Video:How to Make a Customer Satisfaction Survey

Transcript:How to Make a Customer Satisfaction Survey

One of the best ways to know what's working and what's not in your business is to ask how your customers feel about how they are being treated. Getting their feedback not only helps you know where changes could be made, but it also sends the message to your customers that you care. Before you send anything out, you will want to be sure that your customer satisfaction survey covers all the areas that impact your business.

Research Competitiors to Create a Customer Satisfaction Survey

Research what other companies in your industry have done by looking online or in their places of business. You can even purchase survey templates that have been designed with the most appropriate questions in mind. It is also important to ask those within your business who work directly with customers about what should be included that they know customers would want to provide their opinions about. This way, the questions could pertain to products, prices, ambiance and, of course, customer service.

Use a Rating Scale in a Customer Satisfaction Survey

It's best to use a rating scale as customers are most familiar with assigning a number to what they think, usually one to five or 10 with highest number being best. You will also want to limit the number of questions asked to less than 20. The survey should take them from 5-10 minutes tops to fill out. Otherwise, there’s a good chance you'll lose them before they finish and submit it. Be sure to leave space for them to also provide a further explanation or comment.

Consider How to Distribute Your Customer Satisfaction Survey

Once you have the type of questions you want to ask, then you have to plan how you will give it to your customers to take. Often, if it is a restaurant or retail environment, a satisfaction survey is provided as a hard copy where customers can fill it out and leave it with their bill or put it in a box by the cash register or front door. However, surveys are also now going high-tech with many online services or software so that customers can take the survey electronically from a website or their smartphone.

Tips For Using an Online Customer Satisfaction Survey

If you go the electronic route, be sure to make it obvious that you would like them to take a survey. As they finish up a meal or a purchase, hand them a card or print the survey information somewhere conspicuous like a receipt. If you need help, there are plenty of online resources where you can get help designing and emailing your survey or establishing an online place where customers can take the survey. These sites also provide you with tips, survey question samples, and formats for designing the most attractive type of satisfaction surveys so you can get the best responses from your customers.

Include Incentives With a Customer Satisfaction Survey

Be sure to also include some type of incentive so customers will be more inclined to respond. This might include a drawing for some type of prize, a discount off their next purchase, or something like a free appetizer or dessert, for a restaurant. These little extras also send the message about how important and appreciated their feedback is to you.

I'm Jonathon Stewart, with About.com.