Customer Satisfaction is a crucial aspect of being on top while running your business, measuring how the company provides its services, product, and customer experience. By collecting insights from customer service performance, you can focus on providing a better experience to your customers, and become responsive about customer issues. In addition, you can learn from negative customer experiences. As a result, you will gain loyal customers with high engagement, increase retention, and boost your MRR.

In this article, we’ll walk you through the most popular and effective survey types, and best practices that will upgrade your service on a higher level.

Table of Contents:

1. Customer Satisfaction Surveys (CSAT)
2. Customer Effort Survey (CES)

3. Net Promoter Score (NPS)

4. Tips for the best customer service surveys

Customer Satisfaction Surveys (CSAT)

The goal of a Customer Satisfaction Survey (CSAT) is to recognize the satisfaction rate of services or activities of the company. CSAT score is used to evaluate the interests of clients, recognize issues with the facilities or customer segments. High satisfaction rates mean future customer growth, royalty, and the possibility of purchasing your goods again. Professionals use rating systems to assess improvements in performance and obtain a better view of whether or not your company follows the standards of the client.

You can use our templates library to create a CSAT survey within seconds and start hearing from your customers right away.

We recommend using survey logic to add follow-up questions for your unhappy customers. This way you'll get to know their issues better and know exactly what to do to improve your service.

Customer Effort Survey (CES)

The goal of a Customer Effort Score (CES) is to evaluate how quick and easy was it for a customer to communicate with your company. This could be related to resolving a customer service problem, buying a product, or signing up for a trial.

CES surveys should appear right after engagement or specific contact points, so when a person communicates with your brand, you can instantly ask them whether it was easy to fix their problems and if they are planning to come back to.

While a CES score is a great way to measure a customer's satisfaction, it runs short on collecting deeper insights from your customers. For this, consider adding a follow-up question with survey logic for further feedback. This way, you will find out how to strengthen and improve your customer service and provide the best experience.

You can easily pick the CES survey from templates library to add it as a new survey and send it out using your preferred distribution channel, embedded in an email, launch on your website, or on your mobile application.

Net Promoter Score (NPS)

NPS analyses customer loyalty towards a company and is calculated using a single question survey. It is a quick and easy survey that usually asks one question: “How likely are you to recommend [company name] to a friend” and has answers from 0 to 10. The higher the score, the higher the loyalty and awareness of your business.

Results of NPS divide your customers into 3 groups:
Promoters: are who give you the score with vale 9 or 10. They are satisfied with your services. These people are highly motivated to promote your company, either in social or professional areas. Try including a social CTA button for this group of users using survey logic, so they can voice their satisfaction to a greater audience.

Passives: are the ones who rated 7 or 8 and got an average service experience. They are satisfied with your service, but they would also easily leave for your competitors, as they don't find anything exceptional. Try asking a text question (open-ended) followup to this group with a question like "What can we do to improve your experience?" This way, you will be able to provide better service and improve their loyalty.

Detractors: are who give you a score below 6, and sad to say, are not that satisfied with your product or service. Is a group of customers are the ones that you'll need to reach out as soon as possible. Bad reviews on other channels come from this group and destroy the company image. Try enabling email notifications, or sending your survey responses to team channels with Slack integration. This way you'll be able to instantly reach out to your respondents and improve your feedback.

Although 60% of our Customers prefer to send their NPS surveys via an email, you can consider sending your NPS directly on your website or web app, or on your mobile application.

💡 Our tips for the best customer service surveys

  • Keep it short
    In most of the cases, customers try to avoid long surveys that contain too many questions in it. Try to keep it short and simple, so that the respondent will not get bored. Your primary intention is to be straightforward and clear and to find the easiest way to ask a question without muddying the waters.

  • Survey frequency
    It is a good idea to add the usage frequency options, such as daily/weekly/once a month/every 2 or 3 months, etc. This trick is useful for measuring the users skill level with your service.

  • Use a simple and clear language
    Try to avoid complex long questions that are difficult to understand immediately. Always remember that your goal is to create as easiest survey as possible. This point will increase the engagement in those surveys and will be perceived more positively by customers.

  • Provide open feedback text field
    Giving the opportunity to a customer to express their feedback and ideas will help your business to build closer relationships with customers and constantly develop your product. Sometimes, some small features that are extremely important for customers might be the things that you do not even imagine, therefore it is useful to allow customers to express their thoughts.

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