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Do You Measure Customer Satisfaction? Our Study Says You Should.

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Do You Measure Customer Satisfaction? Our Study Says You Should.

According to our recent survey, the secret to your success could be measuring customer satisfaction. What about hard work, smart ideas, and perseverance? Those things all matter too, but it looks like listening to customers is critical to making sure all those late nights and great ideas have an impact.

Through SurveyMonkey Audience, we surveyed over 300 small business owners and managers to see how they measure customer satisfaction. The results? 83% of businesses who describe themselves as “successful” measure customer satisfaction, versus 65% who don’t. (Tweet this.)

Measure Customer Feedback Chart 1

Gain perspective and set goals by listening to your customers

While 60% of small businesses measure satisfaction, only about 35% set performance benchmarks or goals. We think it’s important to do both to give context to your numbers. For example, if you see that 70% of your customers describe themselves as satisfied, is that a good thing? Or does it mean you’re losing business? And how does it compare to your competitors? Setting benchmarks is important to understand what your numbers really mean.

Want to learn more about ways to get close to your customers? Get our free eGuide, “6 Keys to Customer Satisfaction, Loyalty & Love.”
Check it out →

How do small businesses get feedback?

Of course, we think surveys are a great way to get feedback, but there are lots of ways to listen to your customers. Here are our respondents’ favorites:

Measure Customer Feedback Chart 2

We’re flattered that surveys come in at number one, but there are lots of great ways to get feedback. Surveys, customer interviews, contact us forms, and monitoring social networks are each used by more than 30% of small businesses to collect customer feedback. (Tweet this.)

A lot of small businesses see the value in other ways of listening, too, like sharing info from customer-facing sales and customer service teams. How you listen can vary a lot, depending on which customer touchpoint you’re focused on.

Factoring feedback into decision-making

So you’ve got some customer feedback. Now what? Well, 63% of small businesses say they often use customer feedback to influence strategic decisions:

On the flip side, only 10% of businesses aren’t able to use customer feedback to inform their strategic decisions. Bottom line, there’s a pretty strong connection between businesses that measure customer satisfaction, use feedback to develop strategies, and ultimately see themselves as successful.

Want an added reason to start measuring satisfaction? Independent research has shown that companies who ask customers about their level of satisfaction are more likely to have satisfied customers—whether or not they act on the feedback they receive!

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  • Ralph Francis

    Interesting Read! However, how do you make sure that it does not turn against you? I’ve recently read this post about the 7 Deadly Sins of measuring Customer Satisfaction. Agree or Disagree? https://www.starred.com/en/weblog/read/25/the-7-deadly-sins-of-customer-satisfaction-research

    • KTsurveymonkey

      Hi Ralph,

      Thanks for sharing this information! Many of the points in this article are spot on to what we suggest! No one likes an endless, leading, impersonal survey. We have lots of methodological posts in which we address the subject of survey length, topic, structure. We also have fantastic templates created by our methodoligists in order to help you avoid such issues!

      It’s also important for the survey admin to remember that when it comes to CSATs, you need to be prepared for the good, and the bad. Making our companies stronger starts with getting this valuable feedback from our customers. And in order to get valuable feedback, you need a strong survey design! Feel free to check out our “Survey Science” section of the blog for some helpful tips!

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