Increase customer satisfaction by using customer surveys
and expand your marketing strategies

Customer Survey

Customer survey benefits with easyfeedback:

CheckIntuitive handling
CheckNo installation
CheckHigh-quality design templates
CheckResults in real time
CheckFeedback Management System

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Profit from your customer`s potential and improve the success of your business. A targeted customer survey will provide you with valuable information about customer satisfaction, expectations and buying habits of current and potential customers. Furthermore, regular customer surveys will help you analyze the effectiveness of marketing goals and give you the opportunity of keeping an eye on the customers’ wishes. The results you will achieve are a base for marketing measures and will improve the strategic direction of your business model.

Creating a customer survey is simple: define your goals, create questionnaires for the survey and implement the customer survey. It is an advantage when a customer survey is created and implemented systematically. Depending on the target group, whether B-2-B or B-2-C, the conditions for a customer survey can vary. Business clients with whom you are in close contact have a greater and longer willingness to participate than B-2-C clients with whom you have no direct contact. Nevertheless, the basic goal is always the same: increase customer satisfaction and the success of your business..

For both target groups, the customer should first receive some information before starting the survey: how long will the survey take, on which topic do you wish to acquire feedback and why the individual customer can contribute to the customer survey with their valued opinion. The following generally applies to a survey: the stronger the commitment to the company, the longer and more complex the survey can be. Customer surveys with B-2-C clients, with whom no direct relationship exists, should not take longer than 10 minutes and should consist of simple questions. Given that there is less of a commitment than with B-2-B customers, the participation rate can be increased using incentives, e.g. a prize competition. For instance, a shopping voucher for $5 can be awarded at the end of the survey or a $300 voucher can be raffled off to one of the participants at the end of the survey.

The use of a customer survey may include many goals. Customer satisfaction is the primary goal in every customer survey. However, this applies to several areas of the company: product benefits and price/performance, quality of service and staff friendliness, experiences, customer loyalty/willingness to change suppliers and image. Before setting up your customer survey, define internal goals. Where and on what topics do we want to interview our customers? Keep in mind that the patience of your participants is limited. The following content structure is suitable for a customer survey.

Examples of customer surveys and which topics an online questionnaire can include:

Overall satisfaction:
If you want to receive an overall picture of customer satisfaction, take the business areas to be assessed and ask your customers about their satisfaction. Given that these often include several areas, you will only be able to scratch the surface of the individual areas. Otherwise the questionnaire will be too long for the customer survey. When using easyfeedback, the assessment question or the scale of 10/ slide bar is ideal for customer satisfaction inquiries.


Quality of service:
As soon as you reduce the focus in the customer survey to one business area, you can ask more in-depth and detailed questions without the customers becoming impatient. Depending on the type of service, the questionnaire can include the following questions: How quickly did the service team contact you? Were the members of the staff friendly at all times? Were you offered a replacement? How do you rate the service compared to other companies?

Price/Performance:
Pricing is always a very critical point. It should not be too high or too low. On the one hand, you can now directly ask the customer how he or she feels about the price-performance ratio. However, it is questionable whether or not you will always get an honest answer. Answering a simple question does not mean a sale. If you ask the customer about the product and the quality first and whether he or she is willing to pay more for better quality and performance, then the survey will be of greater importance to your marketing strategy.


Customer needs:
A very important aspect in customer surveys as it provides you with feedback on your performance and the product. As CEO or head of marketing, we have our intuitions regarding tendencies, but market trends can always take a different turn. Meaningful and significant customer feedback is necessary to steadily keep your business going in the right direction.

This results in the following possibilities and goals of a customer survey:

Summary Result

  • Record customer needs and wishes
  • General customer satisfaction
  • Customer satisfaction in individual areas
  • Customer expectations
  • Increase customer loyalty
  • Change of customer requirements
  • Response to the pricing policy
  • Market research on new products
  • Quality management of your products
  • Evaluation of marketing activities
  • Customer service optimization
  • Customer profiling

Which points should be considered for customer surveys and what is the optimal way to set up the questionnaire for a survey?

Below you can find a few tips on how to create a survey on the subject of "Online Customer Survey" and how to record customer satisfaction:

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Personalized or anonymous:
Contrary to an employee survey, in a customer survey in can be helpful to know who gave which answers and suggestions. To assign this personal data to the individual results, it is best to use one or more text field questions to enquire about it. To date, there is no clear decision whether the query within the questionnaire should be at the beginning or the end. Both have advantages and disadvantages. If enquiring about personal data directly at the beginning of the survey, the participant could be scared off and so end the survey. If the enquiry takes place at the end, the participant may forget to specify this information or not even participate in the survey until the end. Our recommendation would be to place the inquiry at the end of the survey. This way, the participant starts off by giving as many answers as possible and at the end, they can decide whether they would like the answers personalized.


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Invitation:
Whether customer survey, employee survey or any other type of survey: each participant should be informed about the survey and its purpose. You can do so by using the email system from easyfeedback when creating the email. For a customer survey in the B-2-C area, it is not always sufficient to just invite the available pool of email addresses. To expand the group of participants, the link to the survey can also be placed on the website, in mailings or in social media channels.


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Layout:
By using the layout configurator in the survey tool, you can customize your company logo, colors and corporate design elements for the survey. This increases the customer’s confidence in the customer survey. The easier it is to recognize your own company in the survey, the higher the level of trust and consequently, the willingness to give feedback.


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Creating the survey:
Depending on customer loyalty, you can make the set-up of the questionnaire more complex. You should best start off with simple and general questions and then, go into detail. For this purpose, it is ideal to start with questions which can be clicked such as multiple choice or assessment questions. When going into detail, open-ended questions with text answers can lead to surprising answers. This will provide you with exactly the feedback you need.


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Data protection:
As with any survey, data protection plays an important role. All surveys by easyfeedback are secured by default with SSL. This way, you and your participants can count on maximum security at all times. The survey tool for setting up the questionnaire is also secured with SSL. Furthermore, we offer every customer a free contract for order data processing. You can view more information on data protection and so be assured that you are in control of your data at all times here: Privacy Policy >

We are fully aware of the sensitive data that is collected in surveys. Therefore, we provide you with maximum protection for your customer survey and other surveys according to our data privacy regulations.


The first step is to devise and define your goals. Plan your customer surveys with care and achieve great results.