How to Create a Customer Satisfaction Survey and What It Should Include

Incorporating customer feedback is one of the most effective ways to get closer to your clients and make them more satisfied with your business. But to fully understand their point of view, you’ll need to design customer satisfaction surveys to learn their feelings on your products, services, or overall brand experience.

Here, we’ll discuss what your customer satisfaction survey should include to collect more valuable responses and make a positive impact on your brand.

Parts of a Customer Satisfaction Survey

Usually, a customer satisfaction survey should include two main sections: a one-question survey and a post-response landing page.

One-Question Surveys

Start your survey with a single straightforward question that gauges the customer’s feelings immediately after an interaction. This can be sent over email, but effective survey software can also integrate these forms directly into your website.

The one question on this page should be brief and specific to what you want to know. For example:

• How satisfied were you with our service?
• How satisfied were you with your customer experience?
• How has our website served you today?

It’s also helpful to explicitly say the survey will only take a few seconds to complete so customers won’t feel overwhelmed. Responses should be recorded using a five-point scale, with the meaning behind each response clearly indicated according to the following system:

• 1 — Very dissatisfied
• 2 — Dissatisfied
• 3 — Neither satisfied nor dissatisfied
• 4 — Satisfied
• 5 — Very satisfied

Use this scale consistently on and off your website. Not only will standardized answers make your surveys easier to complete, they’ll allow you to calculate a customer satisfaction score for later marketing efforts.

Post-Response Landing Pages

After the customer records their initial response, have your survey take them to a separate page where they can provide a more detailed answer.