No matter how strong your customer retention rate is, you should always gauge how people feel about your brand. Surveying ensures that your offerings are up to date and meet the needs of your target audience. Additionally, by collecting customer feedback you're letting stakeholders know that you value their input and how it impacts your business.
However, creating a survey isn't as easy as it sounds. There are several types of questions that you'll want to include to gain a well-rounded view of customer satisfaction.
One important type of question that you should include is a Likert scale. In this post, let's discuss what a Likert scale is and how you can use it to optimize your surveys. Then, we'll provide some examples and templates you can use for your feedback collection process.
What Is a Likert Scale?
A Likert scale is a closed-ended survey question that measures a participant's opinions on a series of statements. Participants consider the prompt then choose from a selection of answers that range from opposite extremities. Likert scales can have five, seven, or nine points, depending on the level of depth required from participants.
The Likert scale is named after Rensis Likert. In 1932, Likert developed this method of gauging people's attitudes towards a topic by having them respond to a series of statements and rating the extent to which they feel about each one.
Likert scales are often used in surveys because they quantify customer opinions. By using a five to nine-point scale, you can easily obtain customer feedback and analyze it for trends and patterns.
In the next section, let's take a look at how Likert scales can be used in surveys to collect valuable customer information.
Likert Scale Questions
Likert scale questions create consistency when surveying participants on qualitative topics. Rather than letting the participant describe their own experience, they're provided with predefined options to measure it. That way, surveyors can obtain specific feedback using a quantified response.
For example, if you wanted to know how much customers liked your logo you could ask them, "Using the scale below, please rate how much you like our logo." Then, the options you could provide would be, "strongly disagree," "disagree," "neither disagree nor agree," "agree," and "strongly agree." This lets your team define what "strongly agree" means rather than assuming what the participant feels.
While there are many types of Likert scale questions, the following five are commonly used in surveys.
5 Likert Scale Examples
The following examples are from a survey used to assess how Boston College students felt about the Allbirds footwear brand.
1. Agreement Questions
This is the most common type of Likert scale question as survey creators can list a series of statements about a topic and gauge how much participants agree to them.
2. Frequency Questions
Frequency questions are great for companies who want to judge how often consumers use their products. It can also reveal insights into the everyday routines of each participant.
3. Importance Questions
Importance questions reveal some of the values and beliefs of your customers. They share how important certain aspects of your brand, services, and products are and what areas need to be improved.
4. Likelihood Questions
Likelihood questions determine how true a statement is for a participant. This can also be used to judge the values and beliefs of your audience.
5. Quality Questions
Quality questions test how your products, services, and brand are perceived by customers. This is a good question to use to judge consumer perception after releasing a new product.
On SurveyMonkey, you can easily create a Likert scale using the template above. Simply type in your question, select "Matrix / Rating Scale," and check the box next to "Make this a single-row rating scale (remove row choices)."
The template will automatically give you five response options, but you can always add or delete them depending on how many options you'd like to have. Then, fill in a label for each column, such as "never," "rarely," "occasionally," "frequently," and "always." When you hit "Save," you will be shown a preview for how the question will look.
Google Forms is another simple tool you can use to build questionnaires, including Likert scale questions. First, fill in a question or overarching statement, such as "Evaluate our brand in terms of the following statements." Then, select "Multiple choice grid" as the type of question. Multiple choice grids are perfect if you'd like to ask several questions or list statements that all fall under one type of Likert scale question.
Clicking this will lead you to an option to create "Rows and Columns." Each "Row" should be filled in with a statement or question you'd like to ask participants, such as "I would recommend this brand to others." Each "Column" label should be filled with a point on your scale, like "strongly agree."
Once you've finished, your question will look something like this:
You can also create your questionnaire on a document tool, such as Microsoft Word, Pages, or Google Docs. This is a good option when sending out internal questionnaires or if you're printing out and mailing it.
You can type up your questions and have users complete it on the same document, like in the template below.
I am treated fairly by my manager.
___ Strongly Disagree
___ Strongly Agree
If receiving the questionnaire digitally, participants can easily place a checkmark or "X" on the option they most agree with. If receiving the questionnaire via hard copy, they can fill it out by hand.
For more ways to gather customer feedback, read about different survey questions.
Originally published Aug 21, 2019 8:00:00 AM, updated June 15 2021