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What Is A B2B Customer Satisfaction Survey

what is a customer satisfaction survey

A Customer Satisfaction Survey is one of the bests ways to measure the level of satisfaction customers have with your company and products/services, as well as uncover which customers may be unhappy, and why they feel that way. Some of the most popular metrics derived from customer satisfaction surveys include CSAT (Customer Satisfaction Score), NPS® (Net Promoter Score®), and CES (Customer Effort Score Surveys).

Very satisfied customers are often more likely to expand the scope of the relationship, renew their engagement, serve as references, and resist competitors' marketing efforts. They are also usually more profitable. The business case for creating truly satisfied customers is clear, and the systematic approach of collecting and acting on their feedback is essential to realizing the financial benefits. 

Improve Customer Satisfaction

What is Customer Satisfaction?

One definition of customer satisfaction measures how happy customers are with products, services, and overall customer experience.

In his book Marketing Metrics, Paul Farris defines customer satisfaction as ‘the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals.

Customer Survey Objectives & Design Example

Identifying objectives and understanding precisely what is wanted to accomplish with the survey are important considerations for designing a survey questionnaire.

Will the feedback be used to isolate customer improvement opportunities? Will it identify areas of excellence in customer engagements so they can be repeated? How will the customer survey complement each department's or company's goals?

Some of the most common concepts to pose in a survey include:

Common Survey Concepts

How do your customers feel about their overall experience with the company?
How likely are they to recommend you to others? To renew the engagement?
What would customers like to see improved?
What enhancements would customers want to see your organization prioritize?
Do customers have any needs that are not being fulfilled?
Are customers pleased with the communication between their organization and yours?
Are customers being adequately trained to maximize the value they experience?
Ascertaining the overall intent and precisely what is going to be learned will help guide the design of the survey questionnaire, narrow down the target audience, and clarify how to act based on the feedback received.
Improve Customer Satisfaction

Why Customer Satisfaction Is Important

A commitment to voice-of-customer shows customers and prospects that customer feedback drives ongoing improvement efforts. In addition, research shows that solid customer satisfaction leads to lower churn, higher customer lifetime value, and a stronger brand reputation.

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Reduce Customer Churn

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Increase Renewals

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Prioritize Improvements

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Maximize Referral Revenue

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Expand Engagements

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Improve Reputation

Improve Customer Satisfaction