A satisfaction survey is a method of evaluating the quality of a product or service in the market. That said, to make an accurate assessment, it is important to know how to ask the right questions. In this article, we will cover the biggest steps that allow you to pass a satisfaction survey.
What are the goals of a satisfaction survey ? What are the different steps to carry out a satisfaction survey? How to evaluate the answers of the satisfaction questionnaire? We will find out more in this article!
What are the objectives of a satisfaction survey?
The satisfaction survey is an approach that the majority of companies are called upon to carry out each time they wish to improve or extend their market share. The satisfaction survey is generally led by:
- the marketing team;
- the customer care team;
- the quality control team.
The questions must be well chosen and formulated to achieve the following objectives.
Get an idea of the quality of the product
Although a company brags about the quality of its products, there is only thecustomer reviews who takes precedence! Indeed, if the customer does not appreciate the quality of the product, the marketing campaigns risk being ineffective. That said, it is thanks to the questionnaire that the company will know what the customers' opinions are on the quality of the products placed on the market. But not only ! Based on the responses received, the survey staff will determine the positioning of the company in the market, particularly in relation to its direct competitors.
Review company strategy
Thanks to the satisfaction questionnaire, the company can question itself. Indeed, if the product is not very popular, it must rethink its production chain and review its communication strategy. In fact, the advantage of the questionnaire is that it allows the company to draw up one or more personas, thanks to which the entity will improve the quality of its product, among other things, its positioning on the market.
Evaluate the effectiveness of the company's communication strategy
Thanks to the questionnaire, a company can know if its communication strategy is effective or not. How ? Well, if the product is qualitative, but few people are aware of its existence on the market, this means that there is a problem with the company's communication strategy or with the distribution chain.
What are the different steps to carry out a satisfaction survey?
To carry out a satisfaction survey, those responsible for this task must follow a number of steps, among which we cite.
Formulate the questions
Since this is a questionnaire, it is important that the questions are well formulated in order to encourage customers to respond. That said, it's not just the wording that counts! In fact, to encourage the target to answer questions truthfully, they should be brief and clear. In other words, it is preferable to opt for multiple choice questions and one or two open-ended questions.
Choose the right target
The second step is to choose the right target. In effect, submit a quiz to the wrong sample may give you completely wrong answers. So, to avoid this, clearly define the group of people to whom you want to send the questionnaire!
Launch of the survey
Once the document is ready and the sample chosen, it is time to start investigation. For this, you have two options:
- questioning people in the street;
- distribute the questionnaire on the Internet.
In fact, the choice between these two methods depends on the budget you have. Indeed, the live quiz requires the mobilization of staff and other means essential for this mission. If the company has enough budget, this survey method is usually the most successful, otherwise the distribution of the online questionnaire could be a good alternative if the company targets the right communication channels.
Collection and analysis of information
The last step consists in analyzing all the answers obtained in order to determine the level of customer satisfaction. For this, it is preferable to use digital tools that make it easier for you to read and interpret the results of the survey.
How to evaluate the answers of the satisfaction questionnaire?
THEevaluation of the responses to the satisfaction survey is done either via digital tools accessible via the Cloud or on dedicated software for this type of operation. The objective of these tools is that they allow you to have an idea of the level of satisfaction of the customers questioned.
