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The Importance of a Customer Satisfaction Survey


Many businesses and organizations are aware that for their businesses to grow, they need to make their customers as satisfied as possible. Despite this knowledge, so many businesses do not see the importance of getting feedback from their customers about how satisfied they are.

They fail to realize that a customer satisfaction survey is the best way to know if they have happy customers. Typically, this survey involves getting reviews from their consumers about how happy they are with the product or services being offered.

Business owners do not have any excuse to not carry out this exercise from time to time because the internet has made it even easier. If you are wondering what the fuss about this practice is, then we advise that you read this article to the end.  Below are some of the major reasons a customer satisfaction survey is not important but is an absolute must.

Reasons Customer Satisfaction Survey Is Important

1. Helps You Connect With the Consumers

Connecting with your consumers is a vital part of a business. It gives them the feeling that they are important. Luckily, you can connect with them via several means, especially now that there is software that makes getting the responses almost instantly.

You can reach them via emails, SMS, social media, weblinks pretty much at anytime and anywhere.

2. Helps You Figure Out If Your Customers Are Happy

Keeping your consumers happy is important if you want to have them coming back to your store again, buying your product again, or needing your services again. If a person isn’t happy with the kind of services or product they get, they most likely will not want to ever do anything with that brand again.

Now, you may think you have everything locked down in this happiness department but you may be wrong. Because consumers’ wants and needs often change over time, what you knew that used to keep them satisfied may be the very thing that ticks them off now.

Fortunately, you can learn just how happy they are with what you are offering by simply asking them via a survey. With the survey, you will have a better understanding of what you need to do to ensure they stay happy with your brand.

Retaining an old consumer is a lot cheaper than attracting a new one. Hence, you should be willing to do what it takes to retain your consumers and even make them become your brand’s advocates.

A customer satisfaction survey will help you gather information about what they like and don’t like. You can then improve those aspects they like while discontinuing or trying to make better the ones they don’t like. Visit to learn more about how to keep your consumers happy.

3. Helps You to Build Your Brand

As we said above, a happy consumer will most likely become an advocate for the brand. This often comes from a place of loyalty. Because they have come to trust your brand, they will be more than happy to tell other people they know that need your product or service about you. Think of this as a sort of informal referral system.

Also, you can use the results you get from the survey for your marketing efforts. You can carry out the survey online where consumers can send in their comments about the brand. These comments most likely will be read by several potential consumers. Since your past consumers are happy with the services received, the new ones will consider patronizing you as well.

Important Factors about Consumer Satisfaction Survey

For you to enjoy all the benefits mentioned so far and even more, your survey needs to have some vital aspects. Below are some important factors that you need to think about when making the survey:

1. Let it Be Personal

As we have said, part of the reason this practice is important is to keep the consumers happy and loyal to the brand. This is by making them understand that their feeling is important and that they are heard. So, for surveys to achieve this, they have to be personal.

For instance, if a consumer ranks a service as poor, you can offer them a discount to retain them as your customer. Or you can thank a respondent that provided a significant suggestion that has contributed to your brand’s improvement.

2. Its Design

During the drafting process, you need to ensure that the questions being asked are as clear as possible. You can also achieve the survey’s goals by outlining its objectives and making respondents know how vital it is for them to answer the questions.

You can also add net promoter scores to it. This can help you to not just measure your customers’ happiness, but will also help you find out if they will refer you to people they know. You can read this article to find out more about the net promoter score.

3. Benchmark Results

You can send out the exact survey at intervals. This will help you compare the past results with the new ones and decide whether the changes made have any impact or not.


Customer satisfaction surveys are important to businesses looking to grow their brands. When properly executed, a business owner can figure out what their consumers feel about the brand. They can now shape their services or products to fit the needs of the consumers to ensure they become loyal and happy with the brand.


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