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3 Types of Questionnaires to Improve Customer Satisfaction



When it comes to doing business with customers, there is one important thing that every company has to keep in mind: customer experience. Customer Experience (CX) is how companies define the way customers perceive the brand and the likelihood that they will do business with you.


CX is so important to any business and is one of the main indicators for a company’s success. According to the Temkin Group, a positive CX score makes it 82% more likely for people to become repeat customers of a business.


There are three main metrics in the field that cover all the types of questionnaires and surveys. It’s especially important improving call center efficiency, as it tells leaders where to concentrate their efforts:

  • What programs and initiatives are making the most impact on the customer

  • Which aspects of their agents need coaching and additional training

  • What parts of the automated systems like the chatbots and databases are used the most, and what needs work

Getting a handle on these three main metrics, how and why they are used, and when to use them will give your business a priceless understanding of its customers. If you are looking to provide the best customer service possible, it’s important to understand these three metrics and how they are used in questionnaires.


Customer Satisfaction Survey (CSAT)


This is the basic building block of any call center. It is a metric which directly measures customer satisfaction levels. It is normally used to see how happy customers are with a specific action or transaction your business is doing.


In call centers, these surveys are usually sent after each call, chat or interaction with the customer, so the customer can directly rate the service. You can have multiple questions for a CSAT survey, but it’s better to keep it short and simple.

For example, a CSAT questionnaire may have questions such as:

  • “How happy are you with the service you received?”

  • “Focusing on just the agent you spoke with, how happy are you with his or her service?”

  • “How satisfied are you with this product or feature?”

  • Each section can also be followed up with an open-ended question asking for the customer’s reasoning behind their score.

  • “Would you care to explain why?”

This is followed by a rating scale, which can be point-based from 1-5 or 1-10, with one end clearly being defined as the low end (greatly disagree, not likely, not satisfied at all, etc.) and one as the high end (greatly agree, very likely, very satisfied, etc.). It’s also recently popular to use emoticons or similar visual styles for the scale, with an angry face on the 1-end and a big smile at the 5-end.


The CSAT score as a whole is expressed in a percentage, taking the number of satisfied respondents and dividing them by the total number of responses. For instance, if you had 100 surveys and 95 people responded in the satisfied range, your CSAT score would be 95%.


CSAT is an important and popular tool in measuring the customer experience because it is flexible and can glean a wide variety of insights from the customer. However, since it doesn’t measure loyalty and is more focused on short-term customer sentiment, it has its limitations, which is why we have two other metrics.


Net Promoter Score (NPS)

The NPS is a growth metric which measures customer loyalty. It measures the customer’s willingness to recommend you to other people.

  • “How likely are you to recommend this company to a friend or colleague?”

This can then be followed up with open-ended questions to gather more valuable insights.

  • “Care to tell us why?”

  • “Why would you not recommend us?”

  • “What did we do well?”