Hi folks
This is Part 3 in a series of articles that discuss the process of creating an effective customer satisfaction survey for small to medium businesses. In Part 3, I describe a questionnaire structure for a customer satisfaction survey.
To measure customer satisfaction, small businesses need to design surveys that accurately capture customer perceptions about key service attributes that define their business. Questionnaire structure is key in making this measurement process a success. Success here is ofcourse defined by the quality of data that small businesses get out of such surveys. Data quality is directly dependent on the type of questions and answer options that make your questionnaire.
Here is a good questionnaire structure that you can use to measure your customer’s satisfaction:
- The first question in your survey should always be an overall satisfaction question – For example, “Overall, how satisfied are you with the services offered by our restaurant?”
- The next few questions should measure your customer’s satisfaction on key attributes that define your business – For example, “How satisfied are you with the quality of food in this restaurant?”. Please note that here ‘quality of food’ is one of the attributes that define your business (See ‘Customer Satisfaction Survey – Part 2’ on how to define key attributes that describe your business)
- After the attribute questions, you need to ask specific questions (one or two) that measure customer loyalty and customer share of wallet – For example, “Would you visit this restaurant again?”, “How many times have you visited this restaurant before?”, “How often do you think you will dine at our restaurant?” etc.
- Finally you should ask an open-ended question – For example, “Please tell us what you liked/disliked about our restaurant?”, “Please tell us how we can improve our service?” etc.
In Part 4, I will discuss different satisfaction question types, answer choices and scales. Stay tuned!
Made in Madurai 