What makes a good customer satisfaction survey?

Measuring customer satisfaction is an essential part of a successful business. A well-designed survey provides valuable information about what customers value, where there is room for improvement, and how well your services or products meet expectations. But what makes a good customer satisfaction survey?

1. Clear goal setting

The first important part of a good survey is to clarify your goals. Do you want to know how well your customer service is meeting expectations? Is it to improve product quality? Goals guide the content and wording of your questions. Research shows that clear and defined goals improve response rates and ensure relevant results (e.g. Kumar & Sharma, 2019).

2. Short and concise

Customers do not have the time or interest to fill out a long survey. A good survey is as short as possible and contains only the most relevant questions. Usually 5-15 questions is a good number. This increases the response rate and provides more reliable results (Dillman et al., 2014). Studies also show that shorter surveys motivate respondents to respond and reduce the "hangover effect", i.e., the respondent abandons the survey because of a requirement that is too long.

3. Clear and concrete questions

Questions should be easy to understand without ambiguity. Avoid complex sentences and vague terms. For example, use Likert scales (e.g. 1–5) to assess satisfaction, which allows for easy analysis. This method is found to increase the reliability and comparability of responses (Jun & Weite, 2013).

4. Versatility and balance

Include both quantitative and qualitative questions. Quantitative questions provide statistical information, but for qualitative information, it is best to use telephone interviews. In these interviews, you can ask open-ended questions that allow the customer to express their thoughts and ideas freely. Research suggests that qualitative feedback deepens understanding of customer experiences and motivates their engagement (Gremler & Brown, 1999).

5. Telephone interviews as a qualitative tool

Telephone interviews are an effective way to collect qualitative data. They allow you to:

• Dig deeper into the answers and see the customers' feelings and motives.

• Ask clarifying questions that are not suitable for a written survey.

• Seek honest and direct feedback without note-taking requirements.

  
  

Several studies highlight that interviews can provide up to 30-50% more in-depth information than written surveys alone (Kvale & Brinkmann, 2015). This helps identify expectations and details of problem areas that otherwise remain hidden.

6. Timing and regularity

Publish the survey at the right time – for example, immediately after using the service or product. Regularly collecting feedback enables continuous improvement of services and helps the company stay up to date with changes in customer needs (Kumar & Sharma, 2019).

7. Utilizing feedback

Survey results are only valuable if they are analyzed and used to make recommendations for action. Customers who have spoken after the speaking sessions appreciate that their feedback is taken into account.

Summary

A good customer satisfaction survey is clear, concise, and comprehensive. Phone interviews offer valuable depth and more personal feedback, helping to understand customers’ experiences and expectations more holistically. Research shows that this combination increases trust, engagement, and ultimately customer focus.

The success of your business largely depends on how well you listen to your customers and utilize the information you collect. Well-executed and regular feedback collection allows for continuous improvement, strengthens customer loyalty, and helps you stand out from the competition.