Elevate Insights: Building Customer Survey Template that Works

To unlock the secret to business growth, yotu have to crack the code of your customers. And the best way to do that? Use customer survey templates.

Customer surveys are like fortune cookies. They hold valuable insights that can help you succeed. But only if you take the time to crack them open.

Listen to your customers and make changes based on their responses. Doing so can develop a loyal customer base and boost your sales.

However, creating a survey from scratch can be overwhelming.

This is where customer survey templates come in handy.

You can access a customer survey template through online survey tools. Then, modify it to meet specific requirements, making it easy to launch productive survey projects.

But how do you make the data work for you?

Let me show you how to analyze customer survey template data and glean valuable insights like a pro. In this blog, you will learn:

Table of Contents:

1. What is a Customer Survey Template?
2. Why Do You Need a Customer Survey Template?
3. How Many Types of Customer Survey Templates?
4. Crafting Effective Customer Survey Templates
5. Benefits of Customer Survey Templates
6. Making Sense of Customer Survey Template Responses
7. Wrap Up

But first…

What is a Customer Survey Template?

Definition: A customer survey template is a pre-built questionnaire that you can use to gather customer feedback. These templates contain questions designed to help you understand your customers’ preferences and behaviors. Also, their overall satisfaction with the products or services you offer. Customer survey templates are in various survey ideas, including online forms, email surveys, and paper-based questionnaires.

Why Do You Need a Customer Survey Template?

Customer survey templates are essential for keeping customers on your side. They provide valuable insights into how customers perceive your offerings. You also get to identify improvement areas and adjust where necessary.

Customer surveys help you understand what works across your business and doesn’t. Then improve on the negative and double down on the positive.

Here are the reasons why you need customer survey templates:

1. Track progress over time
2. Find new growth opportunities
3. Evaluate the level of customer commitment
4. Enhance customer loyalty
5. Gain an edge over competitors

How Many Types of Customer Survey Templates?

You can use several types of customer survey templates. The most common types include:

• Customer Satisfaction Score (CSAT) survey

Customer satisfaction surveys usually contain a simple question with a binary response. They include questions like “Did our product meet your expectations?” Negative scores tell you there’s an issue that needs immediate attention.

Crafting effective Customer Satisfaction Score (CSAT) survey questions is crucial for obtaining meaningful feedback. Here are some sample CSAT survey questions:

Overall Satisfaction

• • On a scale of 1 to 5 (or 1 to 10), how satisfied are you with our product/service?

Product/Service Performance

• • How satisfied are you with the specific features/functionality of our product/service?

Ease of Use

• • Rate how easy it was to use our product/service on a scale of 1 to 5 (or 1 to 10).

Customer Support

• • How satisfied are you with the assistance you received from our customer support team?

Delivery/Service Time

• • Please rate your satisfaction with the speed and efficiency of our product/service delivery.

• Net Promoter Score (NPS)

The Net Promoter Score (NPS) survey measures customer loyalty on a scale of 0 to 10. It rates how likely customers are to recommend your business or offerings to a friend or colleague. Responses are categorized into three groups to calculate the NPS score:

• Detractors (0-6) do not recommend others to buy your product.
• Passives (7-8) are reasonably pleased with your product but lack the motivation to promote
• Promoters (9-10) are delighted with your product and willing to recommend it to others.

Net Promoter Score (NPS) surveys are designed to measure customer loyalty and likelihood to recommend a product or service. Here are some sample NPS survey questions:

Net Promoter Score Question

• • How probable is it that you would suggest our product/service to a friend or colleague, using a scale from 0 to 10?

Follow-up Question for Promoters (Score 9-10)

• • What specifically do you value most about our product/service?

Follow-up Question for Passives (Score 7-8)

• • What modifications or enhancements could we implement to increase your likelihood of recommending our product/service?

Follow-up Question for Detractors (Score 0-6)

• • What issues or concerns led to your rating, and how can we address them?

Overall Satisfaction

• • On a scale from 1 to 10, please provide a rating for your overall satisfaction with our product/service.

• Customer Effort Score (CES) Survey

The Customer Effort Score (CES) is a metric that measures how easily customers interact with your business. It is typically measured on a scale of 1-10, with higher scores indicating a more effortless experience. This helps to identify areas where you can improve the customer experience. Consequently, reduces customer frustration.

Customer Effort Score (CES) surveys aim to measure the ease with which customers can accomplish a task or find a solution when interacting with a product, service, or support system. Here are some sample CES survey questions:

Main CES Question

• • On a scale of 1 to 7, how easy was it for you to [complete a specific task, find information, etc.] with our product/service?

Task-Specific Questions

• • How straightforward was it for you to [complete a specific task] using our product/service?

Effort Perception

• • How much do you agree or disagree with the statement that utilizing our product/service demands minimal effort?

Problem Resolution

• • How easy was it for our customer support team to resolve the issue you were facing?

Ease of Navigation

• • Rate the ease with which you were able to navigate our website/app to find the information you were looking for.

• Customer Experience (CX) Survey

A customer experience (CX) survey measures customer satisfaction with products or services. A CX survey collects data on various touchpoints in the customer journey, such as:

• Purchase process
• The product itself
• The overall experience of using the product

The CX survey findings enable you to identify the areas where you can improve customer experiences. Then act accordingly.

Customer Experience (CX) surveys aim to capture feedback about various touchpoints and interactions within a company. Here are some sample CX survey questions:

Overall Satisfaction

• • How would you rate your overall satisfaction with your experience with our company, on a scale from 1 to 10?

Initial Interaction

• • Rate the satisfaction with your first interaction or experience with our product/service.

Ease of Use

• • How easy was it for you to use our product/service or navigate our website?

Product/Service Quality

• • Rate the quality of our product/service on a scale from poor to excellent.

Customer Support

• • Rate your satisfaction level with the support you received from our customer service team.

• Post-Purchase Survey

A post-purchase survey helps with gathering customer feedback after a purchase. The objective is to understand the customer’s feelings regarding the purchase process, the product, and the overall experience.

Here are some sample post-purchase survey questions you can consider:

Overall Satisfaction

• • Please rate your satisfaction with your recent purchase on a scale from 1 to 10.
  • What factors influenced your satisfaction with the product/service?

Product/Service Feedback

• • How would you rate the quality of the product/service you purchased?
  • What specific features or aspects of the product/service do you like the most?
  • Is there anything about the product/service that you think could be improved?

Purchase Experience

• • How would you rate your overall experience with the purchasing process?
  • Did you find the website/store easy to navigate and use during the purchase?
  • Were there any issues or challenges you faced during the purchase process?

Customer Support

• • Did you interact with customer support before, during, or after your purchase?
  • If yes, how would you rate the customer support you received?
  • Did our resolution of your inquiries or concerns meet your satisfaction?

Delivery and Shipping

• • How satisfied are you with the delivery time of your purchase?
  • Were there any issues with the packaging or condition of the product upon delivery?
  • Do you have any suggestions for improving the delivery process?

• In-App Survey

This survey is embedded within an app and appears while the user is active. In-app surveys are responsible for collecting customer feedback regarding the user experience. You can use the insights to inform self-service analytics, create a customer journey map, and drive product-led growth.

Here are some sample in-app survey questions:

User Experience

• • On a scale of 1 to 10, how would you assess your overall satisfaction with our app?
  • Were you able to easily navigate through the app to find what you were looking for?

Feature Satisfaction

• • Which app feature do you find most valuable or enjoyable?
  • Is there a specific feature you think could be improved or added?

Performance Feedback

• • How satisfied are you with the speed and performance of the app?
  • Have you experienced any issues or crashes while using the app recently?

Frequency of Use

• • How often do you use our app?
  • What motivates you to use the app regularly?

Feedback on New Features

• • If you’ve tried any new features, how would you rate them?
  • Do you have any suggestions for additional features you’d like to see?

Crafting Effective Customer Survey Templates

A purposeful survey requires careful planning and consideration of survey objectives, question types, and distribution channels. Let’s explore the steps in creating a customer survey template that will help you gain valuable insights.

1. Define your survey goals: First, you must settle on why you’re conducting the survey. All other survey template design decisions will be made in light of this.
2. Choose the type of questions: Select the most suitable question type that aligns with your survey goals. You can use multiple-choice questions, rating scale questions, or open-ended questions. Also, combining these formats creates a comprehensive survey that encourages candid and insightful feedback.
3. Design the survey questions: Take the time to carefully design your questions to make the most out of your survey. Your questions should be purposeful and align with your survey objectives.
4. Choose the survey format: Decide on the format of your survey, such as online, paper, or phone, based on your target audience.
5. Test the survey: Pilot the survey with a small group to identify any issues and make necessary changes.
6. Distribute the survey: Use the appropriate channels to disseminate the survey, such as through the website, social media, or email.
7. Analyze the results: Delve into the survey responses to unravel valuable information regarding customer behavior, preferences, and satisfaction levels. Then use this information to refine your products or services and take customer experience to the next level.

What are the Benefits of Customer Survey Templates?

The benefits of utilizing Customer Satisfaction Survey Templates include:

• Cost-Efficiency

Reduce resource costs associated with survey creation, as templates streamline the process and minimize the need for extensive design efforts.

• Enhanced Analytical Capabilities

Simplify data analysis with organized responses, enabling more effective interpretation of customer feedback.

• Consistency

Ensure consistency in survey management by using standardized questions and maintaining uniformity in data collection processes.

• Ease of Use

Simplify survey development and deployment, even for individuals with limited survey design experience.

• Accurate Data Comparison

Facilitate easy comparison of responses over time or across different segments for more accurate trend analysis.

• Improved Response Rates

Enhance participant engagement by presenting a structured and organized survey format.

Making Sense of Customer Survey Template Responses

Though widely used for data organization, Excel isn’t always the greatest option for analyzing survey data. Despite its prowess with big data, it falls short regarding interactive and insightful data visualizations.

This is where ChartExpo comes into play.

ChartExpo complements Excel by providing a more advanced and intuitive way to visualize data. ChartExpo’s visualizations are the best approach to summarizing and graphing survey results and interpreting the data accurately.

ChartExpo charts are available both in Google Sheets and Microsoft Excel. Please use the following CTAs to install the tool of your choice and create beautiful visualizations with a few clicks in your favorite tool.

Let’s say you possess data on restaurant customer experiences from a feedback survey containing the following questions.

• How satisfied were you with your experience at our restaurant?
• How satisfied were you with the waiter’s politeness and accommodation?
• How satisfied were you with the cleanliness of the establishment?

Respondents provided answers to the questions using the scale below.

• Extremely Dissatisfied
• Dissatisfied
• Neutral
• Satisfied
• Extremely Satisfied

Assume the data has been organized into a table format, as shown below.

How satisfied were you with your experience at our restaurant?	How satisfied were you with the waiter’s politeness and accommodation?	How satisfied were you with the cleanliness of the establishment?
Dissatisfied	Dissatisfied	Dissatisfied
Neutral	Satisfied	Neutral
Extremely Dissatisfied	Extremely Dissatisfied	Extremely Dissatisfied
Extremely Satisfied	Extremely Satisfied	Extremely Satisfied
Neutral	Extremely Satisfied	Extremely Dissatisfied
Satisfied	Extremely Dissatisfied	Extremely Satisfied
Satisfied	Extremely Satisfied	Dissatisfied
Satisfied	Dissatisfied	Extremely Dissatisfied
Dissatisfied	Dissatisfied	Extremely Satisfied
Dissatisfied	Dissatisfied	Extremely Dissatisfied
Dissatisfied	Extremely Satisfied	Extremely Dissatisfied
Dissatisfied	Neutral	Extremely Dissatisfied
Neutral	Satisfied	Extremely Dissatisfied
Extremely Dissatisfied	Extremely Satisfied	Extremely Satisfied
Dissatisfied	Satisfied	Satisfied
Dissatisfied	Extremely Satisfied	Neutral
Satisfied	Dissatisfied	Extremely Dissatisfied
Dissatisfied	Extremely Dissatisfied	Dissatisfied
Extremely Dissatisfied	Extremely Satisfied	Satisfied
Satisfied	Satisfied	Dissatisfied

This table contains example data. Expect many responses and questions in real life.

• To get started with ChartExpo, install ChartExpo in Excel.

• Now Click on My Apps from the INSERT menu.

• Choose ChartExpo from My Apps, then click Insert.

• Once it loads, choose the “Likert Scale Chart” from the charts list.

• Click the “Create Chart From Selection” button after selecting the data from the sheet, as shown.

• When you click the “Create Chart From Selection” button, you have to map responses with numbers manually. The Likert scale has this arrangement:

• • Extremely Dissatisfied = 1
  • Dissatisfied = 2
  • Neutral = 3
  • Satisfied = 4
  • Extremely Satisfied = 5
• Once all is set, click the “Create Chart” button.

• ChartExpo will generate the visualization below for you.

• If you want to have the title of the chart, click on Edit Chart, as shown in the above image.
• To change the title of the chart, click on the pencil icon that is available very next to Chart Header.
• It will open the properties dialog. Under the Text section, you can add a heading in Line 1 and enable the Show Give the appropriate title of your chart and click on Apply button.

• Let’s say you want to add text responses instead of numbers against every emoji.
• Click the pencil icon next to the respective emoji. Expand the “Label” properties and write the required text. Then click the “Apply All” button.
• Click the “Save Changes” button to persist the changes.

• The final chart will look as below.

Insights

• 30% had an enjoyable experience at the restaurant, but 55% did not.
• 55% of customers are pleased with the waiter’s behavior, 40% express dissatisfaction, and 5% remain neutral.
• 30% of customers are happy with the cleanliness of the establishment. 60% are unhappy with the cleanliness, and 10% don’t have a definite opinion.
• 38% of customers responded positively to the survey questions, 51% expressed dissatisfaction, and 10% maintained neutrality.

FAQs:

How do you write a customer survey?

Writing a customer survey requires careful planning and execution. The following are steps on how to write a customer survey:

1. Define the objective
2. Create a list of questions
3. Design the survey
4. Test the survey
5. Analyze the results

How Can I Customize a Customer Survey Template for My Business?

Most customer survey templates are customizable to fit the specific needs of your business. You can modify questions, add or remove sections, and tailor the template to collect information that is relevant to your industry and customer base.

Are There Industry-Specific Customer Survey Templates Available?

Yes, many customer survey templates are designed to cater to specific industries. Whether you’re in retail, hospitality, healthcare, or another sector, you can find templates that address the unique aspects of your business and customer interactions.

Wrap Up

By leveraging customer surveys, you can reap tremendous benefits. These surveys provide a window into the minds of customers. Thus, you can gain deeper insights into their preferences, expectations, and behavior. Armed with this knowledge, you can enhance your offerings and elevate the overall customer experience to new heights.

However, conducting surveys can be daunting, especially when you create a survey from scratch.

With customizable templates at your disposal, you can avoid spending unnecessary time or effort. Using customer survey templates helps you gather customer feedback with little effort.

With ChartExpo, customer survey data visualization and analysis is a breeze.

The best part?

You don’t need to be a coding wizard to create an insightful visualization of your data. With a few clicks, you can unveil hidden gems and get a better understanding of your customers.

Why wait?

Get started with ChartExpo today and take your customer survey template data analysis to the next level.

Net Promoter, NPS, NPS Prism and many other terms related to NPS are registered trademarks of Bain & Company Inc., Satmetrix Systems Inc., and Fred Reichheld.