How to engage customers through satisfaction surveys?


Satisfaction surveys seem to be one of the quickest and most effective ways of gathering customer feedback and ensuring the consistency of your offer.

Indeed, according to a Gartner survey published in February 2019, 84.5% of respondents view companies that ask for their opinion positively and see it as an opportunity to give their opinion and take part in the development of the brand in question.
However, while these results are positive, they must be qualified. A poorly designed survey can quickly become burdensome for respondents.


Surveys are an integral part of the customer journey and should be treated as an essential step in the marketing of an offer. Indeed, a quality questionnaire will ensure a better response rate and thus a better knowledge of your customers. Accuracy and measurability are the key words for a survey whose results will be of value to you.

The 4 key steps to creating an effective satisfaction survey:

  • Think about defining the objectives of your questionnaire and the indicators, which are essential for measuring your success.

  • Choose the target audience for your survey. If your survey is well targeted, it will have a higher response rate. It is rare that a survey concerns all of your customers.

  • Personalise your questionnaire, the respondent will feel more involved and will be more likely to take the time to complete your survey.

  • Keep the questionnaire short and simple to prevent the customer from getting bored. For example, closed questions are preferable as they require less time and effort than open questions (which should be limited).
Once your survey is administered, whether it is an online survey, by email, by phone... it will allow you to collect different types of data, including the following examples:
  • Demographics
  • Net Promoter Score (NPS), a scoring system that allows you to factually rate the word-of-mouth of your SME
  • Customer Satisfaction
  • Ease of use of your products or your offer
  • Customer attrition rate
  • Percentage of unresolved problems

The data collected previously will allow you to create personas. A persona is a semi-fictitious person representing a typical portrait of your customers and prospects. There are as many personas as there are marketing targets. The objective is to acquire knowledge about the expectations and behaviours of your targets in order to be able to set up a relevant communication and marketing strategy.

To build your personas, you must be able to answer the following questions:

  • Who are they? First name, age, profession, socio-professional category, interests
  • What are its expectations?
  • Is he satisfied with your offer? 

    This will give you a better understanding of the satisfaction of each identified target but also of their expectations, allowing you toanticipate trends.

4. Implementing change

The analysis of your data will allow the identification of sources of satisfaction and dissatisfaction of your customers and points of improvement concerning the offer but also the customer service. These identifications must lead to real changes. This is why the last step is the implementation of an action plan.

To prioritise the actions to be taken according to the importance of the criteria in the questionnaire, we advise you to use an analysis matrix.

Ludovic Bordes

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

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Solène Jimenez

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

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