How to Get Customer Satisfaction Survey Insights

Customer satisfaction is a crucial metric for any business. A customer satisfaction survey, also known as a CSAT survey, is a tool designed to gather feedback from customers about their experiences with a business's products, services, brand, and customer support. These surveys provide valuable customer satisfaction insights that help companies refine their products, improve customer retention, improve user experience, delight customers, and deliver exactly what the market is asking for.

Michael highlights how HubSpot uses customer satisfaction measurement tools to dive deep into the individual experiences of users, addressing their concerns while also focusing on broader questions like "Where is the market heading?", "How does our product stay on the cutting edge?", and "What areas need customer satisfaction improvement?"

4 types of customer satisfaction surveys

Net Promoter Score (NPS)

An NPS survey asks customers how likely they are to recommend your company or product to a friend or colleague, using a scale from 0 to 10. By analyzing the results, you can compare the percentage of detractors (those who score between 0 and 6) to promoters (those who score between 9 and 10). The higher the number of promoters, the stronger the indication that your customer satisfaction levels are high.

NPS surveys are a valuable tool for gauging whether your business is fostering customer loyalty effectively. When comparing CSAT vs NPS, it's important to note that NPS focuses more on long-term loyalty, while CSAT measures immediate satisfaction.

Customer Satisfaction Score (CSAT)

CSAT surveys are a crucial customer satisfaction metric example for gauging your customers' satisfaction with a particular aspect of your business. Typically, these surveys feature a straightforward question that customers can answer with a simple binary response, such as "yes/no" or using a happy/sad face scale. An example question might be, "Did our product meet your expectations?"

CSAT scores tend to be high, often around 98% or more. So, if you notice a sudden decrease in your customer satisfaction rate, it's a clear sign that something needs your immediate attention. The CSAT calculation is relatively simple, making it an accessible metric for businesses of all sizes.

Milestone Survey

Milestone surveys are key questionnaires sent at important stages in the customer journey to gather insights into the user experience. These milestones can be either time-based (for example, sending a survey 60 days after signup) or experience-based (such as triggering a pop-up survey once onboarding is completed). These surveys can provide valuable data on customer satisfaction levels at different points in the customer lifecycle.

Customer Effort Score (CES)

The Customer Effort Score (CES) gauges how much effort customers need to exert to either use your product or resolve an issue with customer service. This metric is crucial for understanding the ease of your customer experience.

HubSpot uses CES surveys after closing each support ticket. These surveys typically ask, "How easy was it to solve your problem?" and offer a 5-point Likert scale for responses. The options range from 'very difficult' to 'very easy,' with choices like 'somewhat difficult,' 'about as easy as I expected,' and 'somewhat easy' in between. CES is an important CX metric that complements CSAT and NPS in providing a comprehensive view of customer satisfaction.

13 customer satisfaction survey question examples

When crafting customer survey questions, there are many paths you can take, and while there aren't any "wrong" questions, there are definitely questions that will yield the most useful customer satisfaction data. The key is to align your questions with the type of feedback you're hoping to collect.

For instance, if you're after measurable feedback that you can track over time, rating scale questions, like NPS or CSAT score, are a great choice. On the other hand, if you want to dive deeper into understanding customer expectations or satisfaction, open-ended questions are invaluable. Alternatively, pairing a multiple-choice question with a follow-up asking respondents to elaborate on their answers in their own words can give you even richer insights for customer feedback analysis.

Feedback Questions:

• What could have made your shopping experience better today?
• What's the next feature or functionality you'd like to see from us? [multiple choice]
• Did you find this article helpful? [yes/no]
• What convinced you to complete your purchase today?
• How could we make the onboarding process smoother for you?
• What nearly stopped you from purchasing from us?
• Was there anything about our website or service that surprised you, positively or negatively?
• On a scale from 0 to 10, how likely are you to recommend us to a friend or colleague? (NPS question)
• Is our pricing clear to you? If not, what changes would make it easier to understand?
• Were you able to accomplish what you came here to do today? [yes/no]
• Did you get the support you needed from our customer service team? [yes/no]
• In your opinion, what could we do to improve the quality of our product?
• What could have made your shopping experience better today?

These questions can help you gather valuable customer feedback and measure your customer satisfaction percentage. Remember, the goal of these surveys is to understand your customers better and improve their experience with your product or service.

When analyzing your survey results, it's important to understand what constitutes a good CSAT score. While this can vary by industry, generally, a CSAT score above 80% is considered good. However, the most important thing is to track your scores over time and strive for continuous improvement in your customer satisfaction metrics.

By regularly conducting customer satisfaction surveys and analyzing the results, you can develop a more customer-centric strategy, reduce customer churn, and ultimately drive business growth. Remember, customer satisfaction is not just about collecting data—it's about using that data to make meaningful improvements in your products, services, and overall customer experience.