What do your customers think about your brand and your products or services? A question that is not easy for many companies to answer and yet is essential to be able to truly adapt to the needs and expectations of our customers.

At this point, the customer satisfaction survey is a powerful tool that will help the brand know and understand you better.

It is a study that aims to know the quantitative and qualitative opinion of a customer with respect to a brand, product or service, providing valuable information for the company and will help improve the customer experience with the brand, as well as their loyalty.

What do we have to take into account when preparing a customer satisfaction survey to be really effective? We go over some keys you need to know.


Satisfied customers, customers who recommend us

A satisfied customer is our best sales agent, our best promotional and advertising campaign. A high level of customer satisfaction increases their loyalty and trust with the brand, improves its branding (through reviews and positive recommendations). And all this allows the company to raise the price of a product or service well valued by its customers, even managing to expand its target group, its potential customers.

In the same way, negative assessments (online or offline) of a product/service or general impression of a brand can lead to massive sales losses for the company. At this point, a customer satisfaction survey will also help the company/brand identify any problems with a product/service that is not being well valued by customers to make the necessary changes in those areas that need to be improved or optimize.


Customer satisfaction surveys: what type of survey to choose?

Depending on the information we want the customer to provide us, we may opt for different types of surveys. Some of the most used are:

Net Promoter Score (NPS): Measuring customer satisfaction with the brand
The so-called NPS is a quick survey in which the customer is given a scale (usually from 1 to 10) to find out his or her general opinion about the company and the services or products it offers.

Customer Effort Score (CES): Measuring customer effort when interacting with the brand
This type of survey aims to know the degree of customer satisfaction after interacting with the brand/company and whether or not their expectations have been met when buying a product, requesting a service, make a query or question about a particular product or service, etc. It usually offers the user 5 possible answers, ranging from “very difficult” to “very easy”.

The lower the degree of effort in interacting with the company, the more possibilities there will be to establish a long-term relationship with the customer and retain it.
This effort index indicator will allow the company to detect possible improvements, changes and adjustments to improve the customer experience.

Customer Satisfaction (CSAT): Overall Customer Satisfaction Scale
What has been the customer experience with the brand after acquiring a specific product or service? To answer this question, one of the tools that can be used is the Customer Satisfaction or general scale of customer satisfaction.

To carry it out, the customer must be asked how the company qualifies according to the degree of satisfaction of the product or service purchased. Usually, the customer is provided with a scale of 1 to 5, in which 1 would be “very dissatisfied” and 5 “very satisfied”.


Customer satisfaction survey: other aspects to consider

If what we want is to collect really valuable information for the company, there are some keys that we should not forget when making the survey, regardless of the type of customer satisfaction survey we will perform:

  • Avoid ambiguous questions… if we don’t want ambiguous answers. The clearer and more direct the question, the easier it will be to answer for the customer.
  • Not too extensive. Remember: time is of the essence… The shorter and more concrete the survey, the more likely the user will be to complete it. Between 5 and 10 questions maximum would be ideal.
  • Include a comment section: give the opportunity to the user/client to comment on certain aspects openly, give their opinion, provide more details… provide extra information to the company.
  • Pick the right time. As a general rule, the more the time of execution of the survey is adjusted to that of the product/service purchased, queryed, etc., the higher the quality of the information collected. Therefore, the customer can be asked to conduct the survey in person in the store/ physical establishment, or by other channels (email, SMS, application) just purchasing the product/ service, or after requesting information or making a query to the Customer Service department, after the service has ended, or after several months of use of a service/product, to know the opinion of customers in the long term and to study different options of loyalty according to the feedback and the data of our consumers.


Including customer satisfaction surveys within the business strategy involves approaching the consumer, listening to them and analyzing their opinions and assessments. This will not only allow us to improve your experience with the brand, but also to obtain relevant data that will allow us to create management reports for future business decisions. Your feedback is essential, and satisfaction surveys are an excellent channel to get it.

A study or market research that includes customer satisfaction surveys will help you define a more effective business strategy. If you are planning a new market research in Madrid and Barcelona do not hesitate to request information. The Calma team will advise you without obligation





¿Quiéres estar al día de las noticias de Calma?

Suscríbete a nuestra newsletter y de vez en cuando te mandaremos información relevante.

¡Muchas gracias por suscribirte a la Newsletter de Calma"

Share This