How to Do Satisfaction Surveys with Different Customers

The foundation for a company’s growth is to have happy customers. But without using customer satisfaction surveys, how do you know if they’re comfortable or not? Find out how they feel using these simple satisfaction survey examples.

Customers always have the best expectations about the companies they buy services or products from. We all know that’s the case, we’re all consumers of something.

Did you know that 62% of people say that if they trust a brand a lot, they will buy almost exclusively from there and not from competitors in the same category?

Knowing what all your consumers think, or what areas your business needs to improve according to different types of customers, is a very important job when thinking about how to measure your customer satisfaction .

That’s why a proper customer satisfaction survey is the perfect tool to better understand those who have bet (or not) on your company.

If you want to learn how to find out what your consumers think and feel , and how to make a perfect satisfaction survey, we have information to share with you.

A different satisfaction survey is given to each type of customer

The right treatment of different types of customers can always vary. There are many variants and it is irresponsible to talk about an exact “formula” to correctly treat all users equally.

People are all different, and each one requires a unique and different treatment from the rest. It’s simple, but always remember, because you definitely don’t want your company to end up here (terrible!).

This is obvious, of course, but it is certainly useful when thinking about good examples of customer satisfaction surveys. And this idea has even more value to think about how to conduct a perfect satisfaction survey.

Companies that constantly change their approach to customers according to different types are the ones that usually have the best results in customer service. And that, logically, translates into more and better sales.

There is one thing that has no objection: you should never repeat and use a single survey model for all types of users.


The important thing is to cover as many and types of customers as possible, from those who are totally fanatical about what you do, to those who don’t even know you.

Designing structure and questions for a satisfaction survey will depend mainly on what stage customers are at within your sales funnel .

Whatever the case may be, here are the top 5 advantages of working with different satisfaction surveys:

  • Customer retention: asking them for their opinion of the service offered creates a feeling of empathy, showing interest in their particular appreciations. You’re interested in how they feel about your brand, and it shows.
  • Attracting new customers: A satisfied person always recommends their experience to other people. Keep your customers happy, they will be the best brand ambassadors you can find.
  • Increase the level of consumer loyalty: offering your customers a satisfaction survey allows them to express their complaints and concerns; You must take this into account to change errors in time.
  • Elevate your offer and grow as a brand: if you listen to your customers’ appreciations, and make the modifications they recommend, you will be creating a product tailored to what they need. Offering what your target audience is looking for will increase your sales.

You’ll need to efficiently channel diverse needs, and ask questions in a competent manner to understand each opinion. Additionally, you need to find the reason why someone is buying from you instead of your competition.

3 Different and Likely Customer Types

Here are 3 highly possible consumer segments that you can come across on a regular basis, and listening to them productively for your business will largely depend on how you do your customer satisfaction survey:


Potential customers need to be nurtured and researched before proceeding to make the purchase. When they come to you, they have already shown great interest in what you offer them in one of your sales channels.

It’s important to make sure you let them know that they can ask for help at any time before making the purchase. Even if they don’t need it at the time, the value of your intention will be appreciated.

New Client

Although in this case the sale has already happened, you can’t leave a person abandoned without offering them some extra help. If you don’t offer support, and that customer needs it, their experience may end up being incomplete.

These consumers are very valuable to your business, as a new and satisfied customer has a high probability of making a purchase again.

Loyal customer

This is the customer who always comes back for more. Apart from having a direct impact on your revenue, it can always become an ambassador for your brand . They help you by recommending your business to their environment, by word of mouth.

You’ll need to leverage their experience and learn what satisfies them most about your business. Asking them what they enjoy the most usually works.

3 Types of Customer Satisfaction Surveys

There are several ways to know if your customers are happy, loyal, and satisfied with your product or service; Each one can help you understand something new about the experience that users go through when interacting with your brand.

Satisfaction Survey


You could get inspired by analyzing these 3 examples of customer satisfaction , but what you really need to focus on is how to make a perfect survey.

Here are 3 of the most effective satisfaction surveys you can use to understand consumers, and also, on what types of customers it would be most effective to use them:

Customer Satisfaction Score

Customer Satisfaction Score (CSAT) helps measure the level of satisfaction after a customer’s most recent experience with a product or service.

These types of customer satisfaction surveys usually contain a simple question, with a binary answer (e.g., yes/no, happy face/sad face)

Measuring CSAT involves using a scale, usually five-point, where 1 will be “very dissatisfied” and 5 “very satisfied.”

The CSAT percentage is calculated by taking the total number of satisfied customers and dividing it by the total number of responses. If your CSAT rating is low, at 15% for example, most of your customers aren’t satisfied with your brand.

  • This survey template is ideal for use with potential customers.
  • Example of a question for this type of satisfaction survey: would you like to try any of our products without a commitment to buy?

Net Promoter Score

A Net Promoter Score (NPS) customer satisfaction survey asks customers to rate how likely they are to recommend your company/product to a friend or colleague on a scale of 0 to 10.

Then, the percentage of detractors (0-6 responses) is compared with that of promoters (9-10 responses), to see where the brand is positioned. The more promoters there are, the more people will be satisfied with your company.

  • This survey template is ideal for use with new customers.
  • Sample question for this type of satisfaction survey: How likely are you to recommend XXXXXXX to a friend or colleague?

Customer Effort Score

The Customer Effort Score (CES) helps to ask satisfaction questions by measuring how easily a customer takes the action they really want to have during an interaction with a particular brand.

Customers can rate different actions, such as: placing a new order, using value of products or services, returning a product, receiving an answer to a question addressed to customer service teams, etc.

The customer effort score is calculated by subtracting the number of negative responses from the positive responses.

  • This survey template is ideal for use with loyal customers (they’ll always tell you the truth).
  • Question for this type of satisfaction survey: how much effort did you have to make to use our service?

Use satisfaction surveys and your company will win

Satisfaction Survey


Knowing how your customers feel and what they think about your brand is essential for the development of any of your ventures.

Employing opinion surveys is a very effective way to gather quality information, which then generates lasting and positive changes in a company.

Having direct, regular and real-time feedback guarantees the possibility of making correct business decisions to boost the prestige of the brand.

Global Metrics allows you to collect information directly from your in-store customers. In addition to working with real-time metrics, you can also count on alarm systems to learn about negative experiences.

This allows you to quickly and effectively serve disgruntled prospective consumers, which can be the difference between losing them or building loyalty.

If you need more information on how to get direct, regular, and real-time feedback, go to

The vast majority of bad consumer experiences won’t reach your ears unless you do something about it. It’s time to listen to your customers more carefully: use satisfaction surveys.

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