Customer satisfaction, as the name suggests, is one of the key aspects of business success. After all, customers matter the most to any business and you cannot imagine success unless you keep them happy and satisfied. So it is essential to keep a constant track of their satisfaction levels. What can you do to track customer satisfaction across all the stages of the sales funnel? Obviously, you cannot go around asking every single customer for their feedback because you will have hundreds or thousands of them.
Conducting surveys is the best approach as they provide a fair idea about the entire customer base even after surveying a chosen group. With the advent of technology, you get access to specialized survey tools that can help you gather information from the target group with minimal effort. However, the choice of the tool makes a difference when it comes to getting effective results. Here are the elements that you should look for in a customer satisfaction survey tool.
Ease of use
Customer surveys are complex because you need to cover a large customer base and ask contextual questions to get relevant insights. To start with, the tool should be easy to set up, use and implement so that you need not spend a fortune to train your team for leveraging it. Better still, look for an automated tool that reduces the dependence on human efforts completely. With automated tools in place, your teams can focus on their core areas rather than worry about implementing the surveys. You will find plenty of such options when you explore.
Ability to handle the survey size
Depending on the size of your business, your survey can be big or small. Small businesses, for example, may confine it to a few hundred respondents while enterprises may have thousands of them. When you invest in a customer satisfaction survey tool, ensure that it is capable of handling the survey size seamlessly. It would be wise to look for one that can handle unlimited users because your business will probably grow in the future. Scalability is a factor that can make the investment sustainable.
Excellent respondent experience
While the tool should be easy to set up for your team, the ease should extend to the respondents as well. You can use Simplesat’s one-click CSAT surveys to improve your customer’s experience in more than one way. Firstly, this survey offers the ease of response for the respondents as they need not do much to complete the survey. Secondly, your business can use the valuable insights from the survey to enhance the customer experience through product and service improvement.
Another element that a customer satisfaction survey tool must absolutely have is extensive customizability. Whether it is the design of the survey or the questions it includes, you should be able to customize them all. Every business is different and so are its customers and their expectations. You cannot expect to take a cookie-cutter approach with your survey tools because your customers would expect the survey to match their expectations.
When you look for a survey tool, ensure that it is flexible enough to be used for different kinds of surveys. For example, you may need to conduct a product-specific survey and a brand-specific one as well. Both will differ considerably in terms of the questions they include. A flexible survey tool will allow you to align the survey with its purpose, which is critical for businesses that want to use them time and again.
Beyond the elements and features that you would want the customer satisfaction survey tool to have, cost-effectiveness also matters a lot. After all, every business has a budget that it needs to stick to and you would not want something that would topple your budget in the end. The smart way to choose a tool is by making a thorough cost-benefit analysis to understand the value it will deliver to your business. Consider it as a long term investment for your business as you will be using it year after year. Be willing to spend a little extra if the tool serves value.
Now that you know all about the core features and elements of a good survey tool, choosing one gets easier. You may even consider taking a demo of the tool if you want to know how it really works. Remember to go through the recommendations and reviews of the real users if you want to know about the efficacy and value of a survey tool.