Customer Satisfaction Survey

Customer Satisfaction Survey

Customer opinions significantly influence a business's operations. They determine whether specific goods and services will bring the business a profit. Given the high importance of consumer behavior for the market, continuously monitoring their satisfaction is particularly crucial. The customer satisfaction survey – a reference point for decisions made by the economic entity – should cover a range of interaction levels between the parties to the transaction, starting from the first contact (e.g., by phone or via the website) and ending with reliable service after the transaction has been completed, as part of the so-called after-sales service (e.g., concerning a warranty).

Customer Satisfaction Survey Methods

• Internet monitoring – Customer satisfaction is studied by analyzing mentions of the business that appear online, e.g., on internet forums.
• Telephone survey – Satisfaction is measured through direct contact between an interviewer and the consumer; a frequently used survey method is the CATI survey (Computer-Assisted Telephone Interviewing), where the interviewer conducts an interview with the client using a prepared script.
• Using indicators/metrics – In this case, the consumer's satisfaction level is measured by assigning specific values to their responses (e.g., the NPS – Net Promoter Score – survey).

It should be kept in mind that the best results in assessing customer satisfaction are achieved when several methods are used simultaneously.