Surveys Drive Customer Experience

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Surveys Drive Customer Experience

Whether you run a brick-and-mortar or eCommerce business, knowing what customers think of your product, service, and brand is important. So your company can send out customer satisfaction survey questions to gauge how well you’re performing. You can then analyze the responses to get to know your consumer.

Surveys Drive Customer Experience

When and Why Do Surveys Matter?

It’s crucial to understand consumers’ pain points and discontentments when business drops or sales plateau. Ask questions regarding their interaction with the brand, including customer service, user experience, product quality, and shipping. This lets you pinpoint exactly what isn’t working within the company.

After discerning what went wrong, you can take precautions and implement procedures to improve the process or experience. You’ll see a spike in sales as people respond to the new adjustments. Sending out surveys is essential to improving the company and providing what the customers want.

  • After just one negative experience, more than half (61%) of the customers say they would move to a competitor.
  • 90% of customers will splurge with companies that personalize customer service.
  • 92% of customers will spend more on businesses that ensure they won’t need to repeat information.
  • 89%of customers will spend more with companies that allow them to find answers online.


Please note that sending out surveys when the business is thriving is also worthwhile. Bad customer service and user experience will turn customers away in the blink of an eye, so working proactively is highly beneficial. Over 90% of unsatisfied customers refuse to give a company a second chance — which is why you should take advantage of your first chance.

Ask for your consumers’ opinions, good and bad, so that you can use their feedback to make improvements before you lose customers. Moreover, 77% of customers will view your company more favorably for it, potentially further increasing sales!

Customer Satisfaction and eCommerce

Regarding eCommerce, understanding your consumer is even more difficult than in traditional brick-and-mortar stores. Often the transaction is between the customer and the user interface, or UI, so the interaction with consumers is limited to customer service.

Of course, your customer service should be impeccable, but it’s even more important when there isn’t a physical store the consumer can visit. They shouldn’t have to jump through hoops to speak with a representative or solve an issue. Offering superb customer service is sure to keep people loyal to your business.

Because eCommerce, by definition, is conducted online, you should strive to achieve the best website and user experience possible. For example, if your site is clunky and unintuitive, people will quickly navigate to another site that can better fulfill their needs.

Tailor your customer satisfaction survey to understand what consumers think about your website or app. How user-friendly is it? How quickly did it load? Was it aesthetically pleasing? These are all important considerations when evaluating how customers perceive your site.

Types of Survey Questions

There are three main types of rating scales used in surveys to measure customer experience: Customer Satisfaction (CSAT), Customer Effort Score (CES), and Net Promoter Score (NPS).

The CSAT scale gauges customer satisfaction levels with a purchased product. It’s typically numbered from one to five, with one being highly unsatisfied and five being highly satisfied. This rating scale helps determine whether a consumer is happy with your product.

The CES is a scale that evaluates the ease at which a customer could carry out a certain task, such as speaking with a representative or interacting with an online portal. The scale ranges from very easy to extremely difficult. This scale is useful in finetuning the efficiency and effectiveness of your services and systems.

The NPS is yet another scale but more straightforward than the other two. It uses a qualitative rating (one to ten) to measure the customer’s overall satisfaction with your company. Again, this rating scale is best used to understand your brand image.

For more details, our friends at Nextiva provided the fun infographic below with a breakdown of customer satisfaction surveys.

Get to know your customers through surveys
Get to know your customers through surveys

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