The opinions customers have of your brand and customer service matter. If you don’t collect feedback from your customers, brand loyalty will regress and your business will find itself in a tough place to come back from. By allowing your customers to give helpful feedback from customer experience surveys, you will be able to make the overall customer experience a positive and memorable one, fostering brand loyalty.
5 Best Customer Experience Survey Templates
There are many types of different customer experience surveys your contact center can use to track and record customer sentiments. Contact centers need to have the omnichannel capability to send surveys through web, live chat, and SMS to meet their customers where they are at. These are the 5 best customer experience surveys that your contact center should start utilizing to provide your customers with the experience they expect.
Net Promoter Score Survey
The Net Promoter Score (NPS®) survey captures feedback from customers to help you identify the areas in which your team can improve. The purpose of this survey is to provide a simple and easy way for customers to share feedback while giving your team valuable insight into the overall customer experience. Your NPS® score is a quantitative rating which is calculated based on questions your customers answer about their purchase experience. The most beneficial NPS® survey questions are short, simple and easy for customers to understand. The question most often requires a close-ended response. (Example: On a scale from 1-10, how likely are you to recommend our services to a friend or a colleague?))
Example NPS Survey:
Pro tip: If you want to have a space for the customer to expand on their reason for their response, you can give them an optional place for them to provide additional feedback if they desire to do so.
Customer Satisfaction Score (CSAT)
Another simple survey method to use is the customer satisfaction score. The customer satisfaction score (CSAT) is where the customer gives their satisfaction rating based on a numerical scale. (Example: On a scale from 1-5, how satisfied were you with your customer service experience?)
Example Customer Satisfaction Score:
Customer Effort Score (CES)
Many customers speak to a customer service agent to get their question answered, and they unfortunately more times than not they walk away even more confused than they were to begin with. The customer effort score (CES) is a score that pertains to the goal of the call: whether the customer got their question answered or not. This will give your managers insight into whether or not agents are providing helpful insight to the customers they are serving.
Example Customer Effort Score:
Open-Ended Questions Survey
An open-ended questions survey gives your customers the space to expand on feedback. You will only want to give this type of survey to engaged customers that will be more likely to expand on their views about your services. These surveys are used to capture customer sentiments that you wouldn’t see in the other customer experience surveys.
Example Open-Ended Questions Survey:
Here are some open-ended question examples.
- Why did you choose our services? (long answer)
- Did you consider any other companies? Which ones? (long answer)
- Would you recommend us to a friend or colleague? Why? (long answer)
Pro tip: You can make some of the questions optional if you want to maintain a high submission rate. This allows your customer to express their opinions on the questions that have the most impact even if they are tight on time.
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Long-Form Customer Satisfaction Survey
Just like with the open-ended question survey, you only want to send long-form customer satisfaction surveys to highly engaged customers. This survey varies from the other surveys because it uses a mix of open-ended questions, numerical ratings, and qualitative ratings. The long-form survey lets respondents expand on feedback. It also gives customers a place to give qualitative and numerical feedback. This survey allows your customers to go deeper to help your contact center team uncover where they have an opportunity to grow and improve the customer experience.
Example Long-Form Customer Satisfaction Survey:
Here are some examples of questions you could ask on a long-form survey:
- Choose what your role is: Executive, Manager, Specialist, Other
- How many employees does your company have: 1-10, 11-50, 50-100, 100-500, 500+
- How could we improve our products and services? (long answer)
- Do you have any additional feedback? (long answer)
You’ve Received Customer Feedback. Now what?
You’ve sent out your customer satisfaction surveys to your customers, but that’s only the first step. If you don’t do anything with the information you gathered, you won’t be able to find how you can continue to grow.
Here is what you should do with the information after they submit their feedback:
Look for trends and patterns
You can sometimes find recurring trends after receiving submissions. Some of these trends include professional issues with the agent, timeliness issues, technical issues, or other issues. If you find a theme of problems, take a step back to see how you can address the issue. Is this something your team can fix easily or will you need an outside team to come in and help?
By looking at patterns, your contact center will improve the overall experience their customer is having with the company.
Close the loop
After you have looked at the trends, you need to make sure that you “close the loop” with your customer. You want your customers to know that you appreciated the time they took to fill out the survey and to acknowledge the pieces of feedback they gave. If there was any negative feedback, now would be the time for a manager to reach back out to them to try to mend relations.
Using Customer Feedback Surveys in your Contact Center
Giving your customers a space to express their feedback is critical to retain current customers and to improve brand loyalty. When customers are satisfied with your service, they will begin to evangelize to other potential customers as well. Making your customers happy won’t only benefit your company in the present, but it will help your company grow in the long run as well.
