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Insider Secrets to Successful Satisfaction Questionnaires

July 17th, 2010 · Satisfaction Questionnaire

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A Satisfaction Questionnaire Example

December 11th, 2009 · Customer Satisfaction Questionnaire, Example Satisfaction Questionnaire, Net Promoter Score (NPS), Satisfaction Questionnaire, Satisfaction Questionnaire Example

I’m often asked for a satisfaction questionnaire example by small and medium-sized business owners that want to understand how customers view their brands and how they might develop programs to improve loyalty among those customers.

My starting point is almost always a simple satisfaction questionnaire that can be programmed in just a few minutes using one of the free or low-cost online survey software tools. Good examples are sites such as such as SurveyMonkey, SurveyGizmo, Zoomerang or SurveyPro.

While each of these sites has its strengths some are easier to get started with than others. For the types of questions in this satisfaction questionnaire example, I’ve used SurveyGizmo. It’s a bit more sophisticated than some of the others but [Read more →]

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What’s Your Satisfaction Question?

April 26th, 2010 · Satisfaction Questionnaire

What's on your readers' minds?

What's on your readers' minds?

What topic areas would you most like to explore with your readers or customers?

And, what’s holding you back from doing so?

Leave a quick comment with your thoughts…

Look forward to seeing what readers are interested in and what would be most helpful for future topics.

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The Long Tail of a Satisfaction Questionnaire Blog

April 24th, 2010 · Satisfaction Questionnaire

I’ve spent some time lately, thinking about Chris Anderson’s concept of the ‘Long Tail’ and how it applies to a satisfaction questionnaire.

Long_Tail_of_The_Satisfaction_Questionnaire_BlogAs an illustration of a long tail distribution, I’ve copied more than 1,300 lines of data into the bottom of this post. Each line is a keyword phrase or ’search term’ that visitors used to find The Satisfaction Questionnaire Blog – along with the number of visitors sent by the phrase in parentheses.

Not surprisingly, the phrase ‘customer satisfaction questionnaire’ ranks at the top of the list, having brought 130 visitors to the blog over the past few months. The rest of the phrases are listed in rank order, from most visitors to least. (Where there’s a tie in rank, the search terms are sorted alphabetically.)

The first thing you’ll notice is that a relatively small number of searches sent a large number of visitors. Of the 1,323 keyword phrases brought in from Google Analytics, the first twenty represent about half the total volume of visitors. Anderson might call these the ‘blockbuster’ keywords (the red area in the image above). The remaining 1,303 make up the distribution’s very long tail – shown in green.

By the time you get to the 18th phrase (2% of the way down the list), the number of visitors per keyword has fallen to 7. By the time you reach keyword #180 (14% of the way down), you’ve hit unique search terms that represent only 1 visitor apiece, i.e., 86% of the keyword phrases brought only 1 visitor each.

Take a moment to scroll down through the list…

What’s the Lesson for Questionnaire Writers?

Or for business owners or bloggers?

By intention, this blog is optimized for a handful of those keywords, say five or six. Thankfully, most of the ‘intended’ terms show up near the top of the list. That means I was able to anticipate, given the subject and likely audience of this blog, several important phrases that readers would enter into a search engine to find it.

Were I to be evaluated on how well I anticipated the remaining 1,300+ variations, I’d clearly be given a failing grade!

Why? It’s nearly impossible to predict the exact thoughts, words or context that people bring to a search.

The Same is True with Answers to Survey Questionnaires

It’s just as difficult to predict the range of responses to a survey question.

That’s why we’re better off asking respondents to voice opinions in their own words rather than choosing from a set of answers we make up for them.

One of  the reasons we ask customers for feedback is to view our businesses or blogs from a different perspective. To help us step outside the business and see it from a different vantage point. If we limit respondents’ feedback  exclusively to answer choices we prepare ourselves, we lose the opportunity for gaining insights from their unique perspectives.

It’s undeniable, from a practical viewpoint, that verbatim (open-ended) responses can be challenging to analyze. Often, this type of data can’t be summarized by a single number, manipulated statistically or reported as a ‘top-box’ score.  And, to be fair, open-ended questions are not the right approach for every situation.

But, as with the distribution of keywords below,  a rich source of value lies out beyond the easily anticipated answers – out in the long tail. For this blog, 53% of the visitors and 98% of the search terms come after the top twenty. That’s just over half the traffic! But, more importantly, it’s the vast majority of keyword phrases – each of which has the potential to contain an idea or concept or opportunity I hadn’t yet considered.

Always Ask the Open-Ended Question

With a satisfaction questionnaire,  I typically ask respondents to rate their likelihood of recommending a product or service on a 0-to-10 scale. Those ratings yield an easily analyzed metric. But, I always follow up by asking what it would take to improve their rating – using an open-ended question that allows them to offer their own ideas in their own words. To say what’s on their minds.

Research questionnaires are about more than classifying people into buckets – they’re about listening to what customers and readers have to say. And how they’d like to see us improve.

Keyword Phrase    (Visits)

customer satisfaction questionnaire    (130)
questionnaire example    (113)
satisfaction questionnaire    (92)
satisfaction questionnaire example    (68)
net promoter score questionnaire    (39)
bad questionnaire example    (22)
bad questionnaires    (16)
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blog questionnaires    (15)
examples of bad questionnaires    (14)
ipad questionnaire    (14)
example questionnaire    (13)
questionnaire examples    (13)
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bad questionnaire    (11)
example of questionnaire    (11)
questionnaire satisfaction    (10)
customer loyalty questionnaire    (7)
customer questionnaire examples    (7)
paisley hippo    (7)

The Long Tail Starts Here…
customer questionnaire    (6)
introduction to satisfaction questionnaires    (6)
ipad satisfaction    (6)
restaurant questionnaire sample    (6)
site:www.customer-satisfaction-questionnaire.com    (6)
customer satisfaction    (5)
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customer satisfaction scale    (5)
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examples of questionnaire    (5)
product satisfaction questionnaire    (5)
questionnaire on customer satisfaction    (5)
questionnaire on ipad    (5)
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restaurant customer questionnaire    (5)
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sample questionnaire on customer satisfaction    (5)
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bad questionnaire questions    (4)
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customer feedback questionnaire examples    (4)
customer questionnaire sample    (4)
example of a questionnaire    (4)
examples of bad survey questions    (4)
examples of sample questionnaires for customer satisfaction and loyalty    (4)
nps questionnaire    (4)
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questionnaire for customer satisfaction    (4)
questionnaire ipad    (4)
questionnaire on mobile subscribers satisfaction    (4)
the customer satisfaction questionnaire blog    (4)
“questionnaire example”    (3)
bad customer satisfaction    (3)
bad survey questions examples    (3)
blog questionnaire    (3)
customer feedback questionnaire    (3)
customer satisfaction questionnaires    (3)
customer satisfaction questions    (3)
example bad questionnaire    (3)
example of a bad questionnaire    (3)
improve my business questionair    (3)
paisley hippo menu    (3)
paper sample of questionnaire for customer satisfaction report    (3)
post-exercise satisfaction questionnaire    (3)
questionaire on customer satisfaction    (3)
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restaurant questionnaire example    (3)
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sample customer satisfaction questions    (3)
sample of questionnaire customer satisfaction    (3)
sandwich shop questionnaire    (3)
satisfaction questionnaire sample    (3)
zoomerang net promoter score    (3)
“example of badly designed questionnaire”    (2)
10 point satisfaction scale    (2)
a sample of customer satisfaction questionnaire    (2)
bad questionnaire sample    (2)
bad questionnaire samples    (2)
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brand loyalty questionaire    (2)
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brief satisfaction questionnaire.    (2)
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customer loyalty questionnaire examples    (2)
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how to interpret a questionnaire    (2)
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ipad customer satisfaction    (2)
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net promotr score sample questionnaires    (2)
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“net promoter”    (1)
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0 10 customer satisfaction scale    (1)
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10 questions to create a questionnaire towards a sweet shop    (1)
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6 basic questions for customer satisfaction questionnaire    (1)
a bad example of questionnaire    (1)
a sample of a bad questionnaire    (1)
a sample of a customer satisfaction questionnaire of a big firm    (1)
a sample of bad questionnare    (1)
a sample of questionnaire prepared by any one of a company which help them to know the customers taste    (1)
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allinurl:www.sustainableinsights.com site:www.sustainableinsights.com    (1)
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alternative health customer satisfaction questionnaires    (1)
an example for questionnaire    (1)
an example of a bad questionnaire    (1)
an example of an already prepared questionnaire    (1)
an example of questionnaire    (1)
an example of questionnaire to obtain customer satisfaction    (1)
an example when rating in a questionnaire    (1)
analyse cutomer data questionnaire    (1)
analysing customer comment cards replies    (1)
analysis example of bad questionnaire survey    (1)
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bad customer samples    (1)
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basic customer satisfication questionaire    (1)
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behavior questionnaire satisfaction    (1)
blog list questionnaire”    (1)
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blog post about customer satisfaction survey results    (1)
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blog reader questionnaire    (1)
blog satisfaction    (1)
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blogging questionnaire    (1)
blogs about questionnaire    (1)
brand customer satifaction questionnaire    (1)
brand dimension questionnaire    (1)
brand products questionnaire    (1)
brand questionnaire samples    (1)
brand strength questionnaire    (1)
branding relations questionnaire    (1)
business customer satisfaction sample survey questions    (1)
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case sample about dealing with customer    (1)
channel partner surveys questionnaire    (1)
client satisfaction questionnaire business services    (1)
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college dining customer survey samples    (1)
comment on bad questionnaire    (1)
comment on how to improve survey questionnaire    (1)
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communication, customer satisfaction questionnaire sample    (1)
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consultant questionnaire it painpoints    (1)
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course satisfaction questionnaire example    (1)
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csat questionnaire    (1)
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custermer satisfaction questionaire    (1)
customer advocacy questionnaire recommend    (1)
customer based questionair    (1)
customer behavior questionnaire    (1)
customer behavior questionnaire sample    (1)
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customer data questionnaire    (1)
customer engagement questionnaire    (1)
customer expectation questionnaire    (1)
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customer feedback questionnaire example    (1)
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customer focus survey +questionnaire    (1)
customer food satisfaction questionnaire    (1)
customer intention questionnaire    (1)
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customer loyalty questionnaire samples    (1)
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customer phone survey questionnaire sample    (1)
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customer questionnaire examples bad    (1)
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customer questionnaires at restaurants examples    (1)
customer questionnaires examples    (1)
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customer return questionnaire    (1)
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customer sample questionnaire about what a customer wants in a new restaurant    (1)
customer satification problem of small restuarant    (1)
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customer satisfaction loyalty questions sample    (1)
customer satisfaction management    (1)
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customer satisfaction-price questionnaire samples    (1)
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customer satisfaction: post-possession    (1)
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customer service case studies with questionnaire    (1)
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detailed questionnaire on service quality-customer loyalty in the hospitality sector    (1)
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example of questionnaire on customer satisfaction    (1)
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example of questionnaire structure    (1)
example of questionnaire survey + other colleague behaviour    (1)
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example of questionnaires for potential customers    (1)
example of questionnaires product customer satisfaction    (1)
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Why You Don’t Really Want a Satisfaction Questionnaire

March 28th, 2010 · Customer Satisfaction Questionnaire, Example Satisfaction Questionnaire, Satisfaction Questionnaire, Satisfaction Questionnaire Tips for Blogging

There’s an adage in marketing, made famous by Harvard’s Thedodore Levvit:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
The drill is just the tool that gets them the hole in the wood.
So, too, when it comes to customer satisfaction surveys.
Unlike a few of us market research nerds, most small business owners or bloggers don’t ‘want’ a satisfaction questionnaire. They want to know about their customers or readers.
Even more importantly, if you’re one of those business men or women, you want to grow your customer base and to keep those customers coming back year after year. And you want insights into customer frustrations that can lead to new product ideas.
In short, you want a quick assessment or customer relationships and to identify priorities for moving your business forward.
If you write a blog, similar reasoning applies. You want to understand your readers’ perspective on your content and to know which areas to emphasize (or downplay) in future posts.
All of this means we have to resist being infatuated with our satisfaction questionnaire. And to see it, instead, like Levitt’s drill, as the tool that help us reach our main objective.
Get on with Drilling the Hole
One implication is that we should get on with doing the survey, worrying less about the shiny features of the questionnaire or the advanced capabilities of the survey software and more about whether we’re actually engaging our customers and asking for their opinions.
If you haven’t  asked them yet, here’s an example satisfaction questionnaire that can get you started. (You’ll return here once you’ve answered the quick questions of the mock survey.)
Just a few basic questions will help you gauge your readers’ level of engagement with your content and provide suggestions on how it could be improved. That’s valuable stuff.
Sure there are specialized customer surveys and specialized questionnaires used for advanced market researcher. But if you’re just starting to ask your customers for feedback, don’t be fooled. These special tools can’t take the place of the hammer or drill.
Want to Measure Customer Loyalty?
Start with this simple question:
“On a scale from 0-to-10, how likely would you be to recommend [brand or product X] to a friend or colleague?”
Using the 0-to-10 point rating scale helps to make the question more intuitive for your readers or  customers.
Want to Know How to Improve?
Follow up the rating scale question with one that asks what you should work on to get better. As the following for anyone rating less than a perfect 10 in the previous question.
“And what would it take to get your rating to a 10?”
Ask this as an open-ended question that lets the customer or reader fill in a small text box using their own words. The analysis may be a bit more challenging, but the insights will be more forthcoming.
That’s because it’s difficult, if not impossible, for us to anticipate all of the answers. It’s far better to let  customers and readers express their own thoughts.
Keep Additional Questions to a Minimum
Believe it or not, just these two questions are sufficient to provide extremely valuable insights. You can add a couple more without overburdening the respondent, but be sure to keep the questionnaire brief.
Doing so increases the likelihood that your survey will get responses, which in turn, helps to limit the bias that comes when only your best customers take the time to respond.
See how to write your first satisfaction questionnaire for more details about why we use the particular question and rating scales. Here’s another link to the example satisfaction questionnaire as well.

There’s an adage in marketing, made famous by Thedodore Levitt:

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

The drill is just the tool that gets them that hole.Drill bit hole

So, too, when it comes to customer satisfaction surveys.

Business owners or bloggers don’t ‘want’ a satisfaction questionnaire. They want to know about their customers or readers.

Even more importantly, if you’re one of those business men or women, you want to grow your customer base and to keep those customers coming back year after year. And you want insights into customer frustrations that can lead to new product ideas.

In short, you want a quick assessment of customer relationships and to identify priorities for moving your business forward.

If you write a blog, similar reasoning applies. You want to understand your readers’ perspective on your content and to know which areas to emphasize (or downplay) in future posts.

All of this means we have to resist being infatuated with our satisfaction questionnaire. And to see it, instead, like Levitt’s drill, as the tool that help us reach our main objective.

Get on with Drilling the Hole

One implication is that we should get on with doing the survey, worrying less about the shiny features of the questionnaire or the advanced capabilities of the survey software and more about whether we’re actually engaging our customers and asking for their opinions.

If you haven’t  asked them yet, here’s an example satisfaction questionnaire that can get you started. (You’ll return here once you’ve answered the quick questions of the mock survey.)

Just a few basic questions will help you gauge your readers’ level of engagement with your content and provide suggestions on how it could be improved. That’s valuable stuff.

Sure there are specialized customer surveys and specialized questionnaires used for advanced market researcher. But if you’re just starting to ask your customers for feedback, don’t be fooled. These special tools can’t take the place of the hammer or drill.

Want to Measure Customer Loyalty?

Start with this simple question:

“On a scale from 0-to-10, how likely would you be to recommend [brand or product X] to a friend or colleague?”

Using the 0-to-10 point rating scale helps to make the question more intuitive for your readers or  customers.

Want to Know How to Improve?

Follow up the rating scale question with one that asks what you should work on to get better. As the following for anyone rating less than a perfect 10 in the previous question.

“And what would it take to get your rating to a 10?”

Ask this as an open-ended question that lets the customer or reader fill in a small text box using their own words. The analysis may be a bit more challenging, but the insights will be more forthcoming.

That’s because it’s difficult, if not impossible, for us to anticipate all of the answers. It’s far better to let  customers and readers express their own thoughts.

Keep Additional Questions to a Minimum

Believe it or not, just these two questions are sufficient to provide extremely valuable insights. You can add a couple more without overburdening the respondent, but be sure to keep the questionnaire brief.

Doing so increases the likelihood that your survey will get responses, which in turn, helps to limit the bias that comes when only your best customers take the time to respond.

See how to write your first satisfaction questionnaire for more details about why we use the particular question and rating scales. Here’s another link to the example satisfaction questionnaire as well.

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Can a Satisfaction Questionnaire Grow My Blog?

March 7th, 2010 · Satisfaction Questionnaire, Satisfaction Questionnaire Tips for Blogging

Asking a few questions of readers in a satisfaction questionnaire may seem unrelated to growing your blog, but believe me, it’s not!

Blog Reader Questionnaire

Blog Reader Questionnaire

Readers come back to content they find ‘valuable’ – whether that means informative, entertaining or community building. As a content creator, you need to understand how your content stacks up relative to readers’ expectations. Of course, your post comments provide some guidance on this point, but a simple satisfaction questionnaire can help deepen that understanding.

There are a number of easy-to-use and inexpensive/free options for online survey software tools. While they’ll take a bit to learn the first time through, you’ll find them generally straightforward and worth the effort. For simple questionnaires I usually recommend surveymonkey.com.

Just a few quick questions will help you understand the strength of your readers’ relationship with what you publish and which areas of your content to emphasize or rethink. The more closely you can bring your content into alignment with your audience’s expectations, the more likely your readers will be to return. And, even more importantly, the more likely your readers will be to recommend your blog via their own posts, comments on others’ posts or backlinks to your blog. Not a bad result for putting together a simple reader satisfaction questionnaire!

See more on how to write your first satisfaction questionnaire.

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Satisfaction Questionnaire – Which survey software do you use?

March 1st, 2010 · Customer Satisfaction Questionnaire, Satisfaction Questionnaire, Satisfaction Questionnaire Tips for Blogging

What’s your favorite online survey software tool? Why do you like it?

Take a moment to leave a comment to help other readers…

– SurveyMonkey
– Zoomerang
– SurveyGizmo
– SurveyPro

Others? What else should be on the list?

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Coming Soon – A Satisfaction Questionnaire Guide

February 24th, 2010 · Customer Satisfaction Questionnaire, Example Satisfaction Questionnaire, Satisfaction Questionnaire, Satisfaction Questionnaire Tips for Blogging

For a couple of months now, I’ve been working on a step-by-step guide to writing and launching your satisfaction questionnaire.

Here’s why I’ve taken on the project. For bloggers, Internet Marketers and small/medium businesses, there are plenty of gurus who admonish you to ask your customers/readers for feedback. That’s kind of like telling most of us we should get more exercise! It’s knowing how and where to get started that’s the challenge.

The Satisfaction Questionnaire Guide

The Satisfaction Questionnaire Guide

When I look around, I see survey sites with sample surveys and FAQs – but little guidance on why you should ask certain questions. Or on which scales you should use for answers. And then there are lots of marketing research consultants (myself included) that can provide guidance and implementation for complex customer survey projects.

But what I couldn’t find was a single source or guide that walked me through the process – without overwhelming me – or costing a fortune. [Read more →]

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Bloggers and the Satisfaction Questionnaire

February 6th, 2010 · Customer Satisfaction Questionnaire, Satisfaction Questionnaire, Satisfaction Questionnaire Tips for Blogging

Even though bloggers have the ability to maintain touch with their audiences through posts and comments, there are times when a satisfaction questionnaire may be an appropriate vehicle to fine tune their content and understand their readers’ perspective on that content.

Have you used a questionnaire?

If not, shouldn’t you?

Read on to see how easy it can be.

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A Satisfaction Questionnaire for the iPad

February 2nd, 2010 · Customer Satisfaction Questionnaire, Example Satisfaction Questionnaire, Satisfaction Questionnaire

With all the hoopla about the iPad these past few days, I’ve been wondering about the feedback that Apple will get from its next satisfaction questionnaire.

Satisfaction Questionnaire for the iPad

Satisfaction Questionnaire for the iPad

If we were to survey Apple customers about how likely they’d be to recommend an Apple product to a friend or colleague, the responses would be as high as any consumer product company around. We’d find loyalty right up there with storied brands like Harley-Davidson. Or with major league sports teams such as the Yankees or Red Sox.

That kind of loyalty can’t be built without paying attention to what your customers have to say or without delivering outstanding products to the market. That means two things: maintaining an ongoing dialogue with your market and assuming the role of leader. Customers aren’t particularly good at telling you what to do next. At imagining the unimagined. That’s your leadership responsibility. But they are good at providing hints about what their problems, needs and frustrations are with current solutions. Listen closely and you’ll find your next opportunity.

If you haven’t done so yet, your first customer satisfaction questionnaire is a great starting point to beginning an extended conversation with them.
Here’s an example questionnaire for bloggers that’s easy to get started with today.

What would you ask customers if you knew they’d take the time to answer?

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