Customer satisfaction (csat) surveys: examples, definition & template

Allow for open text feedback– Open text questions allow you to collect open-ended responses from your respondents. You can gain more detail about your customer’s experiences and you might uncover new insights you didn’t expect.

Optimise for mobile– Many consumers are now completing surveys on mobile devices or within mobile apps, so your survey must be optimised for mobile devices. If it is too complicated for a mobile respondent, survey participation will decrease.

Don’t

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  Ask double-barrel questions– These questions touch on more than one issue, but only allow for one response. They are confusing for the respondent, and you’ll get skewed data because you don’t know which question the respondent is answering.
  
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  Make the survey too long– The majority of CSAT surveys should be less than 10 questions. People won’t finish long surveys.
  
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  Use internal or industry jargon- Your customers must be able to clearly understand each question without hesitation and using internal or industry jargon is confusing to respondents.
  

When and where you should send your surveys

Proper timing of customer satisfaction surveys depends on the type of product or service provided, the type and number of customers served, the longevity and frequency of customer/supplier interactions, and the intended use of the results. Nevertheless, timing surveys is extremely important. The experience should be fresh in your respondent’s mind so you get the most honest answers and gain insights that are accurate. You can solicit feedback face-to-face when they leave your store, email, online survey, phone, or within your mobile app.
For example, let’s look at the airline industry. Customer satisfaction surveys can be sent at every touchpoint in the process.

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  After the customer books their flight– Feedback after the initial purchase is important because you want to understand if the person was satisfied with their checkout or purchase experience. Send an email with a link to an online survey after the customer purchases their flight to find out how satisfied they were with the booking process. Consumers want easy transactions, so look for ease-of-use in your data.
  
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