Why should you do a customer satisfaction survey?

Why should you do a customer satisfaction survey?

20th October 2020

By Adam Wilkinson

As any business knows, keeping your customers happy is paramount. 

Yet, surprisingly, some companies are pretty lax when it comes to finding out their customers’ views, let alone making improvements based upon their findings.

So what insights can customer satisfaction surveys give you? How should you design one that’s right for your business? And how could outsourced customer care help your company?

The importance of customer satisfaction

You might be thinking that if your product is good, your customers will keep coming back. 

But in fact, there’s a lot of evidence to show that customer satisfaction is about far more than just your product – and it’s essential for your business growth.

A whopping 90% of CEOs believe that the customer has the greatest impact on their business. And 84% of companies that work to improve their customer experience report an increase in their revenues.

Some 96% of customers say that service is important for their loyalty to a brand. Loyal customers are five times more likely to purchase again, and four times more likely to refer a friend. 

So rather than spend money on advertising to grow your company, try investing in customer satisfaction. After all, there really is no better endorsement for your brand than a happy customer…

What is a customer satisfaction survey?

A customer satisfaction survey can be conducted face-to-face, by phone or email, via text message or online. It can seek views from just one segment of an audience, or a cross-section. And it can consist of just one question or a wide range. 

It’s best to conduct surveys on a regular basis to monitor whether your service is improving, and benchmark them against the performance of other companies. 

They should be a key part of an ongoing customer satisfaction programme.

What customer satisfaction metrics are there?

When designing your survey, you’re likely to use one or more of three main metrics

Customer Satisfaction Scores (CSAT) ask customers to rate an aspect of your product or service. They might also offer more open-ended questions, where customers can express how they feel in their own words. 

Net Promoter Scores (NPS) measure loyalty by asking customers how likely they are to recommend your brand to a friend, often on a scale of 1-10. 

Finally, Customer Effort Scores (CES) ask how your clients found their interactions with your brand. You might use these as a single pop-up question after someone has completed a purchase on your website for example, asking how simple they found the process. 

Here are some great examples of customer satisfaction surveys

What are the objectives of a customer satisfaction survey?

It’s important that you align your surveys with your business objectives. You need to establish your overall intended goal and your process for comparing results.

You might choose to ask about the product you sell: its quality, longevity, range, price or design. 

You might want to know about staff: were they courteous, knowledgeable and accessible?

Or perhaps you want to know about overall attitudes towards your company: your reputation, and the ease of doing business with you?

Whichever you choose, make sure you have a plan for what you’ll do with the results. A survey is only worthwhile if you’re truly prepared to make changes.

Outsourced customer care

Of course, your organisation has a lot on its plate. Customer satisfaction surveys may well remain on that dreaded “to do” list which never quite gets done!

By outsourcing your customer care to Connect Assist, you can be assured that we are putting your clients at the heart of what we do. 

We offer omni-channel contact centres services on behalf of your company, and are determined to ensure that we represent your brand in the best possible way. 

Email, web and phone customer satisfaction surveys are all part of the service we offer, enabling us to enhance our provision and giving you reassurance that your customers are receiving an excellent service. 

Contact us today to discuss your outsourced customer care needs. 


If you need our help in developing more effective, meaningful connections with customers, get in touch today.