A customer satisfaction survey is a powerful tool for improving the customer experience - when done right. In this article, we share practical tips on survey construction, timing and improving response rates. We also show how Quriiri's SMS survey is used in practice with customer company KINTO.
That's why customer satisfaction surveys should be carefully designed. A successful survey not only gathers valuable information - it also strengthens the customer relationship and allows you to improve your service in the right areas. In this article, we share practical tips for conducting a successful customer satisfaction survey. As an example of a survey that works, we share our client KINTO's experience of using an SMS survey.
1. Set a clear objective
Before designing a survey, it is important to define what information you want to collect. Do you want to measure customer willingness to recommend (NPS), get feedback on a specific service event or collect general customer feedback? A clear objective will help you target the questions correctly and make the answers more useful.
2. Choose the right time
The timing of the survey has a significant impact on the response rate. The best time to send the survey is immediately after the service event, when the experience is still fresh in your mind.
For example, KINTO sends its customers an SMS survey when they pick up their car and after two weeks of use. This collects feedback from different perspectives - both on the initial experience and on satisfaction during use.
3. Make it easy to respond
It's a good idea to send customers clear surveys that focus on a specific issue. The questionnaire should be short and to the point. Use clear and targeted questions that relate directly to the customer's experience. For example, ”Did you get a solution to your issue? (1=I did, 2=I didn't but I got my case resolved, 3=I didn't)”. Such questions are quick to answer and increase the response rate.
You can also send a follow-up question asking for open feedback. If the customer has a specific feedback in mind, they are likely to share it. Open feedback can provide very valuable ideas for improvement.
One example of feedback received by KINTO was related to the collection of the car from the shop. Based on the feedback, they were able to quickly improve the situation.
4. Take advantage of SMS surveys
Text messages are an effective channel for collecting customer feedback. Studies up to 98 % people read an incoming SMS message, and SMS surveys are 209 % more likely to be answered than email surveys.
Text messages are perceived as quick, simple and personal - which is why they work particularly well in feedback surveys.
5. Automate or send manually
Depending on the nature of the query, it depends on whether it is worth automating the sending of the query, e.g. to send it after each service transaction, or whether it is better to send it manually. If you want to get continuous customer feedback easily, automation is the most effective way.
Quriiri has a tool designed for sending queries that will get you started quickly. You can take advantage of NPS survey or create your own SMS enquiry.
KINTO sends out an enquiry message every time a new customer registers in their system. This allows them to track customer satisfaction and feedback. Open feedback will also be notified by email, so they can respond quickly.
6. Provide an incentive to respond
Response rates can be improved by offering an incentive, such as a prize draw or a barcode. For example:
”All respondents will be entered into a prize draw to win a gift voucher for our online shop.”
Thailand:
”Respond and get -10 % on your next order.”
Or you can send to all respondents voucher code.
7. Analyse and respond to feedback
The feedback collected is only valuable if it is acted upon. For example, monitor the evolution of the NPS index, review the open feedback and draw visible conclusions.
At KINTO, open feedback is automatically sent to the responsible persons by email, so it can be addressed immediately. A quick response can even save a customer relationship - or reward success.
Text message survey as a tool for continuous development
A successful customer satisfaction survey is based on a clear objective, the right timing, ease of response and effective channel selection. SMS surveys offer a quick and secure way to collect feedback, and automation makes the process effortless. When surveys are also responsive, the customer experience moves in the right direction.
📩 Want to collect feedback in an easy and timely manner?
👉 Discover to our SMS enquiry solution
👉 See also NPS survey by SMS
Quriiri offers its customers an easy way to implement effective and timely feedback surveys. Contact us, we are happy to help!
