Satisfaction questionnaires don’t need to be long or complicated. In fact, they should be just the opposite. Always strive to collect the minimum amount of data that will meet your objectives. Resist the urge to add lots of interesting survey questions that would not help you in decision making or planning.
Here’s an example questionnaire that can be modified easily for your needs. It’s been programmed using the SurveyGizmo online software tool.
Note: the name of the business should be edited as appropriate for your situation. It is important to make sure the first question is ‘required’. That is, respondents should not be allowed to move forward unless they have answered the question.
Although we often refer to this type of customer survey as a ‘satisfaction’ survey, it is, in fact, measuring something much more highly correlated with business growth than straight satisfaction would be. This customer satisfaction questionnaire is designed to measure the degree of customer advocacy among your customer base.
Your Promoters are those that rate your business at a 9 or 10 on this scale. Detractors are those that rate your business at 6 or less. Subtracting the percentage of Detractors from the percentage of Promoters gives you a very important metric called the ‘Net Promoter Score’.
It’s this single number that provides a telltale snapshot of your potential for organic business growth. Quite simply, if customers are really satisfied, they’ll mention and recommend you to friends and colleagues. And those recommendations, from trusted sources, are the most powerful marketing campaigns your business can hope for.
So look to this example questionnaire for the structure and style to get going on your own first customer survey.
Keep it simple. Make sure your customers can understand the survey questions. Be sure to follow up the rating question with an open-ended opportunity for them to tell you just how you can improve. And finally, ask a question that will help you classify the responses into meaningful groups that explain differences in customer value to your business.
For a more in-depth discussion of the questions, see my post on writing your own customer satisfaction questionnaire.