2020 has completely upturned the way the world works. Customer behavior profiles have changed seemingly overnight, and consumer behavior has made a drastic turnaround. One of the key things businesses need to do at this time is show more than a business approach, but rather, project humanity and connection with their customers.
That’s why it’s critical for enterprises to check-in with their customers and understand how they are feeling. Companies that showed their willingness to go above and beyond, innovate in keeping with the needs of the hour, and show that they wanted to be there for their customers were the ones that thrived this year. With the rising tide of political awareness, those companies which were more vocal and in line with their consumers key beliefs saw a surge in support.
However, in order to understand what your customers want, how satisfied they are, and what more you could be doing, you can begin by asking the right customer satisfaction survey questions. The best people to inform you of consumer wants are your consumers, after all!
The customer satisfaction (CSAT) score is one of the chief parameters that gives you a good idea about company growth. It can tell you just how happy your customers are with your brand, give you insights about what needs to be improved, and guide you into the measures that need to be taken.
2020 showed us that brands that were vocal, active, and customer-focused were the ones that thrived. It became the year of going digital, and showed us the importance of customer experience.
Despite the changing global scenario, 2021 is gearing up to take this newfound hyper-focus on customer experience a step ahead. Customer satisfaction is going to play a critical role in the growth of enterprises. So if you want to truly understand what your customers are saying, here are the top survey questions you need to be asking!
1. How satisfied are you with our products/services/experience?
If you want to address satisfaction, you need to ask the question directly. It gives you a quick overview of what your customers are saying.
The answer can be a scale from 1 to 7 with 1 being very dissatisfied and 7 very satisfied. The direct question makes it easiest for customers to immediately rate your products/services and move on without being encumbered by survey fatigue that is often caused because of answering multiple or even long surveys. The more effortless he process is, the better it will be.
This question is usually asked at several touchpoints to get a more granular overview of the satisfaction it elicits. It is a quick way to know the effectiveness of your experience strategy at that point.
2. How would you describe our product/service/experience?
This is an open-ended question that enables customers to tell you exactly what they feel. It goes beyond the rating to give you added insights into what your product truly delivers, and highlights your key advantages or disadvantages.
Since this requires comparatively more effort, this survey question is used less frequently. In fact, the rating scale is usually the preferred option. Moreover, open-ended questions are also more complex to dissect. So if you do use this, it’s essential to have a powerful semantic analytics or natural language processing tool to help you get into the granular details.
Doing so will give you a vault of information about just what needs to be improved, your key advantages, and what you’re doing right.
3. How likely are you to recommend our products to your friends/colleagues/family?
The Net Promoter Score (NPS) is one of the key metric questions that every business uses. It gives a good idea about a customer’s perception of your brand by simply asking them if they would be willing to refer the brand to others. Their answer is then rated on a 1 to 10 scale which is used to assess their degree of agreement and in turn classify them as promoters, passives, or detractors.
This is a great indicator about the efforts you need to take in order to understand your overall standing and thereby gives you insights about the urgency of changing your customer experience. To glean even more information, you can always follow up the NPS question with an open-ended question. This allows your customers to tell you exactly how they feel. By voicing their opinion, your customers feel heard while also giving you critical insights into perhaps what might be the experience gap they encounter or what fuels their satisfaction with the customer journey!
Since this question asks if a customer is willing to recommend your brand to someone else, it requires that customers primarily have enough experience with your brand. That’s why this question is asked at regular intervals after a customer has shown interest and continued interactions with your business. Owing to its lack of frequency, the NPS question is usually paired with the CSAT survey metrics to truly understand the big picture.
4. Overall, how easy was it to solve your problem/query/concern?
Lack of customer satisfaction is one of the key reasons for customers to leave a company. In fact, it’s safe to say that any process that causes frustration or requires more effort than is necessary is likely to increase your churn rate.
So when it comes to understanding this, the Customer Effort Score (CES) is one of the easiest ways to measure the ease of process. It immediately points out problem-points in your customer journey by giving dissatisfied customers an outlet, while also enabling all customers to leave a quick round of feedback.
The question itself is framed simply and followed by a rating scale. It is often presented at key points of the customer journey, especially ones which could require effort or influence conversion. Whether it is at the end of a customer service interaction, scheduled after an interaction with a chatbot, or even an email complaint – this is critical if you’re looking to understand the seamlessness of your process.
5. How likely are you to purchase from us again?
A different take on the NPS metric, this question indirectly asks a customer about their interaction. It can often be used following the completion of one purchase or interaction, and is also often used in restaurants to gauge the overall impact of a customer’s experience.
If you’d like to know more, however, you can always pair the question with a deep-dive into the different elements of the customer journey to identify pain points and understand your strengths. SoGoSurvey offers a unique Key Driver Analysis, the key question of which can be paired with either the NPS, CSAT, or CES survey.
This helps businesses identify their key strengths and weaknesses to evaluate which change would have the optimum impact on customer satisfaction and loyalty.
6. How would you describe our products/services?
While a rating scale is easiest to quantify, an open-ended question is the doorway to qualitative insights – and when you’re running a business, this is essential to understanding just what needs to change.
By asking your customers to give you adjectives that describe your product, you will be able to assess how they view your brand as a whole. However, these will then need to e quantified into positive or negative responses, enabling you to truly understand your customers’ perception. SoGoSurvey creates a word-cloud of the adjectives, with the size of the word directly corresponding with its frequency in responses. This gives you an immediate idea of which are the most used adjectives and therefore how your brand and products are commonly viewed!
7. Which three features do you like most about our products?
Unlike the rest of the question suggestions, this is a leading-question. It immediately assumes your product was liked and asks the customers to answer why.
In most cases, a leading question can be a terrible option. However, you can use this question only at specific times and sparingly to get a more cross-sectional perspective of what you’re doing right.
An open-ended question like this can yield insights you hadn’t noticed otherwise, and as a consequence may even realize that the key strength of your business or product isn’t what you think it is! As is the rule with open-ended questions, be prepared to be surprised.
8. Do you have any other feedback for us?
The most critical open-ended question you need to be asking if you aren’t already – what else would your customers like to say? When it comes to the usual CX metrics, customers don’t always have the opportunity to be entirely transparent about what they are feeling.
When the question is in the form of a rating scale, there is no leeway for customers to tell you more. That’s why this is an open-ended question that needs to be included in just about every survey you give out. However, be sure to not make it mandatory. A survey question a customer has to answer – even if they don’t have anything to say – can easily result in abandonment and frustration. While a terrible survey won’t immediately make a customer a detractor, it can add to negative experiences.
However, by giving customers an open-platform to voice their thoughts, freely give feedback, and speak their mind is a great way to get genuine suggestions that could not only improve your venture, but also help you understand their needs, wants, and buying-decision makers.
When it comes to customer surveys, businesses have a tricky path to walk. Data has become the king of the modern age, but too many surveys feed in to customer frustration.
Today, understanding the customer requires a strong balance between observing actions paired with thoughtfully-devised surveys that ask the right questions. This will be absolutely critical in 2021as the world attempts to return to the pre-pandemic version of normalcy. This will also be the year businesses will have to understand which aspects of customer behavior have seen a permanent shift, versus those that haven’t. For example, the shift to the digital world – catalyzed by the pandemic – is largely viewed to be permanent, whereas many other behaviors such as take-out dining will see a return to the usual.
To understand these behaviors and develop the customer personas for the changing world, it’s essential to ask customers subtle yet more effective questions to get the answers you need without taking away from an experience.