5 Things All Customer Feedback Surveys Should Measure


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Thinking about using a customer feedback survey for your business? You’re on the right track.

Studies show that it costs four to ten times more to find a new customer versus keep an old one. Keeping your current customers happy so they refer others to your company is key to a solid growth strategy. By acting on customer feedback, you can improve business operations and implement necessary changes.

Customer feedback surveys should focus on high-level questions to gauge overall satisfaction. (iStock)
Customer feedback surveys should focus on high-level questions to gauge overall satisfaction. (iStock)

But if you are like many businesses, you are unsure what to ask your customers in satisfaction surveys. You know you want to keep them coming back for more, but where do you start? What are the correct types of questions to ask that provide insight into how your business is performing and how it can improve?

First off, data suggests that asking high-level questions which gauge a customer’s overall satisfaction is an absolute must. Beyond that, the specific questions that suit your business needs should fall into one of five categories.

See below for those five categories.

The Product or Service

Ask your customers questions related to the quality, shelf life and design of your product/service. As well, you might want to consider asking about the consistency and range of your product/services.


Don’t forget to ask about the speed at which your product/service is delivered and whether it was delivered on time. Customers don’t want you to waste their time. They are adverse to inefficiencies just as much as you are.

Staff and Service

Are your staff courteous, available, knowledgeable, reliable, friendly and responsive to your customers needs? Do they resolve issues quickly and appropriately? You might want to consider polling your customers about after sales service and technical service, as well.

The Company

These questions assess the reputation of your business and the ease at which you conduct business. What does the community in which you operate think of you, your product and staff?

The Price

Do your customers consider your prices to be fair? Do they reflect market price? How do your prices compare to your competitors? If you ask these questions in a satisfaction survey, customers are more likely to assume you care about offering them a good deal.

Are there other categories you believe customer satisfaction surveys should cover? Share them in the comments below.

Source: B2BInternational


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