<iframe src="//www.googletagmanager.com/ns.html?id=GTM-6PVX" height="0" width="0" style="display:none;visibility:hidden"></iframe> 4 Mistakes to Avoid When Creating a Customer Satisfaction Survey

4 Mistakes to Avoid When Creating a Customer Satisfaction Survey

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4 Mistakes to Avoid When Creating a Customer Satisfaction Survey

Customer Satisfaction Survey

“Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” – Zig Ziglar

Keeping customers happy and satisfied is crucial for every business and when it comes to finding out how satisfied they actually are, there is no tool more effective than a customer satisfaction survey. Building a strong customer satisfaction survey can help you boost your business profits.

Here are 4 mistakes you should avoid when creating your customer satisfaction survey:

Not determining your goals

You want to develop or launch a new product, measure customer loyalty or analyze customer service effectiveness? In order to create the perfect customer satisfaction survey, first of all, you should strategically plan your questions. Ask yourself: What is the primary purpose of the survey? What am I going to do with the survey data? How am I going to apply it? What actions can be taken? Identify your goals.

Ambiguous questions

Avoid using words or phrases with several meanings. Be clear and specific. Moreover, it’s important to keep in mind that everyone has their own filters on how they see things. “Often” can mean different things to different customers.

In this case, you should provide measurable possible answers such as: Once per week, Once per month, Once every three months, Once every six months, Less than once per year.

Too many or too few questions

Too many questions might discourage respondents, but you need to ask enough questions in order to receive accurate and sufficient data. Asking clarifying questions will allow you to not only understand your respondents’ answers but also catch on what they really mean. Conditional logic might come in handy.

There is no right number of questions. But taking into consideration several aspects such as the survey audience, the topic and the type of questions, will definitely help you determine the suitable length for your survey.

Not following-up

Is negative customer feedback a bad thing? Or can you actually get positive results by building an advantage out of it? You can, if you follow-up with dissatisfied customers. Listen, find out what went wrong and search for solutions. Don’t get defensive. Empathize and apologize when appropriate. Once the problem is solved, you can even offer a discount. Thank your customers for giving you the chance to make things right.

“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong. “ – Donald Porter

 You can create a customer satisfaction survey as easy as 1-2-3 using our Free Online Survey Builder. Be sure not to make these 4 mistakes when creating it.

Learn more from this article: Tuesday Template: A Customer Satisfaction Survey for Successful Businesses.  Build the perfect one and don’t forget  to share it with us!


Claudia Nesiu
Claudia Nesiu
is a Social Media Community Manager at 123ContactForm. She manages our social media presence and contributes to the overall communication strategy. Claudia loves nature, music, reading, traveling and learning new things.

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