Satisfaction survey: how important is it for your business?

The satisfaction survey is one of the ways to understand what your customers think of your product or service.

But in addition, it is an excellent tool for you to visualize possible improvements that you need to make in your business.

Because it is from the perspective of the person who buys your product that you manage to perceive small errors that, perhaps, because you are the creator, you have not seen before.

Although many people know what a satisfaction survey is, even those who already apply it in their businesses must be aware of the proper way to prepare it.

In this post, we are going to show not only what a satisfaction survey is, but we are also going to give suggestions to help you create yours in the way that is most aligned with the objectives of your company.

What is the satisfaction survey?

Satisfaction is the degree of happiness shown by a customer regarding a product or service.

On the one hand, there are the expectations, which are prior to the purchase, but the subsequent moment is what will highlight how satisfied the consumer was.

The satisfaction survey is one of the ways to analyze your product, identifying flaws and even opportunities that are not being taken advantage of.

Depending on the degree of satisfaction, other disclosure strategies can be implemented, for.

In addition, the research allows you to identify the tastes and interests of your audience, even making it possible to determine which products should continue, which ones are not the most appropriate, and which ones you can create.

One of the most applied methodologies in the market for the satisfaction survey is the NPS (Net Promoter Score), which we will show you below.

What is Net Promoter Score (NPS)?

The NPS methodology emerged in 2003 and was created by Bain & Company. The objective of this methodology was clear: to determine the level of the existing relationship between companies and customers.

The great differential of this model is that it allows medium and long-term results, making it possible to monitor and implement improvements in the company. That is why it is often used as a performance indicator (KPI).

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But how does the Net Promoter Score work?

It is applied to verify the degree of satisfaction of a public that the company already knows, in order to improve relationships.

The basic questions of this satisfaction survey are two, one quantitative and the other qualitative.

The first is about how much the customer would recommend the product or company to a friend.

The answer must be given in the range of 0 to 10, with 0 being no chance of recommending and 10 being sure of the recommendation.

The second question is qualitative and tries to investigate the reasons for the previous answer.

Customers are faced with the following question: why did you give that note?

In this way, you can know the failures and successes of the company, either in relation to the product or the company itself.

In addition to this methodology, there are many others that can be applied to assess the degree of interest of your customers in your company, products or services.

Not to mention the possibility of developing your own satisfaction survey. This allows you to think even more about the type of information you want to acquire.

Why do a satisfaction survey?

In a scenario of increasing competition, customer loyalty becomes a necessity.

In order to retain consumers, it is important that you know each one of them, identify what they evaluate as positive and negative in your business, in order to then improve what you offer them.

Also, in digital businesses, where relationships are not physical and distance can be seen as a problem, the satisfaction survey brings you closer to your audience and shows them that their opinion is very important to you.

Knowing how to listen to the needs and demands of consumers is one of the factors that guarantee that you stand out in the market.

From the data obtained, you can also draw strategies capable of increasing the loyalty of your customers, which allows you to obtain the growth and consolidation of your business in the market.

The big problem is that customers, without being prompted correctly, may not reveal all their thoughts regarding the brand and your products.

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That is why we will show you how to follow some recommended practices when applying a satisfaction survey.

How to apply a satisfaction survey in practice?

All the benefits mentioned above can only be obtained from the correct application of a satisfaction survey, based on an efficient methodology that has been tested in practice.

Of course, every business needs a certain type of response to understand if their customers are really liking what they are offering.

Therefore, we have selected 4 best practices to make your satisfaction survey the best it can be. Check it:

1. Define the methodology that will be applied for the survey

One of the first steps to apply a satisfaction survey is to understand the methodology you want to apply.

There are several ways to approach the same problem, for this reason it is up to you when defining how your survey will be offered to consumers.

This methodological option ranges from the format of the questionnaire, the choice of questions and the volume of information requested to the form of dissemination of the survey.

The Net Promoter Score (NPS) methodology, which we talked about earlier, works with two blocks of questions: one quantitative and one qualitative.

Meanwhile, in addition to this, there are other methodologies, with questionnaires from the simplest to the most complex.

So, understand what your audience could best absorb and use that methodology to create your satisfaction survey.

2. Define the objectives of the satisfaction survey and the expected results

For the satisfaction survey to be successful, the objectives of your application must be clear from the beginning.

What do you intend to evaluate with the application of this survey?

These objectives vary from case to case, and can be:

  • Define the level of customer loyalty;
  • Understand the quality of the products;
  • Know the performance of the sales sector;
  • Understand if your service answers all the doubts of the buyers;
  • Improve the quality of post-sale and much more.

When the objectives and expected results are clear, the survey can be used to confirm the entrepreneur’s suspicions or reveal a scenario completely different from the one imagined.

3. Assemble the quiz with the questions

One of the most important stages for the satisfaction survey is the preparation, in practice, of the questionnaire with the questions.

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You should know that not all questions can be asked and that it is necessary to know how to ask.

As we saw in the Net Promoter Score (NPS) methodology, the questions can be both quantitative (objective) and qualitative (subjective).

The number of questions on the form should also be taken into consideration.

Many and very long questions discourage the public from responding.

What is interesting is that the survey is brief, with a set of objective questions, with yes or no answers and on a numerical scale, together with one or more qualitative questions, with open answers.

We suggest that the subjective question appears only at the end, as a way to confirm and validate the answers the client gave to the objective questions.

4. Analyze the results and define actions based on the analysis

The application of the satisfaction survey is only considered complete when the results are analyzed and used to improve the company’s processes, services and products.

The data collected serves as a starting point to define actions to be taken, whether short, medium or long term.

Applying a satisfaction survey and doing nothing with the data collected is a problem.

Without that stage, all work is lost.

Therefore, analyze all the answers you receive.

Ask your customers for feedback

Have you seen how important the satisfaction survey is?

Surveys serve as a thermometer for your business, offering possibilities for improvement.

But, in addition, with the surveys you can see if there are some customers who are dissatisfied with your business.

If this is the case, think of strategies to improve their relationship with your brand.

Still don’t know how to do it?

We selected a complete post that teaches you. Don’t stop watching it!

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