4 Types Of Customer Satisfaction Survey And How To Create Them [+Examples And Questions]

customer satisfaction surveys

How do you build engaging customer satisfaction surveys that get you quality feedback from your users? And what exactly are the different types of customer satisfaction surveys and how should you use them?

That’s exactly what I’m going to cover in this article. Plus, if you don’t know where to start, you’ll find some examples and questions you should use in your surveys.

If you’re in a hurry, check the TL;DR section for a brief summary or jump straight to the examples if you’re looking for some inspiration.

TL;DR

  • A customer satisfaction survey is a questionnaire that businesses use to ask what their customers think about their products or services, their brand, or other interactions with their business (such as customer service or tech support).
  • There are four main types of customer satisfaction surveys: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), Product-Market Fit.
  • Question types in customer satisfaction surveys: open-ended, rating scale questions, binary scale questions, and Likert scale questions.
  • Using a survey creation tool is the most efficient approach to creating, deploying, and revising surveys, compared to custom coding one as it’s faster and allows easier iterations and testing.
  • Good surveys fit the look and feel of your product. Emojis help cut out the step of “translating” a feeling into a number, but numbers on a scale are more precise.
  • One important part of a customer satisfaction survey is what you do after you collect the feedback from your users. With a tool like Userpilot, you can build and respond to customer satisfaction surveys directly in-app.

What is a customer satisfaction survey?

Customer satisfaction surveys are one of the most important tools supporting the business-customer conversation. They make it possible to hear from customers quickly, efficiently, and thoroughly at scale.

A customer satisfaction survey is a questionnaire used to collect user feedback and sentiment on:

  • your products or services
  • your brand
  • user experience (customer service, tech support, feature usage)

Using customer satisfaction surveys helps you identify useful insights into problems and patterns that lead to customer success. But it doesn’t stop here. Acting on the insights you collect will help reduce churn and increase the customer lifetime value.

What are the four types of customer satisfaction surveys?

The four most common types of customer satisfaction surveys are:

What they all have in common is that they measure user sentiment using scales:

  • 0-10
  • 1-5
  • Very unlikely – Very likely
  • Sad face – Happy face

Customer satisfaction surveys are all about quantification.

Even non-numerical scales have a quantitative value behind the scenes. A happy face can have a 5 on a 1-5 scale that you run through your analytics formulas.

Let’s take a look at each of these four types of surveys.

Customer satisfaction survey type #1 – Net promoter score (NPS)

The Net Promoter Score (NPS) survey asks for a response on a scale of 0-10 to the question, “How likely are you to recommend our product to others?”

net promoter score nps
Customer satisfaction survey-Net Promoter Score (NPS)

NPS measures customer loyalty on a scale of -100 to 100. The refined score from all of your survey responses tells you how satisfied your customers are overall.

To calculate your NPS score, categorize responses in one of three categories:

  • 0-6 – Detractor, would not recommend your product
  • 7-8 – Passive, moderately satisfied with your product but wouldn’t go out of their way to recommend it
  • 9-10 – Promoter, very satisfied with your product, very likely to recommend it to others

You take all of the responses and follow this formula:

(% of Promoter scores) – (% of Detractor scores) = Overall NPS score

How to calculate your NPS score

To get more insights into what made a user choose their score, use a qualitative follow-up question. This way you can collect specific feedback you can act upon to turn detractors into promoters (eventually) and reduce churn.

NPS follow-up qualitative question

Customer satisfaction survey type #2 – Customer Satisfaction Score (CSAT)

The Customer Satisfaction score (CSAT) is an on-the-spot measurement of a customer’s experience and satisfaction levels with a specific product, feature, or team interaction.

Customer satisfaction survey in Hubspot
CSAT score customer satisfaction survey Source: Hubspot

You should measure CSAT at different touchpoints in the user journey to understand the overall level of satisfaction users have with your product.

Start by asking one of the following questions:

  • How helpful was [this tech support session/this article/this answer]?
  • How satisfied were you with [the waiting time/the answer from customer service]?

Customer satisfaction survey type #3 – Customer Effort Score (CES)

The customer effort score (CES) survey measures the users’ perceived effort in using a feature or performing an action in your product (such as upgrading or requesting support).

While convenience isn’t everything, the inconvenience will kill anything. This is why measuring the effort taken to use your product will help you identify friction points as well as what’s perceived to be simple and straightforward by your users.

Follow-up on your CES survey and ask for more insight and customize the question based on the user’s initial score. This will help you take specific actions to improve on what it’s causing friction and replicate what users like. Here’s an example of how to do it:

customer effort score customer satisfaction survey from hotjar
CES customer satisfaction survey Source: Hotjar

Customer satisfaction survey type #4 – Product-Market Fit score (PMF)

Product-Market Fit (PMF) is a customer satisfaction survey that can give you an indication of whether your product has achieved product-market fit or not.

Coined by Sean Ellis, entrepreneur and startup advisor, the PMF score is calculating by asking users ”How would you feel if you could no longer use the product?” and measure the percentage of users who answer ”very disappointed”.

product-market fit customer satisfaction survey from userpilot
PMF customer satisfaction survey Source: Userpilot

If your score is 40% or above your product has achieved product-market fit.

This survey is particularly useful when you are not far enough into the life of your product to use an NPS survey to measure customer satisfaction.

What questions should you ask in a customer satisfaction survey?

1. Open-ended questions in a customer satisfaction survey

Open-ended questions allow users to express themselves in their own words, compared to a rating scale.

You get the benefit of their first-hand experience, and they can bring up problems you might not have noticed.

An open-ended question can stand alone or, as discussed above, it can follow a quantitative question.

When building your survey, keep in mind to avoid your own biases and ask questions in a way that doesn’t influence the user’s answers. Here are a few examples that you can use in your customer satisfaction surveys:

  • Was there anything in your [insert page/feature] we could improve? If so, what?
  • If the pricing were to change, would you be happy to pay more? Why or why not?
  • How does this feature solve your problem/help accomplish your goals? Why or why not?
  • We are looking to solve [problem x] – how would solving this problem with our product be helpful for you?
  • Is there anything you feel our product could do better?

2. Rating scale questions in a customer satisfaction survey

Rating scale questions (1-5, 1-10, happy to sad, etc) help you understand benchmarks and trends. They give you standardized data that you can assess over time, as long as you are consistent with the type of scale you use for a specific measurement.

Not sure how to phrase your questions? Try one from the list below:

  • How would you rate the usefulness of our product?
  • How easy was it to complete task x?
  • How would you rate the product’s value for money?
  • How satisfied were you with our customer success service today?

3. Binary scale questions in a customer satisfaction survey

Binary scale questions look for fast yes or no answers. It’s assessing customer satisfaction in its simplest form.

Binary scale questions are like taking a pulse. Sudden spikes represented by negative answers should be your trigger to investigate and take action.

Binary questions you could ask:

  • Did our product do what you wanted it to do?
  • Was this article helpful?
  • Did you find what you were looking for?

4. Likert scale questions in a customer satisfaction survey

Compared to the rating scale that asks users to rate an experience, the Likert scale measures how customers feel about a particular statement.

On a scale of 1-5 or 1-7, the first and last numbers represent extreme opposite views – often agreement/disagreement.

  • 1 – Strongly disagree
  • 2 – Somewhat disagree
  • 3 – Neither agree nor disagree
  • 4 – Somewhat agree
  • 5 – Strongly agree

It is OK for a Likert question to have a value judgment in it – you are asking whether your users “agree” that your super special sales team is super and special, not whether they are “satisfied” with your super special sales team.

Likert scale questions typically include a question :

  • To what extent do you agree with the following statement:

and then the statement (use only one at a time):

  • Navigating our website was easy.
  • The blogs and articles on our website were useful.
  • Our team has excellent customer service.
  • Our prices reflect the value of our product.

How to create and distribute a customer satisfaction survey?

You can custom code your customer satisfaction survey or use a no-code tool to do it.

So what’s the difference between the two options?

(Option 1) Custom code your user feedback survey

If you want an absolute blank check for customization, then you should custom code your own surveys.

Complete customization sounds nice, but imagine your developers’ reaction when they have to implement all the changes and test variants after you’ve launched the survey?

There’s a better way (hint: it’s fully customizable too and doesn’t require coding).

(Option 2) Use a tool to build a user feedback survey with no code

There are many tools for building user feedback surveys. Some focus on measuring customer satisfaction only (like Satismeter), others (like Typeform) can build multiple types of surveys for you to embed in your app or website.

The best part of using a tool:

  • no need to code
  • can still customize the surveys for the look and feel you are going for
  • built and make changes fast
  • track and analyze responses

You can do all of the above and more with Userpilot. (Get a demo now and see how)

You can customize your surveys with brand colors, multiple question types, and even supplement them with micro-videos or images, all from the same interface and with zero code.

NPS survey customization options in Userpilot
NPS survey customization options in Userpilot

As your survey responses come in, you can track user feedback over time.

NPS tracking in Userpilot
NPS tracking in Userpilot. See how you can start measuring NPS for your SaaS!

Customer satisfaction survey examples

I knew it. You are here for the examples, right?

With no further ado, let’s jump into it.

Userpilot NPS survey example

Of course, I’m going to start with an example from our own tool, Userpilot. I just had to. (shameless promotion alert)

Here’s how a simple NPS built with no code looks like:

userpilot nps customer satisfaction survey
NPS customer satisfaction survey Source: Userpilot

Using the same UI, it’s easy to set up a full NPS survey and start collecting feedback.

NPS survey follow up question Source: Userpilot

Asana NPS survey example

NPS surveys don’t need to come in one shape and form. Yes, the question and scale is the same but the placement and customization it’s up to you.

Asana collects NPS responses using a pop-up. Although it’s a small one, not having a dismiss button can be annoying for users.

Asana nps survey banner
Customer satisfaction survey banner Source: Asana

It can also be closed by accident due to its positioning, or intentionally by clicking on a random number just to make it go away.

Hotjar NPS survey example

If you want to make things more interesting, create an NPS survey the way Hotjar does.

Personalize the follow-up question based on the score given in the first question.

Hotjar nps survey layout, different followup questions
Hotjar NPS survey Source: Hotjar

Monzo CSAT survey example

“On a scale from sad face to happy face…” is a nice way to start off a question. Monzo does a 1-5 scale question with emojis rather than numbers, giving more of a human feel to their interactions.

Monzo customer satisfaction survey with emojis
Monzo customer satisfaction survey Source: Monzo

It’s great for collecting quick feedback – no need to “translate” emotions into numbers, but you still have the numbers for analysis on the backend.

Hubspot CSAT survey example

While you’ve probably never seen a 2 cross the face of a confused person, numbers allow for more precision and gradation in a survey response. “Somewhere between an uneasy smile and panicked grimace” is not very precise – emojis can only go so far.

On larger scales, always use numbers as it’s easier for the user to answer.

Hubspot customer satisfaction survey scale of 1-7
Hubspot customer satisfaction survey Source: Hubspot

Nicereply CSAT survey example

This survey by Nicereply has big, friendly emojis. No digging deep into the grab bag of emojis, just a simple happy, blah, and sad.

customer satisfaction survey from nicereply using emojis
Nicereply customer satisfaction survey Source: Nicereply

This approach is great if you need a quick opinion on something. Don’t make users think, give them a few options and make it easy for them to gauge their feelings.

This works well when you want to assess interactions that happen often and need to track overall changes over time.

Hotjar CES survey example

Similar to the NPS survey, here’s another example from Hotjar.

I only added it here so I can stress the personalization part. Notice how follow-up questions change?

CES customer satisfaction survey with secondary questions source: Hotjar

Slack PMF survey example

Even big brands had to go through this process. If you’re still figuring it out, here’s a PMF example from Slack to encourage you to keep going.

product-market fit used by Slack, created on Typeform
PMF survey results about Slack Source: Hitenism

How to follow up on a customer satisfaction survey?

One important part of a customer satisfaction survey is what you do after you collect the feedback from your users.

Sure, analyze and act on insights to improve your product. But also, remember this should be a two-way communication loop, and you should always reply to feedback.

Customers will appreciate you for it and you can actually increase retention and reduce churn in doing so.

First, you need to segment your users. You can’t send the same automated response to everyone.

Here are a few ways you can segment users based on their feedback and some examples of responses personalized for each.

1. Send an e-mail to thank customers who returned a high rating and ask for more in-depth feedback. Happy users will be most willing to help you out with this.

Personal e-mail in response to high NPS score
Personal e-mail in response to high NPS score.

2. If your survey was delivered in-app, follow up in the same context – launch an in-app experience to ask for more information.

While email might feel more personal it’s also easier to get lost in the inbox.

Plus you can absolutely make in-app messaging feel personal too.

in-app customer satisfaction survey popup
In-app modal built with Userpilot. Get a demo to start building in-app experiences for your users!

Conclusion

You make your best decisions with accurate, up-to-date information. Customer satisfaction surveys help you get that information

Want to get started with building targeted, customized surveys that your users will respond to? Get a Userpilot Demo and see how you can create and launch effective surveys on our platform.

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