Types of Customer Satisfaction Surveys

Types of Customer Satisfaction Surveys , A customer or Consumer satisfaction survey is a questionnaire that businesses send to shoppers after they have made a purchase or purchased a product they like or received a service from the business.

Types of Customer Satisfaction Surveys

There are five Types of Customer Satisfaction Surveys in which the businesses would want to measure customer satisfaction.

Each serves and has a different and also a Significant purpose, so it is important to ask the right questions.

1. Net Promoter Score (NPS)

There are some types of Surveys that are Significant.  this Survey Uses an NPS survey to measure customer loyalty. this is the first Types of Customer Satisfaction Surveys Customer Satisfaction (CSAT) this Survey Uses  CSAT surveys to determine the business meets and serves according to the customers’ expectations. Post-Purchase Survey.

This Survey Use to get feedback on a particular experience and also on Products. Product or Service Development Survey.

This Survey Use to gauge customer response and reaction to a new product before launching into the Market. Usability Survey. This Survey is Used by online businesses to get feedback on their website.

An NPS or Net Promoter Score this survey usually measures customer loyalty by asking a single question that is simple to answer.

A question like How likely you would recommend our company/product/service to your friend or colleague or family. Customers can score from 0 which is not at all likely and to 10 which is extremely likely. 

Businesses and huge conglomerate companies use NPS to measure its customer loyalty and overall customer sentiment and satisfaction instead of feedback on a specific product or experience or service.

Many industries use  NPS is widely used across the globe. So it is a  good tool to measure a company’s customer loyalty and satisfaction against its competitors in the market. 

NPS is also be used to identify detractors, or the customers likely to switch to competitors or spread negative feedback about the business.

These NPS surveys are typically sent out to customers through their email surveys or text messages.

However for some online businesses,  sometimes they also appear as a pop-up or the chatbox on the website.

AskNicely is a customer feedback software and is one of the examples of a customer feedback software that collects NPS data and provides businesses with NPS insights which is amazing. 

Customers are divided  into three categories based on how they each answer that question:

Detractors. Customers who respond and react between 0 and 6 are considered to be detractors. Not only you at risk of losing these customers, but they are also likely to stop the growth of your business through negative word-of-mouth and unnecessary answers. 

Passives. These are the Customers who respond between 7 and 8 are considered to be passive. They are satisfied with the business that you are doing in the market. But are not raving fans of your business. Passives customers could leave the business for a competitor or could maybe convert into raving fans of the business. 

Promoters. These are the Customers who respond between 9 and 10 and they are considered to be promoters. These are extremely loyal customers who are likely helping to grow the business through referrals.

To calculate the Net Promoter Score of your business, subtract the percentage of Detractors from the percentage of the  Promoters. For example, just imagine that say you have 100 survey results and 10 scored between 0 and 6, 20 scored between 7 and 8, and 70 scored between 9 and 10.

And then You would have:

20% Passives

10% Detractors

70% Promoters

70% Promoters – 10% Detractors = 60%. So the  Net Promoter Score would be 60.

The NPS score can be anywhere from -100 to 100. Any positive NPS score is considered to be good, above 50 is considered to be great, and above 70 is considered to be the most world-class score. For small businesses, NPS can be Significant and it is a great tool to identify and reward the loyal customers of the business and as well as identify any unhappy customers to improve their experience accordingly. 

2. Customer Satisfaction (CSAT) Survey

CSAT or customer satisfaction survey is used to measure a customer’s satisfaction with the products and services of a business (unlike NPS, which is used to gauge customer loyalty).

Because customer loyalty is a hidden victory for a business. CSAT surveys consist of a variation of the questions: How would you rate your overall satisfaction as a customer also with the products/service you received or purchased. 

Customers could then choose from the following 1 to 5 scale:

1. Drastically unsatisfied

2. 2. Unsatisfied

3. 3. Neutral/normal

4. 4. Satisfied

5. 5. Very satisfied. 

6. The customers who had chosen “Satisfied” or “Very Satisfied” are considered to be the satisfied customers.

To calculate the business’ CSAT score take the number of satisfied customers and divide that by the total number of survey respondents and then multiply by 100.

Therefore the output will have 100 survey respondents and 70 of them responded with  “Satisfied” or “Very Satisfied,” and then the  CSAT score would be 70%.

The formula (70 / 100 = .7) x 100 = 70%

Businesses should use a CSAT survey to measure whether or not that their products and services are meeting customer expectations and are they satisfying the ultimate customers. 

CSAT surveys usually allow businesses to fix individual customer service issues and look at how specific their products and services are performing overall in the market.

For example, if customers consistently rate a product as 1 through 3, it needs to be improved and it doesn’t satisfy the consumer expectation. If customers consistently rate an item as  4 or 5, therefore it’s a strong product that needs more promotion in the market to gain a huge number of customers. 

3. Post-Purchase Survey

Post-purchase are those surveys are which are sent to customers after they have bought a product or a service from a particular company.

These types of surveys are meant to get feedback on the specific experience of the customers that they had with this transaction and as opposed to a survey like NPS which gauges overall loyalty in the market. 

This kind of survey should be used to pinpoint specific areas of the business and the process of Business to the customer that needs to be improved in the long run. 

For example, the NPS score is low then using post-purchase surveys helps businesses understand better that whether they need to focus on their attention towards the customer service or quality of products.

But ultimately the Product is the king in the business and also how you as Businessperson communicate with the people. 

Post-purchase are that kind of surveys can be open-ended but typically they ask customers to rank different aspects of their experience on a scale of Strongly Disagree to  Strongly Agree or  Poor to Excellent.

Since this kind of survey can be longer than one question sometimes and they are typically sent via a link in an email. 

Concept Testing is also Significant in the development of surveys that are sent to customers before businesses launch a new product or service in the market to get a feel for how likely the present existing customers are to purchase the product.

4. Product development survey

The main goal of a product development survey is to see if the new product or service is profitable or not and/or receive feedback from the employees or experts to make improvements on the product before launching it in the saturated market. 

For surveys, if the business wants to show customers a sample of the product that they fixed are testing or either in-person or online by including price. This helps Businesses to get feedback, especially on Digital Products. 

These surveys are best to send Businesses the most loyal customers and the highest spending customers.

5. Usability Survey

Usability surveys or user experience surveys are used by online businesses to receive feedback on their website and to create a better experience for the customer and feel comfortable to communicate directly with the business about the products.

These surveys usually pop up while a shopper is on the site. They can be different like multiple-choice questions, open-ended questions, or even live messaging that directs shoppers to the information which they are looking for.

Usability surveys are best for trying to improve the customer experience and customer satisfaction, streamline content or improve site navigation.

There are many survey and messaging tools that can help businesses collect customer feedback and provide a better shopping experience, that such as Freshchat.

Freshchat is a messaging tool and it uses artificial intelligence bots and their customer service team.

Freshchat has the free version and offers a 30-day free trial for the other plans as well. 

These were the different Types of Customer Satisfaction Surveys

How to Integrate Customer Satisfaction Surveys into the  Business

While there are some special instructions for each type of survey out there. And there are some general guidelines that all businesses should follow with any customer satisfaction survey and achieve customer satisfaction. To ensure a smooth and effective process. For example, determining the goal of the business for the survey ahead of time and getting all of the employees on board are Significant steps for a successful survey and output.

These are six steps that every business should follow when

setting up a customer satisfaction survey

1. Determining the Need

Before a business begins, it is important to write down exactly why a business company needs this survey and what insights they want to get out of the survey results from the customers. 

For example, if the businesses are trying to reduce the customer churn rate, a product development survey won’t be as helpful as the  NPS survey.

By determining the need for the survey first, the Business can choose the survey type that will give you the most relevant data. It is extremely Significant to have a piece of knowledge about consumer behavior in the market about a particular product. 

2. Choose a Medium

After determining the need and now it’s important that choosing a survey type that the business needs to pick a medium. Will the business companies be sending the survey over email, text, in-app, or in person. 

Most surveys are collected over email, but some product development surveys could be done in person it means physical Surveys.  Surveys that measure a site’s ease of use can be done as pop-up surveys on the website itself.

3.Select a Survey Tool that is best for the Business.

Once the business decides the survey type and delivery method is chosen then it’s time to pick a survey tool that can accommodate the type of survey the business is looking to develop.

The price is a big consideration here, but also think about whether this is a one-off survey that can show results or if the companies want to incorporate customer satisfaction surveys into the business indefinitely.

4. Gathering  the Feedback

Now that the survey is in place, start monitoring the results and answers of the customers. 

Check feedback regularly for any common themes, mistakes, or customer service opportunities.

If the survey tool gathers and analyzes data for your business then make sure your employees have access to see the customer feedback.

If the survey tool doesn’t package feedback for your business then manage the feedback by yourself with a spreadsheet or CRM software and set at the regular times to share feedback with the staff of the company. 

5. Enacting the Change

Going through the process of setting up surveys can be difficult and collecting feedback from the customers is only worthwhile if you gain actionable insights for the business.

Take the most and problems and common themes that you notice from the surveys to change business policies,  better training for employees, or adjust the products and services.

How often the Business should send customer satisfaction surveys?

Send out customer satisfaction surveys not more than once per transaction. Sending surveys more frequently can also become confusing.

Generally speaking, Businesses want to send out surveys often enough to have updated the information but not so often that they annoy their customer.

What is the best time to send a customer satisfaction survey?

The companies want to ask customers for feedback while the experience is fresh in their minds.

The company expects the customer to answer all the questions in the Surveys most honestly. If a customer purchases a product Ideally within 24 hours of the purchase, while they still remember all of the details.

For online purchases, send the survey a day or two days after the customers have received their products. 

Tips for Creating a Customer Satisfaction Survey

Make sure that there is only one variable in each question while the customer is answering the Survey. For example, asking How satisfied are you with our product selection and pricing?

Asks your customers to rate two separate elements in one answer only. This could lead to inaccurate results and customers can be unsure of how to answer.

The better alternative to this is to ask separate questions: How satisfied are you with our product selection? And How satisfied are you with our pricing? 

What are the 4 main customer needs?

1. Right Choice
2. good quality
3. Low Price
4. Amazing convienience

What do customers value most?

Good prices , Good range of products amazing service for their time and loyalty from where they buy stuff from


Bandi Manoj is a Reader , Writer and explorer who Co-ordinates ones thoughts and actions.

"A Writer is an ameture who didn't quit writing , I am a A Profounder is the Inspiration to the society not a survivor ".

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