What are
Customer Satisfaction Surveys?

These are surveys that measure how satisfied customers are with their experience of a particular interaction with a brand.

What are the aims of Customer Satisfactions Surveys?

The ultimate aim of these surveys is to drive cultural change within an organisation, which then translates into higher satisfaction amongst customers. They are mostly undertaken in relation to an individual touchpoint experience – though some brands undertake an additional study at the end of the total purchase journey and ask shoppers to rate each part of the experience encountered along the way. This is often referred to as an ‘end-to-end’ customer satisfaction study.

How are Customer Satisfaction Surveys undertaken?

They are mostly implemented online, as soon after a touchpoint experience as possible so that the details are still fresh in the customer’s mind. The online approach allows companies to canvass the opinion of very large numbers of its users. The downside of this method is that it’s much easier to contact purchases in this way – leaving non-purchases (who represent lost sales) underrepresented.

Over recent years, Net Promoter Score has taken off as a customer satisfaction metric – heralded by its advocates as a superior lead indicator of future turnover growth. In our experience, however, for smaller touchpoint experiences (e.g. using a fitting room or getting an exchange) a simple satisfaction-level question is more effective. This is because, whilst customers may be perfectly satisfied with these sorts of interactions, they do not feel them significant enough to base recommendations on.

Whichever the choice of lead satisfaction metric, results only become actionable information if the reasons why scores are given are understood. For this reason, surveys need to, as a minimum, include an open-ended question asking the reason why the satisfaction score has been awarded – plus a few attribute ratings that allow a brand to track the key elements which need to be delivered to ensure customers are satisfied. Attribute scores also allow individual stakeholders to be held accountable for different elements of the overall proposition.

What’s an example of a Customer Satisfaction Survey?

A major department store uses ABA to track satisfaction with its home delivery service. We send a survey invite via an email shortly after the delivery is completed. Very high numbers reply and this permits the company to track performance even at the level of an individual delivery driver or depot.

What is a Customer Satisfaction Survey?