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Customer satisfaction survey: what are they and what are they for?

Updated: Oct 18, 2022


Your business has recurring customers who have been choosing your services and products for a long time... and it also has others who buy once and forget about them forever. This is not a matter of chance; rather, it depends on the user experience you are offering them..


Do you want to increase the percentage of loyal customers with your brand?

When we have a steady flow of users, we can project over the long term with greater certainty. In addition, many studies show that people are willing to pay 16% more if they consider that the service they receive is of better quality. So, what are you waiting for to implement customer satisfaction surveys and optimize your brand? From Teipe Digital we tell you how to do it.





Knowing and analyzing your customers' feedback is very important for your business. It will serve as an indicator of how positive or pleasant their experience is. And it will also help you understand the reasons behind these behaviors. This way you will obtain valuable data about their perception of your products or services, the customer service and how well positioned your brand is compared to the competition.


What are customer satisfaction surveys?


Satisfaction surveys are what is called a "best practice" that you can implement to strengthen the relationship with a customer over time. They are generally very reliable since respondents answer them without being in the presence of salespeople and can express themselves on different topics, depending on the survey modality chosen.




What is the purpose of customer satisfaction surveys? 5 key points:

Knowing the opinions and experiences of your customers is essential to outline the future steps of your project. They can help you understand your strengths and weaknesses, improve your work and have more complete profiles of your Buyer Personas. The more exhaustive your customer profiles are, the better your chances of retaining them, delighting them and attracting them to make future purchases.


1. Reveal areas of opportunity

It is said that we learn the most from our mistakes, and it is true! We always have something we can improve.

By surveying your customers, you will get accurate feedback with which you will be able to provide optimal service. If you know how to interpret what they like and what they don't like, you will be able to implement some specific recommendations in other areas of your company (such as sales, design, etc).


2. Enhance successes

It's great to know you're on the right track. Thanks to the surveys you will learn what your customers like the most, you will be able to create a best practices guide and replicate the successes in other areas.



3. Nurture your buyer personas

The Buyer Persona (fictitious character that is built as an ideal customer) is not static: they change, they adopt new interests. The more information we have about them, the more effective our communications and campaigns will be.

In addition, it is possible that through surveys you can detect new types of consumers, which will help you to create increasingly accurate customer service models.


4. Build loyalty

As we mentioned earlier, many people consider their previous experience with a brand when making a new purchase. So, if you show a genuine interest in learning about their experience and working to improve it, your ties with your customers will surely strengthen and so will your sales.


5. Differentiates your brand

How many brands really make us feel good? Few companies take the time to get to know their customers' opinions and listen to their suggestions. So if you want to stand out from the competition, satisfaction surveys are a great option for you.


How to do a successful survey?

Although the evaluation instance is very important, it is our job to create an effective survey, whose information is useful to us and not too annoying for our users. It is not an easy task! That's why here are some key points that can help you clear the way.


1. Establish your objectives and the phases you will study.

Before you start writing a list of questions you have to define the SMART objectives of your search, in order to obtain measurable indicators that have a final meaning. Otherwise, you will get incomplete information, waste time and waste your customers' time.


For your reference, here are some survey objectives that may be useful to you:


  • Find out the level of customer satisfaction in relation to your ecommerce or your website. Is the design clear, are the products and services easy to find, and is the site speed fast?


  • Analyze online store performance during checkout: Are the items easy to find and are the descriptions sufficient?


  • Examine buyer satisfaction levels for a specific product line at the post-sale stage: Does it deliver what it promises in the description, and is it really useful?


  • Determine the key points of loyalty by studying recurring customers: What are the aspects they are most satisfied with? Would they recommend the product or service to others? Do they consider that the customer service is adequate?


2. Target the survey to a specific audience


The narrower the audience segment you decide to analyze, the more profitable the results you will obtain. Of course, your young users, between 20 and 30 years old, will probably highlight different things about your brand than people between 50 and 60 years old.

You can also segment by taking into account different relationships between your brand and your users, and thus survey those who have purchased more than twice.

Or you can also compare the experience of those who bought online and those who preferred to go to the physical store and find points to improve in both modalities.




3. Select the best questions


Once you have defined the above two points and have a clear objective and audience segment selected, you can begin to outline and write the specific questions you will ask in the survey.


The questions should be direct, simple and written in a concrete and clear way to avoid misinterpretation and ensure that everyone who receives the survey fully understands it.


Depending on how much control you want to have over the interpretation of responses and the data you want to collect, you can create open-ended or closed-ended questions, with options, that can be answered with a simple "yes" or "no".


Be sure not to exceed the length of the survey to ensure that as many people as possible respond to it. Therefore, you should be very careful and strategic in choosing each of the questions.


Prioritizing customer retention will be one of the keys to the success of your business. One of our functions as an agency specialized in ecommerce is to provide you with all the advice you need to make your online store successful. Contact us!



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