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Measuring customer satisfaction with surveys

In a competitive marketplace, it’s critical to know exactly what your customers think. Online customer satisfaction surveys give you the feedback you need to keep customers happy and turn them into advocates.

Our online customer survey templates help you understand what you’re doing well and what you need to improve, and they’re written by experts so you get reliable, actionable data.

How customer satisfaction surveys can help your business

Sending customer feedback questionnaires can help you discover not only new things that your customers want or expect, but also ways to improve your product or service. In fact, we’ve found that businesses who measure customer satisfaction are 33% more likely to describe themselves as successful than those who don’t.

Here are a few common ways that businesses use our customer satisfaction survey templates.

Determining product or service performance

Survey your clients who haven’t used your services for months to identify what went wrong and what you can do to win them back. A customer feedback survey can also be a good tool to obtain external feedback on employee performance and how each person’s role is tied up with client satisfaction.

Collecting product feedback

Create an online survey questionnaire to send to customers who have just made a purchase. Did that new and revolutionary tent fabric weather the elements? The results could reveal valuable insights into how to improve product features or address design flaws.

Developing new products

Identify opportunities for new products by using a customer satisfaction survey to see what expectations aren’t met by existing choices.

Measuring customer loyalty

Surveys can help you discover your most loyal customers and influencers. Brand champions, power users, brand loyalists, brand heroes. No matter what you call them, they’re your answer to knowing exactly what you’re doing right, what to keep doing, and what to start doing. Showing customers that you’re listening goes a long way.

Improve the customer experience

Customer satisfaction surveys are a great for driving regular communication between you and your customers. They can act as a reminder that you’re there—and that you value their business. Poll them on them how they’re doing and what suggestions they might have. Also consider offering loyal customers freebies or rewards for answering your surveys.

Conduct market research surveys

Do you want to develop a new service area? Get to know potential markets by first sending out an online survey to find out more about demographics, such as age, gender, income, hobbies, etc.

Establish performance goals

Once you collect great, actionable data from your surveys, you need to ensure that the feedback is implemented. Use customer feedback surveys to reach back out to customers and measure your progress over regular periods of time. Leverage what you’ve learned from this valuable data to rake in revenue and improve customer and employee satisfaction and loyalty. Compare results over time to see how you’ve improved.

Management reporting

Data from customer satisfaction questionnaires can also help managers identify key drivers and metrics they should track across departments and roles.

Keep your employees engaged

When you offer excellent customer service, you’re much more likely to find and retain customers. Make employee engagement a priority to improve customer satisfaction and your level of customer service. Regularly checking in with employees to see what makes them tick—and creating performance benchmarks—can go a long way toward keeping your customers happy.

3 tips for effective customer surveys

In addition to using methodologically-sound questions in the key areas already mentioned, you’ll also want to follow these tips for creating a great consumer survey.

1. Be clear and specific

Say you’re surveying on customer satisfaction for a hotel stay. Instead of asking generally about different aspects of their stay, let survey takers know what the standard should be. Ask if the room service was prompt, if the swimming pool was clean, if the receptionist was friendly, if their bed was comfortable, and so on.

2. Ask multiple questions

Asking multiple specific questions instead of one general question will not only make your questions easier to answer for your respondents, but it also makes your data easier to analyse and act on. Did your waiter let you know about the specials of the day? Did he take your order promptly? Just be careful not to ask too many questions. Consumer response rates go down when answering surveys becomes a burden.

3. Send surveys soon after an interaction

If you’re asking for feedback on service or a product, make sure you send your survey soon after your customer has interacted with a representative or made a purchase. Waiting too long often makes it more difficult for customers to recall their experiences.

Customer satisfaction survey templates

Check out sample survey templates for three key indicators that you need to successfully measure what your customers feel and how they think about your business.


Customer Satisfaction

Find out how you compare to your competitors and see what customers think about your company in their own words.

Preview Template


Net PromoterⓇ Score (NPS)

Would your customers recommend you? Measure your NPS to evaluate loyalty and satisfaction.

Preview Template


Customer Service Feedback

Put customers first by asking about their experience with your customer service team.

Preview Template

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Market research

Success comes from understanding your customers. Use market research surveys to track industry and market trends.

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Employee feedback

Survey your employees regularly to create a more productive workforce and maintain a healthy company culture.

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Event surveys

Make every event more successful than the previous one. With event surveys, you get a very clear picture of what your attendees want.

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3 quick tips to improve survey response rates

Here are some ideas to ensure that respondents will answer your surveys.

1. Be quick

If your survey is short and sweet, there's a greater chance that more respondents will complete it.

2. Offer incentives

Little incentives like small discount or an entry into a drawing can help ensure respondents complete your survey.

3. Buy a targeted audience

With SurveyMonkey Audience, you can purchase access to an audience who meets specific demographic criteria for your survey. It's a great way to get targeted responses from a specific group.

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