Planning a customer satisfaction survey
When planning a customer satisfaction survey, the customer survey is naturally the main focus. However, it is framed by the following aspects:
1. Set objectives – What do I want to achieve?
- Identify the primary objective of the customer survey
- Example: the primary objective is to increase sales, while the secondary objective is customer satisfaction
2. Specify objectives – What do I want or need to know?
- How satisfied or dissatisfied are customers? With what? Why?
- What do customers want?
- What are customers missing?
- How can customer-facing processes be improved?
- What impact have specific measures had?
3. Translate objectives into measurable items
- How can the objective be measured?
4. Define suitable questions and response options for each objective
- Satisfaction – measured using a scale, for example
- Product design – assessed by rating possible alternatives
5. Plan the implementation of the customer questionnaire
- Define the cover letter, design, number of pages and questions, then implement the questions and response options
6. Find the right tool
- Question types: which customer survey tool supports all the questions I need?
- Consider price and data protection
- Consider the available analysis options
- Or simply use the LamaPoll survey tool
7. Plan the survey distribution
- Participation rates, reachability and channels (email, newsletter, website)
8. Plan the analysis
- Type of analysis, metrics and formats (Excel, PDF, PowerPoint)
9. Plan follow-up actions
- Derive actions from the results and align them with the objectives
10. Plan how to communicate the results
- Will the results be public? Are there any risks associated with publication?
- How should the results be presented?
Learn more in our checklist for planning and conducting a customer survey
