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Best Practices for Customer Satisfaction Survey

Blog: NASSCOM Official Blog

Every business success is dependent on two main factors – retaining the existing customer base and making constant efforts to convert them into loyal customers. But in the whole process, the main challenging part is to engage with the customers, assess their levels of satisfaction/dissatisfaction, and the main reasons behind it.

Although there are numerous platforms available to interact with your customers and collect their valuable feedback, it’s difficult to keep track of their responses. This is why most of the businesses around the world employ CSAT or Customer Satisfaction surveys.

Objective of Customer Satisfaction Surveys

The objective of a Customer Satisfaction Survey is to keep a pulse on your customers by knowing their views that allow you to understand the pain points in your products and services and take appropriate action to enhance them that can further improve the overall customer experience. Moreover, this is what will set you apart from your competitors and help you win customers.

Top 10 Tips to Create Valuable Customer Satisfaction Surveys

Getting your consumers to respond to a Customer Satisfaction Survey might look like a daunting task. However, with the appropriate targeting and right set of questions, they’ll be more than willing to provide you in-depth insights that’ll help your business achieve targeted goals.

If you want to get the most out of your surveys, then you need to follow certain tips while creating CSAT surveys. Make sure that surveys are succinct enough to attract customers and compel them to take it in the first place. Let’s explore some of the best industry CSAT survey practices to ensure your next survey is a success!

1. Keep your Surveys Short

Do you know the main reason behind survey abandonment? Lengthy surveys.

If you want to get quality results, then keep your CSAT surveys short, which can capture maximum insights. Try to keep them clear and concise. Don’t include complex phrases in your questions.

It’s a good idea to capture every detail, but keeping a small list of questions can maximize the response rate. The main benefit is it won’t take long to complete the surveys. Using skip logic is another useful tactic that allows surveyors to answer questions that’re relevant to them.

Avoid asking ambiguous questions: “How would you rate our check-in process and staff.” Combining two questions in a single question can confuse customers. What if they’re happy with the check-in process but unhappy with the staff services? In such tricky situations, it would be difficult for them to choose the right answer.

According to a study done by Versta, data quality declines on surveys that are longer than 20 minutes, so try to create a survey that takes no more than 15 or 20 minutes to complete.

2. Include Close-Ended Questions

A closed-ended question consists of pre-populated answer choices. Such type of questions asks surveyors to choose from a diverse set of predefined responses, such as “yes/no,” drop-down options, checkboxes, or among a multiple set of answer choices. Closed-ended questions are helpful to gather quantitative data from surveyors.

Example of a close-ended question: “Do you think adding additional features will make the product better”? Choose from the options below:

3. Optimization of Survey Timing and Scheduling

The probability of getting a high-response rate for your survey is when you share it with the consumers at a time that’s suitable for them. Don’t try to send them surveys during work hours as they might be busy and less likely to respond. It’s an excellent strategy to send out a Customer Satisfaction Survey either at the beginning or end of the weekdays.

Now the next question comes- How often should you conduct surveys? Once in a year or once in a quarter? Every business is different, so they should conduct surveys based on their requirements. But, if you want to keep a pulse on your customers, then it’s a good practice to conduct them at least once in a month.

4. Optimization of Surveys for Mobile

Technology has advanced a lot. Gone are the days when people used to take surveys only on desktops. Nowadays, people perform every single activity from online shopping to booking movie tickets on their mobile phones. The main reason behind this is that it’s the most convenient and easily accessible medium.

People prefer to open emails and complete surveys on their smartphones & tablets. Thus, it’s essential to ensure that your surveys are mobile optimized and look good on mobile devices.

As per Statista, the number of Smartphone users worldwide has surpassed 3 billion and is forecast to further grow by several hundred million in the next few years.

5. Promote Surveys on Different Platforms

It’s essential to choose the right platform where your customers are present. With an effective survey distribution plan in place, you can determine all the important channels and accomplish pre-defined goals. 

Try to choose a survey tool that can promote your surveys on multiple platforms. You can post a survey on the website, embed surveys in an email, send survey links via SMS, take surveys on iPad, tablets, kiosks via an offline survey app, or even encourage customers to fill it out on social media platforms.

Paid Social Media: With paid social media, you can expand your reach and target the right audience. You can run your surveys via Google Ads.

6. Avoid Asking Personal Questions

Not every customer might feel comfortable sharing their personal or sensitive information with you. It’s another reason why most of the surveyors abandon the surveys. Try not to ask people extremely personal questions. It might offend your customers and chances are high that you might land into legal battles. Try to include survey questions related to your business and usage of products or services.

7. Offer Incentives

One of the most effective practices of CSAT Surveys is to reward your surveyors with an incentive in any form, a gift voucher, free upgrade to the latest version of the software, or even bonus or cash points and use them to redeem for gifts. These small efforts are a great way to increase response rates and show gratitude towards your surveyors for investing their valuable time.

8. Provide Follow-up Surveys

Follow-up surveys can be used for different scenarios. For instance, you can use follow –up surveys in case of not completing a survey, immediately after an interaction with your products or services, after receiving a poor product or service review to know the reasons behind the rating.

o   Boring

o   Not Relevant

o   Too Long

9.  Preview Your Surveys

Before sending out surveys to your surveyors, make sure they’re complete and appropriate. While creating a survey, there are chances that you must’ve forgotten to include some questions or answer choices. In either of the scenarios, your surveyors might leave the survey in between, and you won’t be able to capture the accurate data.

10. Add a Custom Thank You Note

It’s always a sweet gesture to thank all those surveyors who complete your survey. It doesn’t matter whether the feedback is positive or negative; they still deserve acknowledgment. It’s a simple gesture to let them know that you value your surveyors for their time and effort.

How to Create and Distribute CSAT Surveys?

Apart from providing incredible products and services, it’s important for your business to keep your customers happy and satisfied. To keep them content, you need to ensure that they get what they want.

By gauging Customer Satisfaction, businesses can evaluate which areas of their product and services need improvement. This is why Customer Satisfaction Software has become a crucial asset for every business to evaluate if their customers had a good experience and left satisfied. 


Conducting surveys on frequent intervals is a smart tactic which businesses should follow to gain feedback from the people who matter the most – your customers. If you include these CSAT survey best practices while creating a survey, then it can help you improve the survey response rates and get the most out of your customers. 

The post Best Practices for Customer Satisfaction Survey appeared first on NASSCOM Community |The Official Community of Indian IT Industry.

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