Categories: Customer Experience Management, Customer satisfaction, MarketingPublished On: July 22nd, 2020
effectieve klanttevredenheid vragenlijst

Creating an effective questionnaire is just not easy. There are so many things you need to take into account. And often you have to do it in addition to your other activities.

We are happy to help you make your customer satisfaction survey a success. In this blog you can read what a good customer satisfaction survey looks like, which is pleasant for your customer to complete and which is useful to you. And we also give you a few tips to make your research a success. Because what good is a questionnaire if no one fills it in?

Example short, but effective customer satisfaction questionnaire

To get straight to the point, an effective questionnaire is very short and looks like this:

Customer satisfaction survey questions

Question 1: How satisfied are you?
Question 2: Why are you (un)satisfied?
Question 3: What has been decisive for your experience?

You’re probably thinking: ‘Is this all, just three questions? Will this give me the insights I need?’ Yes, of course! But this needs some explanation.

Question 1 How satisfied are you?

The first question is a closed question and can be either relational or transactional.

Relational and transactional research, what’s the difference?

Relational focuses on ‘the relationship’ and is about general satisfaction. Is the customer satisfied with you as a company, with the relationship he has with you? Transactional, on the other hand, is about a concrete transaction, for example the purchase of a product or a moment of contact. You ask whether the customer is satisfied with a specific action.

You can use a scale of 1 to 5 for this question, which is often used in the United Kingdom, for example. But in the Netherlands, a scale of 1 to 10 is often used. The KPI that goes with this is CSAT, a KPI that excels in simplicity. Read more about this Customer Satisfaction Score here.

Question 2: Why are you (un)satisfied?

Question two asks for an explanation of the first question, which is an ‘open answer’. This information is very valuable and says so much more than the figure in question 1. By sharing this answer with employees and other layers in the organization, they gain in-depth insight into the customer’s story and emotion.

This question is of course not literally ‘Why are you (dis)satisfied?’, but responds to the score given by the respondent for the first question. For example: the respondent answers question 1 with a 10, then you want to thank him or her for question 2 and ask: ‘How nice of you to give us a 10! Why are you so pleased?’

Question 3: What has been decisive for your experience?

The third question is the Root Cause question. The Root Cause categorizes the customer’s story and is a valued method of mapping the drivers. The categories make it possible to get to the heart of the customer experience. A driver that is often chosen is very important for customer satisfaction. If it scores a high, then it goes well, if the score is (too) low, there is room for improvement. This way you can see at a glance what is going well and where improvement is needed to be more customer-oriented.

With the above three questions you collect all the insights you need to increase customer satisfaction. If desired, you could add a few more statements for more insights.

What requirements should a customer satisfaction survey meet

You now know which questions a good customer satisfaction survey contains. Now let’s look at a few tips to make your research a success. In addition to the fact that it is important that your questionnaire is short, there are a number of other conditions that it must meet in order to be successful.

Three simple tips:

Make it personal
Don’t ask unnecessary questions
Use terms the customer understands

Tip 1: Make it personal

Address the customer by name and refer to the transaction. Let’s explain this tip with an example.

For example
Suppose you have bought a used car from a brand dealer. Super happy you go with it. After a week – ping – an email if you want to indicate whether you are happy with the service. Of course, because you have been well helped and very happy with your car. You open the email and to your surprise it starts with: ‘Dear customer’. And the questionnaire is also general, it seems that it is not intended