On a recent episode of the Modern Customer Podcast, Managing Director of ACSI, David VanAmburg talked on topics from ACSI’s history to struggling big-box retailers and the newly-inventive supermarkets and drugstores who soared to the top of this year’s satisfaction list.
In all the information he shelled out, a story about how Nordstrom shifted their entire business model to make their customers happier resonated the most.
Nordstrom used customer satisfaction data to optimize their customer journey. Data from previous customer satisfaction surveys coupled with the digital demands of consumers taught the company that customers wanted to shop with them and liked their product lines. But they wanted to shop while eating popcorn and watching Netflix on the couch. The problem was, their CSAT scores showed their online shopping experience wasn’t cutting it.
Nordstrom reinvested in their online experience to give their customers what they wanted. Now, customers are happy, and Nordstrom outshines competitors while tons of other big-box stores struggle to survive. Without the intel that customers weren’t happy with their online experience, Nordstrom likely wouldn’t have heavily invested in their online presence.
You can do the same.
Start with your CSAT surveys. Ask the right questions and create a feedback loop with your customers. To help, we’ve piled together our five favorite questions for your CSAT surveys.
The questions you should be asking in your CSAT survey.
The questions below serve as a great template for your CSAT survey, but change up the language to fit the voice of your company.
As you choose questions for your CSAT survey, mix up the types of responses your customers can give, too. Don’t stick to all “yes or no” or all open-ended questions. Be intentional about what you ask and what type of response would prove the most value to your customers and your company.
1. How would you rate the quality of your most recent service interaction?
Write the question with clear and concise language so there’s no confusion for your customer. Offer a scale for customer responses. Give your customers the option to drag a sliding scale or click to select a specific number on a numbered scale. And be clear about what each end of the scale represents, too.
Say you have a scale numbered from 1-5. Label what each end of the spectrum means, so your customers know that 1 means “poor quality” and 5 means “excellent quality.”
2. What was most memorable about this interaction?
This question is impactful because it lets you drill down what really matters to your customers. For some, speedy service is most important. For others, it’s the friendly and helpful service your agent delivers. Use multiple choice, here, and give a variety of options.
Here are some example choices: swiftness of service, accuracy of response, friendliness of agent, resolved on the first call, and easy to switch channels.
Be sure you always include “other” as a choice in multiple choice questions, too. Then, leave an open field where customers can expand on what “other” means to them. There’s nothing worse than wanting to share feedback but being confined to categories that don’t fit your needs.
3. Tell us what you love, or what we can do better.
The best CSAT surveys offer up a blend of quantitative and qualitative questions. Open-ended questions, like this one, give you qualitative data and sentiment straight from your customers.
You get the details about your customers’ experience, and you ask them directly about how you can improve. This question gives you insanely valuable and actionable information to shape your customer journey.
4. How likely are you to do business with us again?
This question helps you pinpoint your brand detractors and your promoters. You look beyond just a single moment of satisfaction and see how that level of satisfaction impacts your customers’ loyalty.
It’s another question where a sliding scale gives you the best intel. Offer up a sliding scale from “highly likely” to “highly unlikely” to see how many customers are your advocates, or are pushing close to that zone.
5. How did this experience live up to your expectations?
One of the biggest challenges with customer experience is the gap in perceptions between customers and companies. A large majority of companies think they deliver fantastic experiences, but most customers think companies fall short. This question closes the gap.
It compares the real expectations your customer had going into an experience with your company to how your company actually met (or didn’t meet) those specific customer needs.
Give some multiple-choice options here, and leave an open box for extended responses, so you can get more detail. The more detail, the more information you have to better coach your agents and align your team with your customers’ expectations.
Use CSAT surveys as a tool to make your customers happier. When you do, you’ll avoid the hefty business costs that come with low customer satisfaction. Read up on all the costs of low CSAT scores, here.