A satisfaction survey is one of the best ways to understand customer needs and find out if your company is delivering what they need. If you want to understand more about this tool and get to know the 3 main types of satisfaction surveywe recommend you read this article.
What is a satisfaction survey?
A satisfaction survey aims to collect feedback from customers on one or more aspects of a brand, product or service. This feedback is used to better understand the customer’s perception and, based on the data extracted, to define new metrics and strategies to meet the needs exposed by the survey.
Investing in a satisfaction surveyyou can identify, for example, whether your customers recommend your company, which aspects need the most attention and even invest in new product and service opportunities.
3 main types of satisfaction survey
Understanding the difference between the main types of satisfaction survey will help you choose the ideal option for your goal. Check it out:
Net Promoter Score (NPS)
This model of satisfaction survey is used to measure data such as the level of consumer loyalty and whether or not they recommend the brand, product or service. In NPSthe company uses a short questionnaire to collect this data, the aim of which is to make quantitative analyses. quantitative e qualitative. The questions are similar to these:
On a scale of 0 to 10, how much would you recommend our service to a friend? Why?
Using the scores obtained from the survey, the company is able to make a quantitative quantitative and classify the consumer into:
Promoter: consumer who scored 9 or 10;
Neutral: consumer who gave a score of 7 or 8;
Detractor: consumer who gave a score between 0 and 6;
Through the qualitativewhere the consumer explains the reason for their rating, the company is able to extract insights, identify weaknesses and strengths, and direct its investments in improvements.
Customer Effort Score (CES)
This model of satisfaction survey is aimed at evaluating the problems with the products or services that the company offers its customers. The survey is usually carried out after the consumer has interacted with the brand, for example at the end of a purchase.
O Customer Effort Score is an evaluation model that uses direct, clear questions and ready-made answer options. This way, the customer chooses the one that best represents their relationship with the product or service. A CES survey looks like this:
How much effort did you have to make to get your request granted?
Very low
Bass
Neutral
High
Very high
The result is calculated from the average of these responses. Although this evaluation shows the level of satisfaction with the product or service provided, it is not possible to identify the reasons why consumers are satisfied or dissatisfied.
Customer Satisfaction Score (CSAT)
A Customer Satisfaction Score is an even simpler and more straightforward satisfaction survey model and is therefore the easiest evaluation to apply.
It is usually asked at the end of a purchase, at the end of a support call or after any other interaction that is part of the customer experience, with the following question:
How satisfied are you with the experience?
The answer options for this question are usually given on a scale of 1 to 5, where 1 means very dissatisfied and 5 means very satisfied.
Now that you know the 3 main types of customer satisfaction surveyit’s easier to understand which is the ideal option for your objective.
If you liked this information and are looking to provide better experiences for your customers, in this blog you will also find 5 tips for not getting the customer experience wrong.