Using Surveys to Evaluate Customer Satisfaction

Customer Service Training Resource
February 18, 2013 — 1,052 views  
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A customer survey can help you zero down on customer likes, dislikes, areas for further improvement of your business towards customer service, and so on. For example, are your prices too high or are they just right? How is your staff performing when it comes to customer service? How well do you understand your consumers' wants and needs? Is there anything that your consumers do not like about your customer service?

A customer survey is an inexpensive way to know more about your customers. Here’s how a survey is conducted.

Decide why you want to conduct the Survey

If you want to conduct a customer survey for your company, you have to sure about why you want to do it. What are the questions that you want your consumers to answer? Do you want to find out what people are thinking about a particular product or service? Or maybe you want to know how your customer service measures up? Your answer to these questions will influence the survey demographic and how it is delivered.

Decide who you will administer the Survey to

The next step is finding out who you want to survey (who you think has the answers to your questions). This is nothing but determining the audience who will receive the survey. Is the survey going to be conducted among the general public or current users of your products or services?    


Sampling means identifying a segment of the population that you think has the information you want. The sample size should be fairly large. If it is too small, your credibility will suffer. The larger the sample size, more accurately it will reflect what you want to know.

Decide how the Survey Data is going to be collected

How are you going to collect the survey data? Will you do so orally or in writing? Will the survey be administered personally or by mail or phone? The more personally the survey is administered, the better the results will be.

What Questions are you going to ask?

There are four forms of questions. Open-ended (more detailed answers), closed-ended (also called forced choice - like yes or no), multiple choice (respondents are given a number of choices such as good, very good, bad, very bad, etc.) and Likert scale questions (ratings such as strongly disagree, disagree, undecided, agree, and strongly agree).

How will you distribute the Survey?

A customer survey can be distributed in many ways.

1. Direct Mail

If you know the address of the people you want to survey, you can mail it to them. But note that only about 30% will take the pain to respond.

2. Phone Surveys

If more than 80% of your sample size has phones, you can go for this method. Further, when many in the sample size are not able to read, cannot read well, or when you need in-depth answers, you can take a survey by phone.

3. Media Distribution

You can give out an ad in the newspaper or attach the customer survey to your company newsletter.

4. Convenience Sampling

A customer survey can also be conducted by setting up booths or tables at places frequented by people. It can also give your organization some exposure.

Analyzing and Compiling the Survey Results

After the survey is complete, and the results have been collected, you will need to analyze the results. If the survey is open-ended, you might have many answers that do not seem related. In this case, you need to look for patterns.

Once everything is collated, try to see what that the numbers mean. Analyze the survey and see how the percentages compare to each other. Write a brief report, summarizing the survey results.

Now that you have the results of the survey in your hand, think about what you will do with the information. How are you going to use the information to improve your products, services, or customer experience?

Customer Service Training Resource