6 Satisfaction Surveys Every Company Should Send

satisfaction surveys for companies

When you think about customer satisfaction, the first question that comes to mind is probably a broad one: How happy are your customers? It’s important to measure overall customer happiness, but customer satisfaction surveys can do much more than that when they’re tied to specific goals.

Customer loyalty is a big goal for most companies. We know customer acquisition is expensive, and new customers are far less reliable than existing customers. Since customer satisfaction is a prerequisite for customer loyalty, the way you measure and understand it can truly impact your bottom line.

Consider these statistics on customer loyalty and churn:

  • Two thirds of customers who leave a company do so because of the treatment they received. (Kissmetrics)
  • 61% of customers take their business to a competitor when they leave. (Kissmetrics)
  • Existing customers spend 67% more with a business than new customers. (Selfstartr)
  • The average repeat retail customer spends 67% more in months 31-36 of her shopping relationship than in months 0-6. (Bain & Company)

It’s clear that customer satisfaction should be a top priority. But where do you start? First, you identify the key drivers of customer satisfaction (and dissatisfaction) in your business. Specialized customer satisfaction surveys reveal customer preferences, top reasons for churn, and opportunities to improve processes company-wide.

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We changed the way we run CSAT surveys. Here’s what happened.

Changing the way we run CSAT surveys

Customer satisfaction surveys are simple at first glance. They ask the taker to rate a specific experience with a company on a clear scale. Pretty hard to mess up, right? Since they’re so easy to create and send, people tend to think so. But when we—a survey company—started sending our first CSAT surveys and evaluating the results, we quickly realized our method was flawed.

This was a big problem. We needed to find a reliable formula for measuring customer satisfaction if we were going to help other companies do it. So we set off to develop one.

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How to Measure Customer Satisfaction with CSAT

measure customer satisfaction with CSAT

Visibility into customer experiences, good and bad, is invaluable. After all, customer happiness ultimately leads to a brand’s success. The only way to really know what customers are thinking is to ask. This is where customer satisfaction (CSAT) surveys help.

Businesses gather customer satisfaction data for many reasons. Customer feedback can guide sales pitches, product development, customer service practices, and more. And businesses see countless other benefits from surveying customers:

  • Insight into customer expectations
  • Customer opinions on where the business is succeeding or failing
  • Tips on improving products or solutions
  • Competitive analysis from the customer perspective
  • Customer happiness insights
  • Customer retention data (for example, if they’ll buy again)
  • Reasons for customer churn
  • Opportunities to increase customer lifetime value

While the importance of customer satisfaction surveys is clear, many businesses aren’t using them correctly. This article will cover how to measure customer satisfaction effectively with one of the most telling customer experience metrics: the CSAT score.

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