Every product or service is made for its customers. It's created to either solve their problems or fulfill their needs.
Your product or service revolves around your customers and their experiences, and every single day, you're making significant efforts to provide them with a positive experience.
This journey of providing your customers with a positive experience starts from the moment they land on your website and extends beyond the moment they become your customer. Although it's a never-ending commitment, encouraging them to become a loyal customer by retaining them is definitely considered a milestone of growth.
As Derek Sivers from CD Baby puts it, "Customer service is the new marketing." And that couldn't be truer.
Your customers' opinions and feedback are one of the most essential components for the sustainability and growth of your business and are considered important throughout the customer lifecycle.
So, why don't we involve them enough? Because we don't know how to.
How do you know if the customer is satisfied? Or dissatisfied? How do you decide to work on a new feature, if you don't even know whether the customer needs it or not? What do you think your customers expect from you? Did they find what they're looking for?
A customer's experience and feedback should be the only factors that validate important decisions within your business.
Why Measure Customer Satisfaction
New companies are starting up every day, and competition is in abundance. One of the differentiating factors is what your consumers think about you. Big companies like Apple are thriving on taking their customer's needs into consideration, and adding new and requested innovative features to their products.
Customers share good experiences with an average of 9 people and poor experiences with about 16 (nearly two times more) people -- so it's imperative you figure out customer issues and try your best to solve them before they go viral on Yelp or social media.
There are so many benefits of asking for feedback on customer satisfaction:
1. Customer feedback provides insights to improve the product and overall customer experience.
It's imperative to find out what your customers think about your product. Listening is important to keep your customers happy. Taking their expectations into account increases their loyalty toward the brand.
2. Customer feedback can improve customer retention.
You are connected directly with the customers, thanks to their feedback. If your customer is unhappy, you can listen to them, work toward making the product more customer-friendly, and develop a deeper bond with them. In situations where a customer faces a problem with your product and gets it solved instantly, the customer becomes more loyal to your brand and is likely to stick around for long.
3. Customer feedback identifies happy customers who can become advocates.
After you offering customers with an experience that exceeds their expectations, you find your own marketers. Customers are likely to recommend your product/service to their friends or relatives, and this is a great way to stand out from your competition. Referrals are a free and effective way of marketing, thanks to word of mouth. Per a research by Wharton School of Business, a referred customer costs less to acquire and has a 16% higher lifetime value.
4. Customer feedback helps inform decisions.
Thanks to customer feedbacks, you get tangible data to make major decisions. These decisions are not based on your hunches, as you can gather insights on how your customers feel. You should use your customers' opinions to guide your product's future.
14 Customer Satisfaction Survey Examples from Real Brands
Airbnb politely asks for customers' opinions after their stay, giving them the space to decide whether they want to share their feedback or not. In fact, Airbnb has increased the number of bookings by 25%, just with their referral program alone.
2. Hilton Hotels
What's the point of doing a survey if nothing comes out of it? Hilton Hotels seem to be exemplary in following up after every survey. It's called the Hilton Surveying Program. Every survey is looked into regularly, and live data is updated every night. Their response rate is now 30% for online surveys, and the abandonment rate fell by 6% in a year.
Uber has two customers -- the drivers and the passengers -- and it does a great job collecting opinions and reviews from both. The passengers give ratings after every ride, and the drivers rate the passengers as well.
This makes it fair and transparent for both kinds of "customers," and these ratings affect the drivers' and passengers' reputation as well. If a passenger has a lower rating, the driver has the authority to decline the booking.
Source: The Cord-Cutter Life
Netflix brings out its A-game when it comes to customer experience. With its recommendation system, it is as customer-friendly as one can get. It studies the behavior of all of its customers and recommends them movies/shows per their ratings, likes/dislikes, or just what they have been watching.
For Slack, customer feedback is at the epicenter of its efforts. The company based its product development entirely on the customer feedback. In fact, there's a command within the application where users can send them feedback, or just tell them what features the users would like to have. The co-founders read all the user feedback and made sure they responded to every ticket raised.
Drift sends Net Promoter Score®, or NPS, surveys. NPS is a critical SaaS metric and a method to measure customer satisfaction. The only question it asks is whether the customer is likely to recommend Drift to a friend or colleague.
Paytm has always taken customer opinions into account and has taken serious steps to improve customer experience.
Taking customer experience and security to another level, Paytm recently removed 85,000 sellers from the Paytm mall and put in some strict steps to verify the quality of existing sellers. To help its customers who book movie tickets by using the Paytm platform, it allowed them to get refunds on their bookings if they were fraudulent.
Source: My Skype Lab
Another example of a product that provides great customer service is Skype. If you call people often using Skype, you know that it asks for feedback after every call. But more than that, it believes in immediately solving customers' problems. In one instance, Skype left a customer overwhelmed by its quick response time.
Amazon seems to be exceeding user expectations by collecting all kinds of information and making these easily accessible such that users can find the answers themselves in a knowledge base to provide customers with self-service support. This reduces the chances of incorrect purchases, which can make all the difference in a customer's buying decisions.
Not only is Twitter great for direct (personal) and public messages, it's working toward bridging the communication gap between brands and viewers. It came out with "Surveys" as a feature, which allows businesses to ask for customer feedback after a Twitter conversation by deploying NPS and customer satisfaction surveys.
Another product with two types of customers -- restaurants and hungry diners -- Zomato puts both of their needs and expectations into consideration. Every restaurant gets rated on the food, and every buyer of food prefers restaurants with better ratings.
For that reason, in 2016, Zomato suddenly deleted an account when they found out that he was offering positive reviews as a paid service to restaurants. Zomato won the Internet by slamming this user on social media, demonstrating that it clearly takes its customer experience seriously.
Here's a great example of a customer satisfaction survey from Greyhound that measures the qualitative sentiment and experience about interacting with and buying from a brand.
In such a crowded space as bus lines, Greyhound needs to make sure that the service it's providing works for its customers -- or else, they'll start losing them to competitors. This customer satisfaction survey, deployed immediately after a trip, is a great way to measure customer satisfaction in the moment when it's most memorable for a customer.
13. H&R Block
H&R Block Advisors sent another well-timed customer satisfaction survey -- just after "Tax Season" in the U.S.
For accountants and financial advisors, the period of time before the tax filing deadline are its busiest months, so a prompt survey after filing with Block helps the company gauge how many returning customers it can expect.
Measuring sentiment, in addition to satisfaction, is an important question to ask your customers.
In this survey, GEICO asked about customer sentiment regarding a specific interaction during the purchase process, as well as the general sentiment about the experience overall. In this way, GEICO is able to smooth out specific roadblocks over the course of the customer journey, as well as get an in-the moment snapshot of its wider customer sentiment.
There are a few other best practices to bear in mind when deploying a customer satisfaction survey:
- Make sure you choose the right customer feedback survey tool
- Always ask short and relevant survey questions
- Give a lot of thought to the placement of your surveys over the course of the customer journey
- Always A/B tests your surveys
- Thank your customers for their feedback, regardless of the nature of the feedback
Next, read more about how to design your own customer satisfaction survey.