Customer satisfaction survey
August 2, 2023

The Benefits of Customer Satisfaction Surveys

Customer satisfaction is the key to the success of any business. Your happy customers aren’t just repeat customers, but also advocates for your brand, spreading positive word-of-mouth and attracting new customers. In order to gauge and improve customer satisfaction, businesses turn to customer satisfaction surveys. In this article, we will discuss the top 10 benefits of customer satisfaction surveys and how they can be used to enhance your business and generate sales growth.


1. Understanding Your Customer 

Customer satisfaction surveys serve as an effective tool to understand what your customers truly need and want. Asking specific questions about their experience, preferences, and expectations can help you tailor your products or services to better meet their needs. By getting a deeper understanding of your customers, you can gain a competitive edge.


2. Identifying Areas for Improvement

Customer satisfaction surveys provide a platform for customers to voice their concerns and highlight areas where you might be falling short. The feedback received can help you identify “pain points” in your business operations and address them promptly. Taking action on customer feedback received will improve your products, services, and overall customer experience. Ultimately this leads to greater customer satisfaction.


3. Building Accountability with Consistency

By regularly conducting customer satisfaction surveys, you send a powerful message to your team that you are consistent and genuinely care about the customer’s experience. In turn, your team will understand that every interaction with a customer is important. Ensure that every stakeholder understands the importance of paying attention to the customer’s experience.


4. Incorporating Feedback into Training and Franchising

In addition to the previous point, a consistent customer survey program can be used in the initial training and franchising. You will have potentially thousands of examples of good, bad and neutral feedback from real customer experiences to which to refer when training new employees. As well, these can be used to attract and train new franchisees. 


5. Enhancing Customer Engagement

Customer satisfaction surveys provide an opportunity to engage with your customers on a deeper level. Studies have shown that by soliciting feedback customers feel a sense of ownership and involvement with your brand. This can lead to long-term relationships with your customers, increasing customer retention rates and ultimately driving sales growth. Additionally, when you follow up with customers after the survey, it shows that you value their input. It also shows you are committed to improving their experience. This enhanced engagement can lead to stronger relationships and increased customer satisfaction.


6. Benchmarking and Comparison

By using customer satisfaction surveys, you can benchmark your business against industry standards or even your own past performance. This then allows you to track your progress over time and compare your customer satisfaction scores with other companies in your industry. Moreover, benchmarking can help you set realistic goals for your business’s growth and improvement.


7. Net Promoter Score (NPS)

Determining your Net Promoter Score is essential for measuring your customers’ loyalty and overall satisfaction with your products or services. Using NPS can reveal whether your customers are likely to recommend your business to others or not. As such, it is a leading key performance indicator in that it predicts future success. By collecting and analysing data from customer satisfaction surveys, you can identify areas where your business is excelling and areas where you need to improve.


8. Additional Key Performance Indicators (KPI)

Customer satisfaction surveys can also be used to monitor other KPIs, such as customer retention, customer origination, and conversion rates. It’s helpful for companies to understand if their customers are repeat business and which marketing type is most effective in attracting customers. Also, how many customers walk out the door without committing to a purchase and why? These additional KPIs not only provide valuable insights into key areas within the organisation but also help identify areas for improvement to enhance overall customer satisfaction and loyalty.


9. Generating Positive Customer Reviews

We can also use customer satisfaction surveys to generate positive reviews on customer feedback sites. Review sites are of paramount importance to businesses, but so precarious. From Google Reviews to Product Review, etc., we can prompt customers to visit these sites and leave your business a review. By asking about customer generation, we can also find out which review sites drive the most traffic to your business. 

In contrast, we can also use the satisfaction survey to redirect and extinguish potentially negative reviews. Any NPS rating of less than 8 triggers an offer of contact from the business. By proactively offering to contact any disgruntled customers your business provides a fork in the path: the customer can accept the offer of follow up or leave a negative Google Review. Leaving a negative review requires effort. Furthermore, they may actually get what they want by choosing to accept follow up; it’s a win/win for them. Therefore, customer satisfaction surveys can actually prevent negative Google Reviews by providing the opportunity to appease disgruntled customers. 

10. Immediate Results

One of the greatest benefits of conducting customer satisfaction surveys is the potential for instant results. Online survey platforms allow businesses to collect responses in real-time and generate reports with immediate results. In turn, immediate feedback and results allow businesses to quickly address concerns and implement changes that enhance the customer experience. This refers back to the Google Reviews and how quickly change can be actioned. Therefore, real-time feedback from customer satisfaction surveys can help these businesses stay ahead of the curve.


In conclusion, customer satisfaction surveys offer numerous benefits to businesses of all sizes. By using customer satisfaction surveys a business will gain a holistic understanding of their customers’ experiences, expectations, loyalty, and advocacy. Consequently, by listening to your customers and taking action on their feedback, you will create a customer-centric organisation that will thrive in today’s competitive market and drive sales growth.

If you would like to discuss how Above Benchmark can design and implement customer satisfaction surveys for your business give us a call or contact us here.


Latest news