how to do and what existing models – WAU
Conducting a customer satisfaction survey is a way of strengthening ties, measuring product popularity and gaining valuable insights for the success of the venture. Learn how to adopt this practice and the main methodologies that can be applied!
Do you know the level of contentment of your consumers? It is not new that satisfied buyers are great allies of the brands, since their feedback has the power to attract even more interested parties.
However, listening to what disgruntled customers have to say is also of great importance for any company.
In a competitive market, every detail makes the difference. That is why, understand what people think about your products and services it is essential to evaluate and adjust the actions of the enterprise.
The volume of purchases and interactions in social networks are still good indicators in this regard. However, the only way to collect more specific and conclusive information is with a satisfaction survey.
In this article, we will show how this type of research can be carried out, indicate the main formats and highlight the reasons for its importance. Check out!
Why care about consumer satisfaction?
At the beginning of the text, we mentioned a competitive market scenario. Have you ever stopped to think about the causes for this phenomenon? The democratization of internet use is at the heart of this issue.
Through Digital Marketing, companies of any size can compete for the same audience.
At the same time, potential customers have easier access to information. If a user discloses bad experiences with a brand on their social networks, others can use that information to make their own purchasing decisions.
This is, in fact, one of the main characteristics of the consumer 4.0.
Unlike what happened in the past, the public’s relationship with companies is not vertical. This means that opinions and feedbacks from ordinary individuals, without commercial interest, present greater influence in people than advertising actions driven by corporations.
Therefore, when a brand values consumer satisfaction, it is investing in its own results. In addition to the reflection that customer feedback has on the general public’s perception of the brand, this is also an excellent way to generate insights for improve company activities.
What is customer satisfaction?
Before delving deeper into conducting a customer satisfaction survey, let’s understand what this concept means.
According to Philip Kotler, a highly respected academic in the field of marketing, satisfaction concerns the feeling of pleasure or disappointment experienced by a person when comparing product performance with expectations created before purchase.
That is, consumer contentment is directly related to their perception of the product or service. Of course, this can vary according to the person’s own characteristics.
For this reason, the use of questionnaires is a great way to gather a large amount of data and estimate the opinion of the average customer.
How to conduct a survey to measure customer satisfaction?
Once the importance of measuring consumer satisfaction through research is understood, it is necessary to understand how to conduct this process.
After all, as in any type of activity, having well-structured stages is essential for the quality of the result. Therefore, the first step in this process could not be different: the definition of a purpose.
Define the objective
To define what do you want to achieve with the questionnaire it is the first step to enable an efficient study. This step will serve as a guide for the definition of the research target audience, the channel used and the questions to be presented.
When we talk about consumer contentment, it is natural that our first thought is to evaluate products and services. However, there are other goals.
Some companies, for example, use questionnaires to gather insights to be used in creating news. Others seek to measure the loyalty of their audience.
Establish the target audience
With the purpose of the project defined, it is time to decide who will be designated to respond to the survey. Naturally, respondents must be consumers or people who, in some way, have established some kind of relationship with the company. Within that, however, there are several variables.
If the objective of the study is, for example, to understand the cause of the decrease in sales in a specific region, segmenting the public according to their geographic location is an efficient measure. After all, if the focus is on optimizing operations in city X, there is no need to listen to residents of city Y.
Likewise, it is possible to divide people into groups organized according to other demographics. Let’s say the company is looking for solutions to engage senior customers. Creating a survey aimed at people in a specific age group has everything to optimize results.
You may be interested in these other contents!
Consumer behavior: what influences the purchase decision?
5 types of consumers: what they are and why they should be analyzed
Marketing 4.0: what it is and how to transition from traditional to digital
Jobs to be done: understand your customers’ intentions
Consumer Insight: unveil consumer behavior
Choose the appropriate channel
Satisfaction surveys can be completed physically, right after a sale is completed. In this case, it is necessary to guarantee the agility of the process, in order to avoid the wearer of the respondent. For this reason, many establishments use small devices in which the customer can evaluate the service with a simple click.
If you want a more complete study, however, use of online forms and websites specialized in this activity is fundamental.
Sending the questionnaire by email is a way to streamline the process and ensure that everyone receives questions at the same time. In addition, deemail marketing automation tools facilitate the segmentation process.
Define the character and number of questions
This step depends on the research model you chose to perform. Depending on the objective of the action, there are pre-planned models that facilitate the process. We’ll talk about them in the next topic.
In all cases, however, it is important that issues are clear and objective, in order to avoid the respondent’s confusion. Another important point is to ensure that they are specific, in order to facilitate interpretation.
That said, a balance needs to be found in the number of questions presented. If the number is too low, you may find it difficult to collect conclusive information. On the other hand, asking too much will saturate the consumer, who may give up on filling in the answers.
An important tip is to organize the questions intelligently. To prevent damage from early withdrawals, the most important issues should appear at the top of the form. Less urgent issues, on the other hand, must be organized in a logical way.
What are the main types of satisfaction surveys?
As mentioned earlier, there are questionnaire models that can be applied for different purposes. In the rest of the text, we will dedicate ourselves to explain the functioning of three types of satisfaction surveys that are widely used by companies of all sizes.
Customer Satisfaction Score (CSAT)
This model, which may have the name translated as “customer satisfaction score“, Is one of the most common when it comes to consumer contentment. CSAT offers respondents a linear scale for them to evaluate their experience with the brand.
Typically, the questions for this model refer to a specific situation. Check out some examples.
- Did in-store service meet your expectations?
- How do you evaluate the product purchased?
- Are you satisfied with our service?
Note that, while the first question has only two possible answers (yes and no), the second requires a little more reflection on the part of the respondent. This is because there are several ways to measure results. To be more precise, there are five ways to calculate the score:
- 1 and 2 (yes and no);
- 1 to 3 (dissatisfied, neutral, satisfied);
- 1 to 5;
- 1 to 7;
- 1 to 10.
The last 3 options use the Likert scale. To obtain the result, you must calculate the weighted average of the entries. It is found by adding all the values multiplied by the number of respondents who selected the corresponding option. The value found is then divided by the total number of participants.
Customer Effort Score (CES)
Translated as “consumer effort score“, This methodology is similar to the CSAT model and the difference is in the approach to the questions. Instead of asking about consumer satisfaction with a product or service, you question the ease that he found to solve a specific problem.
Net Promoter Score (NPS)
The NPS stands out for the ease of its application. Using a scale from 0 to 10, this model poses a single question: how likely are you to refer this company to your friends?
With the answers in hand, you can use a pre-established table to separate your customers into three different categories:
- detractors – grades from 0 to 06;
- neutral – grades 07 and 08;
- promoters – notes 09 and 10.
The first group consists of people who consider the experience with the brand quite negative. According to the Net Promoter Score theory, these people probably don’t hesitate to publicly criticize the company. In addition, they would hardly ever do business with the brand again.
Neutrals are those who buy services and products out of sheer necessity or chance. They do not usually speak ill of the brand but are also not enthusiastic about the experience provided.
Finally, we have prosecutors. This profile includes consumers who believe that their products and services have contributed to improving their lives in some way. They are loyal and are generally willing to offer feedbacks.
The satisfaction survey is important in many ways for an enterprise. It allows you to know and assess the customer’s perception of your product, service or service. Thus, in addition to the opportunity to strengthen ties with the public, your brand gains valuable insights to enhance the consumer experience.
Now that you understand how to know your customer’s perception of the company, learn how to retain them in order to get promoters for the brand.