

Searching for the best ways to respond to a negative review? Find out the best steps to follow, what to avoid, and the impacts they can have on your company!
Where Thought Leaders go for Growth
In a time when it is becoming more and more important to gain customer loyalty, the implementation of a customer satisfaction survey remains an essential aspect.
Therefore, the question arises: How do you create a customer satisfaction questionnaire? What are the most important steps? And how should you conduct an online survey that allows you to measure your customer satisfaction?
Here we explain the steps you need to follow to gather valuable feedback and ensure that you meet customer expectations.
The question to be answered is simple: "Why do you want to conduct a customer satisfaction survey and what will the results be used for?
You may want to:
This step is essential as it will influence the content of your questionnaire and the type of questions you will ask. A distinction is made between different types of questions:
Who is your satisfaction questionnaire addressed to?
It can be your entire customer database in order to receive a maximum number of answers.
On the other hand, it is sometimes preferable to segment your customer base in order to address a representative group. You can perform the segmentation based on specific criteria:
👉 You can adapt your questionnaire according to the target group. The answers you receive will then allow you to better understand the profile of each target group and their expectations, thus refining your understanding of your customers.
Now, you need to define the Key Performance Indicators (KPIs) that should be monitored.
These KPIs must be determined in advance and will be essential during the analysis phase of the survey results.
The three most commonly used KPIs for a satisfaction questionnaire are
There are other KPIs in the area of customer satisfaction:
The communication channel influences both the content and the format of your survey: you should choose it before designing the questionnaire.
Put yourself in the shoes of your customers to decide which channel to use:
👉 If you decide to use the email channel, remember to either insert the first question directly into the body of the message or to include a button with a representation of the action to be taken.
Option 1: Word satisfaction questionnaire
Advantages: users can easily fill out the questionnaire from their computer.
Disadvantages: the choice of functionalities and design. Even if it only requires some layout knowledge, the presentation remains rather unspectacular.
Option 2: Online questionnaire
If you prefer to conduct an online satisfaction survey, there are survey software available. Online survey tools are ready-to-use applications that allow you to easily create, organize, send, and analyze your survey.
Now it is time to continue with the design of your survey questionnaire. How do you proceed?
After creating a survey and distributing it to your target audience, the final step is analyzing the answers in order to define the satisfaction rate.
To do this, you need to refer to the KPIs defined previously. You can also create filters to perform cross-sorting based on a key question or a specific segment of respondents.
Quickly share this data with the appropriate departments in your company or with your market researchers.