Are your customers truly satisfied with your product or service?
Can you even answer that question? Do you know how to find out?
Getting feedback from your customers is crucial to developing your business, as there’s no way to reactively change your product or service without meaningful insights from your audience. Luckily, there’s a simple solution to this. Customer feedback forms.
In this blog post, we’ll review the most commonly used types of customer feedback surveys and show you how to add them to your website using the Getsitecontrol form builder.
We’ll also share a few techniques to help you collect feedback using the right approach.
Without further ado, let’s dive right in.
Most popular customer feedback survey types
‘Customer feedback survey’ is an umbrella term for tools used to measure customer satisfaction and determine whether customers were able to reach their goal.
This goal can be anything, from product satisfaction to how simple it was to find certain information on your website.
There is no one-size-fits-all for feedback forms: different approaches help achieve different results.
Here are the most popular customer feedback form types:
- Customer Satisfaction Survey (CSAT)
- Net Promoter Score Survey (NPS)
- Customer Effort Score Survey (CES)
Let’s take a closer look at each type, shall we?
Customer Satisfaction Survey (CSAT)
CSAT surveys are your bread and butter when it comes to customer feedback forms. They are the easiest way to find out how happy your customers are about your product or service.
A CSAT form typically measures customer satisfaction on a scale from 1 to 5, where 1 means complete dissatisfaction and 5 means complete satisfaction.
Here is an example of a simple CSAT survey form powered by Getsitecontrol:
If you’d like to add this survey to your website, just hit the See live preview link and follow the instructions.
Now, collecting this data is important, but you should also know how to use it.
To calculate your CSAT score, use the following equation.
Take the number of satisfied customers (those who responded with a 4 or 5) and divide it by the total number of survey responses, then multiply the result by 100.
For instance, if you have 26 customer responses, and 20 of them are 4 or 5, your CSAT score is 20/26x100, which is equal to 76.9%.
Now, timing matters too. As a rule of thumb, you want to display your survey shortly after a customer has made a purchase or had any interaction with your team — while their engagement level is still high.
To achieve that, you can:
- Place a survey popup on your website
- Send a link to the survey via email
To learn how exactly you can do that, keep reading this article — we’ll talk about each option in a few paragraphs.
Net Promoter Score Survey (NPS)
The NPS survey helps you evaluate how likely your customers are to recommend your business to others. You can think of it as a way to measure your customers’ loyalty.
For example, here is a typical NPS survey form you can see on many websites:
Once the respondents open the dropdown list, they can choose an answer on a scale from 1 to 10, where 1 means “Not at all likely”, and 10 means “Extremely likely”.
Unlike CSAT surveys, NPS surveys can be sent up to 30 days after the purchase. Since you’re trying to understand a customer’s feelings about your business in general (not a single interaction or a specific product), you might want to give them enough time to shape their opinion.
If you’d like to learn more about NPS, check out the ultimate guide to using NPS surveys we’ve published on our blog.
Customer Effort Score Survey (CES)
Customer Effort Score surveys help you understand how easy it is to do business with you.
These customer feedback forms typically focus on the purchasing process, on finding information on your website, or solving issues involving your products and services.
Here is an example of a CES survey form:
The data you collect with it is crucial to maximize conversions.
Think about it this way. Regardless of how great your products are, if any step of the customer’s journey isn’t intuitive enough, you might lose money.
Just like CSAT surveys, the CES survey is touchpoint-based and it should be displayed right after the interaction.
For instance, you may want to display it after a customer:
- Uses your product or service
- Has a chat with your customer service
- Browses the help section on your website
For more CES survey examples, check out our guide to measuring customer effort score.
More question examples and surveying techniques
While CSAT, NPS, and CES are the three pillars of customer feedback surveys, some situations may call for different types of questions.
Below, we’ll share the most common examples.
Pre-written survey responses are great for collecting quantitative data and recognizing tendencies. To gather qualitative data, however, open-ended questions are definitely a better choice.
Open-ended questions will often provide the answers to the many why-questions unveiling the ways to improve your product.
Although they clearly require more effort from your customers (and that means lower response rate), don’t hesitate to ask open-ended questions.
For example, look at how Reebok displays a customer feedback form slide-in right on the product page:
Reebok displays their survey after a visitor spends some time on the product page without adding it to the cart. If you plan to add a similar survey to your store, you’ll need to decide on which page you’d like to display it and establish the conditions that will trigger the popup.
Of course, analyzing responses to open-ended questions will require more effort on your side, because you’ll need to manually go through every submission. But it will be worth it, as the information gathered with these questions can be extremely valuable for your marketing strategy.
Another purpose of feedback forms is ask for testimonials. Take this customer feedback form as an example:
In your testimonial form, ask specific questions and, if necessary, add microcopy to clarify the purpose of the question for your respondents.
When you want to get a deeper understanding of your audience, demographic surveys are the way to go.
These surveys typically ask questions about a customer’s age, gender, location, marital status, level of education, or current employment.
The information you’ll receive can help you create a more precise profile of a buyer persona and make data-driven decisions for your marketing strategy.
Customer feedback forms allow you to learn the impression your product or service has produced on a customer. But what if a potential customer leaves before they get to interact with your business? What if they close the page without taking any action?
Placing an exit-intent survey will help you find out why people abandon your website.
If you need to figure out why your landing page underperforms, or if you need to reduce the bounce rate on your website, why not collect first-hand data? Use the exit-intent trigger to ask your visitors why they are leaving right before they hit the exit button.
Alternatively, on the pages where you know customers have already completed the interaction, you can ask them to rate your business before leaving.
When in doubt, use Likert scale surveys
You’ve surely taken a Likert scale survey at some point, even if you didn’t know it was a specific kind of survey.
The Likert scale is a scientifically proven technique used for creating customer feedback survey forms. It is designed to help you better understand your customers’ behavior using a 5-point scale going from one extreme to another.
Using the Likert scale, you can ask various questions about a given subject or a specific aspect of your product.
For instance, here is a survey displayed by Fiverr, a marketplace for freelance services, after you accept the project and confirm the payment.
Notice how both questions in this survey go from one extreme to another and include neutral responses as well.
Customer feedback forms using the Likert scale don’t just show you how people feel about certain aspects of your product — they also pinpoint the intensity of those feelings.
How to display customer feedback forms
Now that you know about the different types of customer feedback forms and what they’re used for, let’s see how you can actually submit these surveys to your customers.
Generally, you can either display them on your website or send them to your customers via email. We’re going to show you how to do both.
Display a customer feedback form on your website
Popups and slide-ins are a great, non-intrusive way to invite customers to participate in a survey. You just need to decide which user behavior should trigger the survey popup.
For example, using the Getsitecontrol Targeting settings, you can display your survey when a customer:
- Lands on a selected page
- Spends some time on a page
- Scrolls down the page content
- Starts heading to exit button
- Clicks on any link on the page
Popups are a great solution for touchpoint surveys, as they give you a chance to ask for a customer’s opinion right away, while the interaction with your product or service is still fresh.
To create a customer feedback survey popup for your website, pick a survey template from the Getsitecontrol gallery and add it to your dashboard.
Design tab, edit the copy, fields, and buttons of your popup survey according to its purpose.
Then, go to the
Targeting tab, type the URL of the page where you want the survey to display and select the conditions that will trigger it.
Once you have finished, save and activate your popup.
As soon as it starts collecting responses, you’ll be able to download all the data and see real-time interaction statistics at any point.
Link to your customer feedback form via email
The alternative way to invite people to participate in your survey is via a direct link to it.
For example, if you want to conduct an NPS survey, it’s best to do it after a customer has shaped their opinion about your business. In this case, sending an email a few days after the interaction is more efficient than displaying the survey on the website.
Notice how Saks Fifth Avenue sends an NPS survey via email a week after a customer made a purchase on their website.
Asking for an opinion on the day of purchase would be too soon. Instead, a survey conducted several days later — when the customer has likely received the purchased items — allows collecting more meaningful feedback.
To replicate this scenario, you can use a tool like Getform. With it, you’ll be able to create your own Net Promoter Score form and copy a direct link to it. Then, you can send that link to your customers with a follow-up email, for example.
Why is having a customer feedback form so important?
Gathering feedback from your audience is crucial if you aim to constantly improve your business and optimize conversions. It is also an investment in relationships with your customers.
By proactively asking for customers’ opinion, you show them how valuable it is. And by making them feel heard and appreciated, you give your customers a strong reason to remain loyal to your brand. This is personalization 101!
On top of that, you get a chance to identify the people who really love your product – the potential promoters. If you capture their emails along with the survey responses, you can further increase interaction, ask them to leave a testimonial, or invite them to your referral program.
Start collecting customer feedback today
Now that you’ve had an overview of different customer feedback survey types, techniques, and question examples, it’s finally time to start gathering data.
With Getsitecontrol, adding a customer feedback form to your website will be a matter of minutes.
And if you need to send customer feedback forms directly to your customers with an email or a message, Getform will be the way to go.
In other words, you already have all the instruments to start surveying your customers right now. What are you waiting for?
Want to send feedback forms straight to your customers? Then you’ll need Getform. Use customer survey templates or create your own online form from scratch and link to it from a follow-up email or direct message.
Jordan Henri is a freelance writer for hire specializing in digital marketing content such as email marketing, social media marketing, and content marketing. With careful word choice and top-notch SEO knowledge, he helps businesses achieve their content goals. When not writing, you can find Jordan spending time with his family, playing music or out in nature.
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