback is hard. Customers rarely enjoy filling out surveys, so it’s your job to make sure that questions are clear, concise, and relevant.

Writer’s block is common when it comes to customer satisfaction surveys, so we’ve compiled a list of consumer satisfaction survey questions that you can use as a starting point.

Questions to understand the experience

Understanding how people experience your product or service is key to understanding customer satisfaction. By asking these types of questions, you can identify areas where your customer experience could be improved. This can also help you better meet your customer’s needs.

  • 1. How satisfied are you with the quality of the product/service?
  • 2. Did our product/service meet your expectations?
  • 3. How likely are you to recommend our product/service to a friend or family member?
  • 4. How satisfied are you with the speed of our product/service?
  • 5. How satisfied are you with the price of our product/service?

Questions about specific touchpoints

These questions can help you understand how your customer feels about specific touchpoints in their customer journey. By asking these types of questions, you can identify moments of delight, points of friction, and customer pain points.

  • 1. How easy was it to find what you were looking for?
  • 2. How easy was it to purchase the product/service you were looking for?
  • 3. Did you experience any issues when using our product/service?
  • 4. What was your overall impression of our product/service?
  • 5. What was the most memorable part of your experience?

Questions about customer demographics

By understanding your customer’s demographics, you can tailor the customer experience to better meet their needs. These types of questions can also help you segment your customer base and target your marketing efforts.

  • 1. What is your age?
  • 2. What is your gender identity?
  • 3. Where do you live?
  • 4. What is your approximate annual income?
  • 5. What is your employment status?
  • 6. What is the highest level of education you have completed?
  • 7. Do you have children under the age of 18?
  • 8. What is your marital status?
  • 9. What is your primary language?

Questions about personal preferences, behaviour and desires

While demographic data can help you understand your customer base, it’s also important to understand how they behave and what motivates them. Taking psychographic information into account, like personal beliefs and values, allows you to develop experiences that people will remember.

  • 1. What is the most important thing to you in a product/service?
  • 2. What type of product/service do you usually purchase?
  • 3. What would motivate you to purchase our product/service again?
  • 4. What is your favourite thing about (the industry related to your product/service)?
  • 5. Is there anything you don’t like about (the industry related to your product/service)?

customer satisfaction survey report example

Customer satisfaction survey templates

Now that you know what customer satisfaction questions to ask, it’s time to put together your survey. To make things easier, we’ve created some customer satisfaction survey examples and templates that you can use as a starting point.

Basic CSAT survey template

This basic customer satisfaction survey template can be used to collect feedback about any type of product or service. Choose this customer satisfaction questionnaire template if you need a great starting point for creating your own customer satisfaction survey.

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Retail survey template

This CSAT template is designed specifically for retail businesses. It covers all the key areas that are important to customers when they’re shopping, such as customer service, product selection, and value.

Restaurant survey template

This template is designed specifically for restaurants and the food service industry. It covers all the key areas that are important to customers when they’re dining out, such as food quality, service, and value.

Hotel survey template

This guest survey template is designed specifically for hotels. It covers all the key areas that are important to customers when they’re staying at a hotel, such as cleanliness, comfort, and value.

Banking survey template

This customer satisfaction survey is designed specifically for banks. It covers all the key areas that are important to customers when they’re banking, such as customer service, fees, and accessibility.

Event survey template

This CSAT template is designed specifically for events. It covers all the key areas that are important to customers when they’re attending an event, such as the venue, food, and entertainment.

Spa/Salon survey template

This CSAT survey template is designed specifically for spas and salons. It covers all the key areas that are important to customers when they’re getting a spa or salon treatment, such as customer service, cleanliness, and value.

Barbershop survey template

This customer satisfaction survey is designed specifically for barbershops. It covers all the key areas that are important to customers when they’re getting a haircut, such as customer service, quality of the haircut, and value.

Client satisfaction survey template

For client satisfaction survey examples specifically designed for businesses that work with clients, check out this template. It covers all the key areas that are important to clients, such as customer service, quality of work, and value.

IT help desk survey template

This questionnaire covers the essential IT help desk customer satisfaction survey questions. IT department customer satisfaction survey questions can be very specific, so it’s a great starting point for creating your own customer satisfaction survey for an IT help desk or support team.

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Remember, the survey is just the start. Once you’ve collected customer feedback, it’s important to take action on the results. Use customer satisfaction survey results to improve the customer experience, increase customer loyalty , and boost your bottom line.

customer satisfaction survey report example

How do you write a customer feedback survey?

Follow these four principles to write a good customer feedback survey.

  • Keep it short: customer surveys should be short and to the point.
  • Ask the right questions: make sure you’re asking questions that will actually give you useful insights into customer satisfaction.
  • Make it easy to respond: make sure the survey is easy to complete, with clear instructions and obvious answers.
  • Follow up: once you’ve collected customer feedback, make sure you take action on the results.

What are some good customer satisfaction survey questions?

The best customer satisfaction survey question is usually the most obvious - “How satisfied are you with our product/service?” - allow customers to answer this using a rating scale, then follow-up with additional questions that allow them to tell you greater details using their own words.

How effective are customer satisfaction surveys?

Customer satisfaction surveys are a powerful way to collect customer feedback. The insights that you gain from a good customer experience survey/questionnaire can help you improve customer satisfaction, increase customer loyalty, and boost your bottom line.

Why are surveys good for customer satisfaction?

Surveys alone aren’t going to magically improve customer satisfaction. But they are a powerful tool that, when used correctly, can give you valuable insights into your customer’s needs and wants.

Using surveys as part of your customer success and marketing strategy will enable you to make data-driven decisions that will improve customer satisfaction

How often should you send customer satisfaction surveys?

How often you should survey customers will depend on your business and customer needs. If you’re just starting out, you may want to send a survey after each customer interaction. As you get more data, you may want to send surveys less frequently.

A good rule of thumb is to send a customer satisfaction survey at least once a quarter, or after any major customer service interaction.

How do you create a customer satisfaction survey?

Creating a customer satisfaction survey is easy with a dedicated feedback platform, such as TRACX . The benefits of using an all-in-one tool are that it’s easy to create beautiful surveys that are optimised for customer engagement, and you can easily track and analyse customer feedback over time.

What are the types of survey questions?

Most survey questions will fall under one of three main categories:

  • Open-ended questions - These are questions that allow the customer to answer in their own words. They’re great for understanding customer sentiment, but can be difficult to analyse.
  • Closed questions - These are questions that can be answered with a yes/no or multiple choice answer. They’re easier to analyse, but may not give you as much detail as open-ended questions.
  • Likert and Rating scale questions - These are questions that ask the customer to answer on a scale, such as “Very Satisfied” to “Very Unsatisfied”. They’re easy to analyse and a good way to segment customer feedback quickly.

Read more about the different types of survey questions .

Does customer satisfaction impact your Net Promoter Score?

Your Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or service to others. It’s calculated using a special survey, called an NPS survey.

Customer satisfaction is just one of the factors that can impact your Net Promoter Score. Other factors can include customer engagement, customer effort, and customer retention.

Does customer effort impact your Customer Satisfaction Score?

Yes, your customer effort score can have a big impact on customer satisfaction. In fact, customer effort can be as good as NPS when it comes to predicting customer loyalty.

How do you improve customer satisfaction?

There are many ways to improve customer satisfaction. One of the easiest ways to start is simply by asking for feedback on a regular basis, and making sure that you act on it.

How do you guage customer satisfaction?

A good way to gauge customer satisfaction is through the use of CSAT surveys. To learn more about what CSAT means, we recommend starting with our “What is CSAT” guide .

Tom Sutton

Co-founder, TRACX

Tom is the co-founder of TRACX, a no-code marketing platform that allows local business owners to collect customer feedback and create engaging marketing campaigns. With over 17 years of experience in entrepreneurship, product development, and marketing for businesses large and small, Tom is currently responsible for developing product and marketing strategies for TRACX.

Give your business a boost with TRACX™

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How to Write a Survey Introduction [+Examples]

Published: August 25, 2021

Writing a survey introduction probably isn't something you think about very often. That is until you're looking at the first screen of your almost finalized survey thinking "I should put something here. But what?"

Customer takes a customer service survey

While a potentially overlooked piece of the survey creation process, a good survey introduction is critical to improving survey completion rates and ensuring that the responses you receive are accurate. Taking the time to think about what information to include in your introduction can have a big impact on the success of your survey.

→ Free Download: 5 Customer Survey Templates [Access Now]

What is a Survey Introduction?

A survey introduction is the block of text that precedes the questions of your survey. It might be included at the top of an email requesting feedback or be the first slide in a series of questions. The survey introduction serves to set the stage for what the survey is, why the recipient should take the time to complete it, and what you're going to do with the information you collect. It should be compelling, informative, and reassuring.

How to Write a Survey Introduction

Start by thinking about the purpose of this survey. Who will be taking the survey? What information do you need for the project to be successful? Distill this information down into a sentence or two for your audience. Some examples may include:

  • We're looking for feedback on our new product line for men.
  • Tell us about your recent customer service experience.
  • We're revamping our spring menu! What do you want for dinner?

Secondly, follow up with any logistical information they need to know about the survey. How many questions is it? When does the survey end? Who should they contact if they have additional questions? This might sound something like:

  • This 5 question survey will take around 10 minutes to complete.
  • Click below to access the short, two-question survey. For further information or feedback, please contact our support team at [email protected].
  • This survey will be open until April 24th, 2022. Please take 5 minutes to provide your feedback before that time.

Finally, reassure the survey participants that their data is safe, and offer any information about how the survey data will be used:

  • Your answers are anonymous and will be used to improve our future customer service strategy.
  • Responses will be anonymized and analyzed for our upcoming report on consumer perception of insurance companies in the US. Please leave your email address if you'd like to receive a copy of the finished report.
  • We read every response to our customer happiness surveys, and follow-up to make sure you're left with a positive experience.

No matter what you include in your survey introduction, make sure to keep it concise and as short as possible. Too long, and you risk readers dropping off and not completing your survey. It's also important to keep your survey messaging on-brand. If you typically use a brand voice that's quite corporate, switching to a conversational tone in your survey introduction will feel out of place. It might even make some readers question if the survey is truly coming from your company - causing distrust in its authenticity.

Finally, thank your respondents for their time. Even if their responses are negative, the fact that they're engaging with your survey is a great indicator of their loyalty . Customers will not take the time to provide feedback to companies they don't care about. Here are some phrases you can use to show your appreciation:

  • This feedback is very helpful for our team in developing new features. Thank you so much for taking the time to complete this survey.
  • We read every comment you leave on these surveys, so thank you for your feedback!
  • We truly appreciate your insight and your time.

Want to make sure you've got it all covered? Save this checklist of the most important aspects to include in the survey introduction:

  • How long will it take? (Minutes or number of questions)
  • Why are you doing this survey?
  • Why should they fill it out? Is there a giveaway for respondents (such as a draw for a $50 Amazon card) or another incentive to complete it?
  • What are you going to do with the results? Are they anonymous?
  • When does the survey close? What is the overall timeline?
  • Are there any definitions or things they need to know before filling out the survey?
  • Where should they go if they have questions or more feedback?
  • Thank your participants for their time and feedback.
  • Any additional information they need to fill out the survey with good, accurate data

Good Survey Introduction Examples

These survey introductions hit all the right notes. Read on for inspiration and additional tricks on how to write your own!

1. Squamish Off-Road Cycling Association (SORCA)

survey introduction example: SORCA

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16 Amazing customer satisfaction survey templates and examples

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Free CSAT survey examples to measure your CSAT score

  • Customer Satisfaction Surveys
  • Voice of the Customer Surveys
  • Product Surveys
  • Customer Service Evaluation Surveys
  • Employee Experience
  • Employee Experience Surveys
  • Job Satisfaction Surveys
  • Training Evaluation Surveys
  • New Product / Concept Testing Surveys
  • Conference Feedback Surveys
  • Focus Group Recruitment Surveys
  • Hardware Software Surveys
  • Website Surveys
  • Hotel Restaurant Surveys
  • B2B Surveys
  • Retail Surveys
  • Travel Surveys
  • Health Care Surveys
  • Insurance Surveys
  • Social Surveys
  • Psychographic And Demographic Surveys
  • Personal Surveys
  • Training Surveys
  • School Surveys
  • University Surveys
  • Nonprofit Event Surveys
  • Nonprofit organization Surveys
  • Nonprofit volunteer Surveys
  • Health Evaluation Surveys
  • Employee Evaluation Surveys

Customer satisfaction surveys typically consist of questions that focus on various aspects of the customer's experience with the business, such as product quality, customer service, pricing, and convenience. The questions can be open-ended, multiple-choice, or on a Likert scale . The survey aims to understand how customers perceive the business, identify areas for improvement, and gather insights on how to enhance the customer experience.

What is Customer Satisfaction Survey?

A customer satisfaction survey is a survey process to collect customer feedback about their products, services, and overall experience with the company. The survey typically consists of a series of questions that ask customers to rate their satisfaction with various aspects of the company, such as the quality of its products, the level of customer service, the ease of doing business with the company, and so on.

Customer satisfaction surveys can be conducted through various channels, including online, phone, and in-person interviews. The survey results are typically analyzed to create an action plan for improving customer satisfaction and loyalty.

Why need Customer Satisfaction Surveys

Customer satisfaction surveys are a powerful way for businesses to understand how customers feel about their services or products. Here are some benefits of which companies can use customer satisfaction surveys:

Identify areas for improvement: Customer satisfaction surveys can help businesses identify areas where they need to improve their products or services. Companies can pinpoint specific pain points by asking customers about their experiences and working to address them.

Measure customer loyalty: Customer satisfaction surveys can also help businesses measure customer loyalty . Companies can gauge customer loyalty and make improvements if necessary by asking customers how likely they are to recommend the product or service to others.

Monitor customer satisfaction over time: By conducting customer satisfaction surveys at regular intervals, businesses can track changes in customer satisfaction over time. It can help them identify trends and adjust their products or services accordingly.

Improve customer retention: Businesses can increase customer retention rates by addressing customer concerns and improving satisfaction levels. It can lead to repeat business and referrals, ultimately increasing revenue.

Gain a competitive advantage: Customer satisfaction surveys can also help businesses gain a competitive advantage. By understanding what their customers want and need, companies can tailor their products or services to meet those needs, which can help them stand out from their competitors.

Types of Customer Satisfaction Surveys

Companies can use several types of customer satisfaction surveys to measure customer satisfaction. Here are some common types:

Net Promoter Score (NPS) Survey: This survey asks customers to rate the likelihood of recommending the service or product to others on a scale of 0-10.

Customer Satisfaction Score (CSAT) Survey: This type of survey asks customers to rate their satisfaction with the product or service on a scale of 1-5 or 1-10. The CSAT score is defined by taking the average of all the responses.

Customer Effort Score (CES) Survey: This type of survey asks customers to rate the ease of using the product or service on a scale of 1-5 or 1-7. The CES score is calculated by taking the average of all the responses.

Customer Experience (CX) Survey: This type of survey asks customers about their overall experience with the business, including interactions with customer service, the quality of the product or service, and any other relevant factors.

Post-Purchase Survey: This type of survey is sent to customers after they have made a purchase and asks them about their experience with the buying process, including ease of purchase, delivery, and other relevant factors.

In-App Survey: This type of survey is conducted within an application or website and asks customers about their experience using the product or service.

Benefits of Customer Satisfaction Surveys templates

Using customer satisfaction survey templates can offer several benefits to businesses, including:

Consistency: By using a standardized template for customer satisfaction surveys, businesses can ensure that they ask the same questions. It allows for more consistent data and more accessible analysis.

Efficiency: Creating a customer satisfaction survey from scratch can be time-consuming. A template can save businesses time and effort by providing a pre-designed survey.

Accuracy: Customer satisfaction survey templates are often designed by experts in the field. The questions will likely be well-crafted and effective at gathering the information businesses need.

Benchmarking: Using a standardized customer satisfaction survey template can allow businesses to benchmark their performance against industry standards or competitors.

Improved response rates: Customers are more likely to complete a survey if it is easy to understand and takes a short time. A well-designed customer satisfaction survey template can help businesses achieve higher response rates, accurate data, and insights.

Customer satisfaction survey templates can help businesses consistently, efficiently, and accurately gather valuable customer feedback. It can ultimately lead to better customer experiences and improved business performance.

Top 16 Customer satisfaction survey templates and sample questionnaires

Using QuestionPro's customer satisfaction survey templates and survey questions, you can track and measure how satisfied your existing customers are with your business, brand, and customer initiatives. These client satisfaction survey questions help ensure a higher survey completion and response rate by using online surveys for your market research.

Our CSAT questionnaires are designed by experts and you can use them to conduct online customer surveys right away. You can also customize these readymade online customer survey templates to suit your requirements and research focus. Use these online CSAT questionnaires and take strides towards improving your customer experience, customer satisfaction, and customer service initiatives. Start measuring customer satisfaction today with a variety of question types including Net Promoter Score NPS question, open ended questions, Likert scale questions, and a lot more. Analyze reports in real time and make important business decisions today!

Product Satisfaction Survey Template

These sample product satisfaction survey questions are ready to be used in your online surveys. You can also customize them as per your needs.

Customer Satisfaction (CSAT) Survey Template

This customer satisfaction survey example is designed for a complete CSAT evaluation and measurement of your consumer's satisfaction levels with 2o+ unique questions to measure Net Promoter Score, Customer Effort Score, CSAT, customer service satisfaction, etc. Use this sample questionnaire and start increasing customer retention score. Gain interesting insights from customer recommendations for your products and services. You can customize our customer satisfaction survey questionnaire for free based on your needs.

Retail Store Evaluation Survey Template

Retail store survey template to collect customer feedback on various aspects of the store. This sample questionnaire template includes critical store evaluation questions to consumers, such as location, inventory, customer service, merchandise pricing, value for money, and overall customer satisfaction. Use this store feedback template and grow your business with real customer insights.

Customer Service Survey Template

This customer service survey questions template consists of multiple questions that evaluate the level of service that a customer receives while interacting with a brand. The customer service team is one of the essential factors as feedback is to be collected. It is known that it is much more expensive to acquire a customer rather than retain a customer; hence, customer feedback is vital. This survey template was created by industry experts who understand the importance and value of collecting feedback. Conducting a customer service survey provides in-depth feedback about customers and their perception of the brand and maps out areas of the business that need fortifying upon and alternatively also where work is required.

Seminar Purchase Motivation Survey Template

This seminar purchase motivation survey template helps organizers know the intention of registrants. Check what seminars they have attended in the past and if they plan to attend again in the future. Learn why did they buy tickets and how did they hear about the seminar. Collect feedback from attendees and gain insights on how you can improve the seminar content and arrangements further. This sample seminar purchase motivation questionnaire can be customized as per your needs.

Organizational Concern Survey Template

Health Care survey of organizational concern for patient satisfaction.

Service Quality Evaluation Survey Template

These precisely drafted service quality survey questions collect feedback and insights that help in making important business decisions to improve service quality. This sample questionnaire comprises of comprehensive, expert-designed questions targeted to measure service quality and evaluate customer service experience. It includes the executive's expertise in understanding the problem, identifying causes, and resolving concerns on time. According to Customer Thermometer, 96% of consumers say customer service is an important factor to choose a brand. Use this survey template and start evaluating and taking measures to improve service quality based on real customer feedback.

Short Customer Satisfaction (CSAT) Survey Template

The short customer satisfaction (CSAT) survey template offers a short and simplistic but powerful method to measure customer satisfaction. It contains questions in a form of a questionnaire that help measure the level of satisfaction that a customer has with a product or service and the frequency of use along with the referencability of the product or service.

Auto Purchase/ Lease Satisfaction Survey Template

Auto Purchase/ Lease Satisfaction Survey Template provides researchers a set of 25 questions which can be customized to gain insights about a customer’s purchasing experience. The automobile industry thrives on customer satisfaction and each automobile retailer ensures that their customers are content with the offered services. A sample questionnaire such as this one can be used to obtain information about whether the customers had a satisfactory visit or not, the quality of provided test drive, demographic details etc. Purchasing an automobile is one of the basic necessities across the globe. Whether it is a student or a person going to a regular job or even just a parent, an automobile is one of is required to commute between destinations. The Automobile sector is segregated in various classes namely the common passenger vehicles, the transport vehicles and the luxury vehicles. A purchase of an automobile is based on factors such as price, brand value, specifications but most importantly it’s service provided after the purchase. Service is one of the most prominent sectors when it comes to customer experience. It is very vital to know the manufacturer’s dedication towards providing service before purchasing a vehicle. It is something that plays a considerable role in the buying decision as to ease of access to service, tie ups with accessory manufacturers, orientation towards customer service etc. An automobile buyer always does his research thoroughly considering all the factors and as a manufacturer, it is always profitable to give out relevant information and coax a consumer towards a purchase with your brand even before questions are forthcoming.

Net Promoter Score (NPS) Survey Template

Use our free Net Promoter Score survey questions template to know if your customers are likely to refer your company to their friends or colleagues. Classify your customers into promoters, passives and detractors and take actions before you lose them. Collect customer satisfaction data and gain insights into customer experience. The sample NPS questionnaire collects quick feedback and has open-ended questions to enable customers explain the reasons for their rating. They can also share their comments, concerns or suggestions to help you improve your products and services. You can also customize this NPS survey template to suit your needs. It is ready to be used in your customer surveys and help you grow your business.

QuestionPro : Retail Store Evaluation Survey Template

Retail store survey questions to collect customer feedback on various aspects of the store. This sample questionnaire template includes critical store evaluation questions to consumers, such as location, inventory, customer service, merchandise pricing, value for money and overall customer satisfaction. Use this store survey and grow your business with real customer insights.

Business Survey Questions

Business survey questions is a questionnaire to gather information about how satisfied the customer is with your business. This survey aims to identify what challenges are faced by customers while shopping at your business place, online or offline and help you understand what can be improved. Business surveys are very critical for every business. Following are the questions to gather information about customer satisfaction and customer opinions.

Customer Loss Survey

Customer loss survey questions is a questionnaire to understand the reasons why a customer has left your business. This survey template aims to identify the reasons that influenced the customer to leave your business and to uncover the factors, where improvement can be done to reduce customer churn. Such a survey can enable businesses to understand common characteristics and sentiments of this population and hence try to improve certain areas which can help them win those customers back. Following are the questions to gather information about the factors that influence a customer to leave.

User Satisfaction Survey

User satisfaction survey questions is a questionnaire to understand how satisfied a customer is with the product/service they are using. This survey aims to identify the perceptions of the users with regards to their experience while using the product/service. Such a survey can enable businesses to understand views of the users about their product/service and hence try to improve certain areas which can help them to keep these customers loyal and may be even promote it. User satisfaction is as an important attribute that is extracted from a product or service after its usage. Nowadays the competition in the market for all kinds of businesses is increasing and hence, all businesses have to keep up with the competition to keep their users satisfied. According to the local consumer survey, 92% of the users trust recommendations made by a family or friend. 93% of the respondents stated they turn to online reviews to decide if the product/service is good. Word of mouth is considered to be a key influencer by 74% of this audience. Such recommendations or reviews are achieved only if the user is satisfied with the product/service. It is said that experience is going to be the key differentiator by 2020, not the price or the product but how satisfied a customer is going to be with the experience provided. Hence a user satisfaction sample survey template can be helpful for businesses to stay ahead in the game and build those loyal customer and may be even brand ambassadors. Following are the questions to gather perceptions of the user about the product/service and their level of satisfaction.

Coronavirus B2C Pulse Survey Template

Use this free B2C pulse survey template to understand the impacts of the COVID -19 crisis on your customers. Identify how the expectations and behavior of your customers have changed over the past few weeks. Collect data and gain insights into customer choices and preferences. Analyze their buying patterns and formulate a sales and marketing strategy to better connect with them. Identify risks and keep uncertainty at bay with a detailed analysis of survey results. This sample B2C survey template is ready-to-use and can help you gather primary data for your Coronavirus related market research. Customize the free questionnaire to meet your specific needs.

B2B pulse survey template for the coronavirus pandemic

This B2B customer pulse survey template consists of questions your business-to-business brand can use to engage with your customers in the time of this pandemic. While the global economy has been affected by coronavirus, use this sample questionnaire to understand how the global slowdown has impacted your consumers and customers. Learn how your products or services are used at this time. Uncover engagement challenges for your brand and make tweaks to better service and retain customers. Keeping customers loyal during this time is imperative, and this pulse survey can help you unlock insights about your B2B customers. Make instant and positive changes to reduce your customer churn rate and ensure a higher satisfaction level with your brand. Reduce the impact that COVID-19 has had on your customers with higher customer satisfaction.

Most popular customer satisfaction survey templates for 2023

1. short customer satisfaction survey template.

How often do your customers use your products or services? Are they likely to be repeat customers? With only four key questions, this simplified yet precise survey covers the most critical customer satisfaction metrics, from the frequency of a customer’s engagement with a product/service to their satisfaction with usability, their likelihood of re-purchase or continued use, and most importantly — their likelihood of recommending your product to others.

2. Product Satisfaction Survey Template

Find out how your customers really feel about your products, beyond the online reviews and conversion rate. Is there a specific feature that your customers collectively expect more from? What are the correlations between your product features and customer satisfaction? Our top 11 customer satisfaction survey questions for products evaluate everything from the customer service experience to product use satisfaction, process evaluation, etc. Get actionable feedback about how your customers actually use your products, their experience during the customer journey with your business, and more.

3. Product Evaluation Template :

Dig deeper into a 360 evaluation of your product with a complete product evaluation survey. From collecting actionable insights on company feedback, customer service, ratings, your products, and your customer’s intent of returning, these customer survey questions focus on measuring your customer’s levels of satisfaction throughout their entire purchase journey. Determine if there are any common deterrents, pre- or post-sales, that prevent customers from completing their purchase.

4. Motivation and Buying Experience

Understanding your customers’ motivations is integral to driving conversions and accelerating sales. Created by industry experts, these customer service survey questions focus on the “what” that drives your customers to complete purchases. Get in-depth answers about your strengths and weaknesses in regard to your product development, sales, support, and entire eco-system of sales and post-sales customer satisfaction.

5. Retail Store Evaluation Survey Template

Your customers are key to your retail growth, whether you’re selling online or offline. Collect customer feedback on various aspects of your retail store with our sample customer survey questions. This sample questionnaire template includes critical store evaluation questions such as location, inventory, customer service, merchandise pricing, value for money, and overall customer satisfaction. This template asks consumers 12 key questions using a single matrix survey question.

QuestionPro creates a seamless survey experience for businesses and customers alike. Understanding exactly what your customers think is vital to improving your products, services, brand image, and for standing out in a competitive industry. Sign up for free and get access to templates, questionnaires, and actionable insights.

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Customer Satisfaction

  • Measuring Customer Satisfaction

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How to measure customer satisfaction: 4 key metrics.

22 min read Customer satisfaction is about more than just minimizing complaints. Here’s an introduction to the subject, along with 4 key customer satisfaction measurements that are critical to your business success.

Customer satisfaction is a common method used to determine how well you meet – or exceed – customer expectations . It is used as a key performance indicator of customer service and product quality.

Customer satisfaction may be best understood in terms of customer experience. Customer experience (or CX) is the total sum of a customer’s perceptions , interactions, and thoughts about your business.

Customer satisfaction is a composite of many different aspects, and it is likely to change over time. Here’s a model of the various facets that contribute to customer satisfaction (or not):

measure customer experience

Get started with our free CSAT survey template

Why should you measure customer satisfaction?

Customers who develop attitudinal brand loyalty – that is, they have a positive emotional connection to a brand – have been shown to be less price sensitive than their less-loyal counterparts. They’re also more likely to convert when they buy from you. Highly satisfied customers are also likely to tell friends and family about their experiences and to promote your brand.

According to Mckinsey, you can see the impact when you improve customer satisfaction below:

The cost of serving customers decreases, while revenue increases when customer satisfaction improves.

Customer centricity pays off, as meeting – or better yet exceeding – customer’ expectations makes you more competitive. You’ll be more likely to keep your customers, and prevent them from going to a competitor. Merkle found that 66% of consumers care more about their experience than the costs when making a brand decision . But in times of economic uncertainty, if the experience isn’t worth the cost, they’ll go elsewhere. The Word of Mouth Marketing Association (WOMMA) estimates that good experience reviews spread by word of mouth recommendations account for 13% of consumer sales and represent $6 trillion in yearly consumer spending . It’s clear there are tangible benefits to improving customer satisfaction.

These are good reasons to aim for a level of customer experience and customer satisfaction that exceeds rather than simply meets customers’ expectations. But accurately knowing that you provide great customer service can be difficult without measuring customer satisfaction.

So how do we start effectively measuring customer satisfaction?

4 key customer satisfaction metrics to track

Here are 4 key customer satisfaction measurements that are critical to your business success. They take into account the different dimensions of customer satisfaction, such as affective (emotional) and cognitive (rationally judged) reactions to a product or service and behavioral intentions (such as likelihood to recommend or repurchase) as well as taking overall scores of satisfaction as judged by the respondents.

1. Overall Satisfaction Measure (Attitudinal)

This question reflects the overall opinion of a consumer’s satisfaction experience with a product he or she has used.

The single greatest predictors of customer satisfaction are the customer experiences that result in attributions of quality.

Perceived quality is often measured in one of three contexts:

  • Overall quality
  • Perceived reliability
  • Extent of customer’s needs fulfilled

It is commonly believed that dissatisfaction is synonymous with purchase regret while satisfaction is linked to positive ideas such as “it was a good choice” or “I am glad that I bought it.”

By using the perception of quality and product satisfaction as a guide, we can better measure customer satisfaction as a whole.

2. Customer Loyalty Measurement (Affective, Behavioural)

This single-question measure is the core NPS (Net Promoter Score) measure.

Customer loyalty reflects the likelihood of repurchasing products and services. Customer satisfaction is a major predictor of repurchase but is strongly influenced by explicit performance evaluations of product performance, quality, and value.

Loyalty is often measured as a combination of measures including overall satisfaction, the likelihood of repurchase , and the likelihood of recommending the brand to a friend (as measured by Net Promoter Score).

A common measure of loyalty might be the sum of scores for the following three questions:

  • Overall, how satisfied are you with [brand]?
  • How likely are you to continue to choose/repurchase [brand]?
  • How likely are you to recommend [brand] to a friend or family member?

Understanding customer loyalty in this form of metric helps you to measure customer satisfaction from the angle of future behavior. It can be helpful not only for understanding customer satisfaction now but also for developing future purchase predictions.

3. A series of Attribute Satisfaction Measurements (Affective and Cognitive)

Example question: How satisfied are you with the “taste” of your entre at La Jolla Grove?

Example question: How important is “taste” in your decision to select La Jolla Grove restaurant?

Affect (liking/disliking) is best measured in the context of product attributes or benefits. Customer satisfaction is influenced by the perceived quality of product and service attributes and is moderated by expectations of the product or service. The researcher must define and develop measures for each attribute that is important for customer satisfaction.

Consumer attitudes toward a product developed as a result of product information or any experience with the product, whether perceived or real.

Again, it may be meaningful to measure attitudes towards a product or service that a consumer has never used, but it is not meaningful to measure customer satisfaction when a product or service has not been used.

Cognition refers to judgment: the product was useful (or not useful); fit the situation (or did not fit); exceeded the requirements of the problem/situation (or did not exceed), or was an important part of the product experience (or was unimportant).

Judgments are often specific to the intended use application and use occasion for which the product is purchased, regardless of whether that use is correct or incorrect.

Affect and satisfaction are closely related concepts. The distinction is that satisfaction is “post-experience” and represents the emotional effect produced by the product’s quality or value.

Using this metric to measure customer satisfaction helps you to narrow down the causes of customer satisfaction levels. Unhappy customers may have a particular emotive response to products and services, rather than quality being the issue, for example.

4. Intentions to Repurchase Measurements (Behavioural Measures)

When wording questions about future or hypothetical behavior, consumers often indicate that “purchasing this product would be a good choice” or “I would be glad to purchase this product.” Behavioral measures also reflect the consumer’s past experience with customer service representatives.

Customer satisfaction can influence other post-purchase/post-experience actions like communicating to others through word of mouth and social networks.

Additional post-experience actions might reflect heightened levels of product involvement that in turn result in an increased search for the product or information, reduced trial of alternative products, and even changes in preferences for shopping locations and choice behavior.

How to use these metrics to develop customers satisfaction KPIs

Measuring customer satisfaction to gather your customer feedback , illuminate the risk of customer churn , and discern loyal customers is useful, particularly over time.

However, it is better to measure customer satisfaction with particular goals in mind. By having scores you’re aiming to meet, whether that is an internal or industry benchmark, you’re able to track your progress over time and react to how you’re doing. If your actions aren’t improving your CSAT score, you might need to re-evaluate where you’re going wrong.

So how do you set a realistic goal for your customer satisfaction score that can act as your KPI?

Improve on your past customer satisfaction score

The most obvious answer is to consistently be improving customer satisfaction feedback. Taking an initial score as a benchmark and taking stock at regular intervals will help to not only measure customer satisfaction over time but to constantly improve your service. Your score might refer to one part of the customer journey – for example, ordering a new car, or picking it up. Try to figure out what is causing the scores you’re receiving – speak to customers, product teams, frontline staff – all of them have useful insights to help you improve. Of course, customer satisfaction will continue to change and evolve and you should treat it as such.

Just because your score is high doesn’t mean it will stay that way – constantly look to improve customer satisfaction! Customer expectations will flux and evolve, and your efforts to create happy customers will need to follow suit.

Take a look at the competition

Your competition will almost certainly be measuring customer satisfaction. Understanding – to whatever extent you can – where you stand in comparison to your competitors will help you to set yourself customer satisfaction goals for the future. They are likely seeing the importance of customer satisfaction – so don’t get left behind.

Judge by industry benchmarks

Your industry will almost certainly have customer satisfaction benchmarks that will provide you with a solid guideline for measuring customer satisfaction. If you’re not meeting your industry’s baseline, then it’s likely that your customer experience is falling short of the expectations of your consumer base.

How to measure customer satisfaction for increased performance

You understand each customer satisfaction metric you need to score – but how do you actively gather your data on the customer experience? What are the best practices for gathering customer satisfaction information, and once you have it, what do you do with it?

Here are ways of measuring customer satisfaction for more happy customers and business growth, as well as recommendations for best practice:

Use agile customer satisfaction surveys to gauge success and take action

Gathering customer satisfaction data and developing KPIs is an important process, but measuring customer satisfaction is often seen as a rote exercise to complete.

A customer satisfaction survey is a useful tool in a brand’s arsenal for gauging success, but it is often seen as a “must-do” action rather than a useful tool. Instead, to prioritize customer success, brands need to develop an agile, adaptable approach to customer surveys.

Developing a system of delivering customer surveys that is agile and well-targeted will help you to not only take the pulse of customer sentiment , but it will also help to create targeted actionable insights on an ongoing basis.

A quarterly or an annual measurement will only provide you with a snapshot of customer success. It won’t help you to measure the reaction to a new launch, or the integration of a new system. It also won’t help you to narrow down whether overall customer sentiment has changed, or whether specific actions you’re taking have had an effect.

Collecting customer feedback in an ongoing approach will help you to see the micro-trends of customer satisfaction. You can quickly adjust your customer journey to help new customers experience the best of your brand, rather than take delayed action.

Always be listening to your customers, no matter where they are

Your customer satisfaction scores aren’t everything. Though they’re very useful, improving customer satisfaction is about understanding the underlying reasons why loyal customers and satisfied customers feel the way they do – as well as finding out what would make dissatisfied customers stay.

For example, using natural language understanding (NLU) and conversational analytics to gauge how customers are feeling in real time as they speak to you or about you allows you to see the reasons behind the scores. Is it that your customer support efforts are lacking, causing feelings of frustration? Have you provided a particularly exceptional customer experience that left customers feeling elated?

live chat customer sentiment

Understanding this type of customer feedback gives you more detail and background information than metrics or customer surveys can. It gives you insight into how customers feel, and that is vital when looking to increase customer satisfaction. Positive customer emotions can lead to a high customer satisfaction score and repeat customers, while failing to make customers happy can drive down customer satisfaction scores.

Taking action to improve customer satisfaction

As outlined previously in this article, there are four key metrics that you should use to help you improve customer satisfaction.

However, simply gathering this customer satisfaction data isn’t enough to help your business thrive. Narrowing down the key triggers for unhappy customers and taking action to improve customer satisfaction is the most vital part of the process.

Whether it’s poor customer service or customer frustration at a particular ordering process, finding the core causes of customer dissatisfaction – and conversely, what makes customers happy – is the right approach. Ideally, you’re completing these actions in real-time, using conversation analytics and other tools to resolve issues in the moment.

The customer satisfaction process will constantly need improvement to meet new demands and to avoid stagnation in a highly competitive market.

For example, this diagram shows a potential customer satisfaction process improvement cycle:

Here, customer follow-ups and customer satisfaction surveys are a fundamental part of the development of customer experience. At each stage of the customer interaction, gathering customer data and formulating a response is a given part of the process – meaning your customers’ satisfaction is never left to chance.

Your internal process should include a number of stages that will form an understanding of  customer sentiment and take appropriate action :

1. Customer satisfaction data gathering

Listen to what your customers are saying on a rolling basis. This data can be gathered effectively through customer satisfaction surveys , but it can be bolstered by social listening and unsolicited customer feedback (customer lifetime value, etc). Conversational analytics can be used to analyze customer emotion, sentiment and intent in real time, no matter where the conversations are being had or with whom.

customer feedback analytics

Often, a customer satisfaction survey will return insights at the extremes, such as highly negative feedback and a very positive review. Customer interactions at particular points in the customer service journey (such as customer service conversations) may also generate more extreme results. Gathering further data, particularly in real time, and collating it all within one platform can help you to tease out the truth of customer satisfaction.

2. Understanding customer journey touchpoints and their effect

Knowing the particular journey your customer has experienced is important for determining touchpoint value. This is again why ongoing customer satisfaction surveys or conversational analytics can be more effective than taking a static, scheduled approach. When you track customer satisfaction across the customer journey, you’re able to take the best action, rather than applying the same approach to the pre, during and post-checkout experiences.

Once you understand how customer satisfaction is tied to particular touchpoints , you can prioritize action more effectively. Fixing issues in the moment – such as increasing customer support efforts when emotions are volatile – can go a long way to get more positive reviews and achieve customer satisfaction.

 3. Narrowing down the drivers of customers satisfaction

It’s not enough to know how your customer base feelsl – discovering the drivers of their satisfaction is key for progress. There are many deciding factors behind customer satisfaction, and they’re likely to differ between customers. Determining which drivers affect each audience segment helps you to better meet their needs and expectations.

For example, a key driver could be communication. How long has it taken for a customer to get a response? How quickly was their query resolved? Did you provide status updates throughout, and were they given on the channel they’d prefer? Customers might expect that you’ll acknowledge and resolve issues quickly – but if you’re only getting back to them a week after they reach out and they’re constantly asking you for updates, you’ll get negative customer feedback from dissatisfied customers.

4. Empowering your employees to take action

Brands need to evolve their internal processes to help drive customer satisfaction, but they also need to empower their employees to take action. Employee coaching can also help to create customer experiences that are not only satisfactory, but memorable.

Creating a culture of action – where issues are identified and closing the loop is consistently achieved – will help your employees to be proactive in their approach to making customer satisfaction important. Enable your entire company, from frontline employees to sales team to marketing and more, to see relevant insights that will improve your overall customer satisfaction.

For example, it’s no good if your customer service team is the only one seeing a disconnect between what you promise your company’s products can do and how they actually perform. Your marketing team, sales team and product teams should know if repeat issues are being flagged in customer feedback, word of mouth reviews or social media posts. Use the right tools to not only track customer satisfaction, but share key insights as well.

5. Automating your actions

Another way to ensure your employees are able to take quick, effective action is to automate the process. Rather than relying on human effort to ensure that tickets, alerts, and follow-up actions are scheduled, use technology to improve customer satisfaction at scale.

You can deliver actionable insights to the right teams at the right time automatically – meaning you’re never missing a step when it comes to addressing customer dissatisfaction. By uncovering and taking actions for problems on a micro level, your team has the time to tackle wider strategic and macro issues more effectively.

Why you should use customer satisfaction measurement tools

Learning how to measure customer satisfaction is only part of the wider customer experience picture. Customer satisfaction is complex and ever-changing, and as a result, it’s important to take frequent measurements across a range of metrics in order to get the most accurate picture possible.

The wider measurement picture

Your customer satisfaction score should always be considered among a broader picture of data, including customer effort score, Net Promoter Score (NPS), conversational analytics and more. This will help you to understand customer sentiment and customer loyalty in relation to the service you’re providing.

As mentioned, there are more ways of measuring customer satisfaction than a customer satisfaction survey. Social media monitoring, focus groups, customer retention data, and more can help you to establish why existing customers stay and why new customers might not develop their customer relationship with you.

But how do you keep track of all those customer satisfaction metrics, and how do you analyze them relative to one another to one-another and gather actionable insights?

Measure customer satisfaction with Qualtrics

As mentioned, we recommend taking an ongoing approach to customer satisfaction along with other metrics as part of a broader customer experience program .

Increase satisfaction, boost loyalty and lower customer churn by listening to what customers are saying to or about you, all the time. Using Qualtrics XM™ allows you to listen 24/7, schedule surveys, automate tickets, send actionable insights and more to ensure you’re tracking satisfaction at every part of the journey, and improving broken experiences in real-time. Use our customer service support products like XM Discover to understand how customers feel in real-time to enhance your customer satisfaction efforts.

By measuring and analyzing your customer satisfaction metrics within a single platform, you’ll not only benefit from powerful analytic tools and easy-to-interpret results, but you’ll also be able to integrate your findings with other elements of your customer experience data. But most importantly, you’ll be able to take action on your insights across the organization far more easily, resulting in more satisfied customers.

Start measuring customer satisfaction today with our free CSAT survey template

Related resources

What is csat 9 min read, customer delight 18 min read, improving customer satisfaction 11 min read, customer satisfaction 16 min read, customer satisfaction (csat) surveys 21 min read, customer lifecycle management 19 min read.

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    2. Choose the right survey questions. Another key to obtaining the feedback you're looking for is picking the right survey questions. For this step, take your time and make thoughtful decisions because the type of questions you include will play a major role in the quality of feedback you receive.

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    Size: 816 x 1056px Plan: free Create Share survey results, and more data by customizing this fact-driven Customer Satisfaction Survey Summary Report Template. Update the template to reflect your results by finding the right chart that fits and make the information pop with color and bolded text.

  10. Customer Satisfaction Surveys: Questions & Examples

    NPS surveys ask customers how likely they are to recommend a brand or product to their friends or colleagues, on a scale from 0 to 10. As a result, you're able to group customers as: Promoters (scores 9 - 10) Passives (scores 7 - 8) Detractors (scores 0 - 6) The objective of NPS scores is to assess customer loyalty and overall satisfaction.

  11. 10 Customer Satisfaction Survey Examples From Successful ...

    Miro's always-on customer satisfaction survey is a brilliant example of this. It is designed to blend in with the UI and is more passive in nature. So, instead of occupying the screen and interrupting the user, Miro seamlessly embeds the CSAT survey into the customer experience and allows the user to decide when to fill it in.

  12. 50+ popular customer satisfaction survey questions (+ templates)

    Customer satisfaction survey examples Turn survey responses into action What are customer satisfaction surveys? A customer satisfaction survey is a list of questions used to measure what consumers think about a business and its products or services.

  13. How to Create A Customer Feedback Report That Drives Action

    1. Set goals and expectations Companies can analyze customer feedback with different goals in mind and create individual reports for each team: Measure customer satisfaction (customer support team and stakeholders) Understand user experience (product development team) Evaluate customer service performance (customer support team)

  14. Customer Satisfaction Surveys: Examples, Templates & Tips

    Templates and Examples of Customer Satisfaction Questions. 1. Ask one-part questions for clearer results. " [Avoid] asking two-part questions with only one response option. "This question-writing mistake is as simple as it sounds. Take the following as an example:

  15. CSAT Survey Analysis: How to Analyze Customer Satisfaction Survey Data

    For example, if 260 people out of the 320 are satisfied with your product, the CSAT score for the above-shared example would be: CSAT score = (260/320) x 100 = 81.25% This is a great CSAT score. Generally, anything above 80% is considered an indicator of success. 4 Best Practices To Increase the Response Rate 1. Send surveys at the right time

  16. Customer Satisfaction Survey: 100+ Sample Questions & Guide

    Respondents use a scale from 1 to 10. These satisfaction post chat survey responses generate a score ranging from -100 (minus hundred) to 100 (a hundred). Based on the score, you can group your customers into three categories: Promoters: Those are the customers who gave you a rating of 9 or 10. They are happy and loyal.

  17. 20 Customer Satisfaction Survey Examples & Templates to Use

    Customer Satisfaction Survey Templates. When it comes to customer success and satisfaction, 3 main customer experience surveys are commonly used. Net Promoter Score (NPS) Survey - Measures customer loyalty to your brand. Customer Effort Score (CES) Survey - Measures how easy it is for customers to complete an action or use your business.

  18. 23 Excellent Customer Satisfaction Survey Examples [+ Templates]

    2. Gauging customer loyalty: Such surveys give customers a chance to share feedback that yields their propensity to be adenine loyal customer. Companies can used this informations on better reset customers. 3. Identifying customer trends: Surveys enable companies to identify trends in customer satisfaction across time.

  19. Customer Satisfaction Surveys

    CX How to Create the Most Comprehensive Report from Your Customer Satisfaction Survey by: brianlastovich 9 min read To create long-term, positive relationships with your customers, you need to understand how and why they act the way they do. The best way to learn how and why customers do and don't do certain things? Ask them!

  20. Customer Satisfaction Examples: 7 Groundbreaking surveys

    Deliver the best with our CX management software.WorkforceEmpower your work leaders, make informed decisions and drive employee engagement. Customer satisfaction examples highlight the importance of customer-centricity in today's corporate world. If you are running a business, it is essential to prioritize customer satisfaction.

  21. 24 powerful customer satisfaction survey questions (+ templates)

    For example, "How would you rate the customer service you received on a scale of 1 to 5, with 5 being the best?" is a simple question that can be easily answered. Aim to make questions specific Vague questions won't give you the specific data you need to improve your customer's experience.

  22. How to Write a Survey Introduction [+Examples]

    Some examples may include: We're looking for feedback on our new product line for men. Tell us about your recent customer service experience. We're revamping our spring menu! What do you want for dinner? Secondly, follow up with any logistical information they need to know about the survey. How many questions is it? When does the survey end?

  23. 16 Free customer satisfaction survey templates

    Free CSAT survey examples to measure your CSAT score Voice of the Customer Surveys Focus Group Recruitment Surveys Psychographic And Demographic Surveys What is Customer Satisfaction Survey? A customer satisfaction survey is a survey process to collect customer feedback about their products, services, and overall experience with the company.

  24. Improve customer satisfaction with surveys

    From convenience to professionalism, customer surveys let you effectively gather valuable customer feedback to help you build a stronger business strategy. Here are a few ways to start: Tap into your potential markets with consumer surveys. Learn from the voice of customer. Understand the experience within customer touchpoints.

  25. How to Measure Customer Satisfaction: 4 Key Metrics

    1. Customer satisfaction data gathering. Listen to what your customers are saying on a rolling basis. This data can be gathered effectively through customer satisfaction surveys, but it can be bolstered by social listening and unsolicited customer feedback (customer lifetime value, etc). Conversational analytics can be used to analyze customer ...