Designing Customer Satisfaction Survey: Best Practices for Business Growth
By: Richard Tosin Israel
Tags: Consumer Satisfaction, Consumer Behavior, Optimization, Cxl, Dave Mcclure

Designing Customer Satisfaction Survey: Best Practices for Business Growth

Customer development is what helps minimize and improves chances to build what consumers want. Because no businesses want to build what it’s not needed or what consumers do not need. That makes designing a customer satisfaction survey expedient.

Running and making constant analytic analysis and user research in your growth process might be challenging and time-consuming but it’s worth every investment and time. As one of Growth marketing’s sole purposes is conversion research which is hinged on consumer development and consumers’ satisfaction. It is consumer satisfaction that drives sustainable business or market growth.

In growth marketing, every step in the consumers’ journey is important. Because it is in mapping out the consumers’ journey that best decision Consumers’ journey can be informed.

What is customers satisfaction survey?

Knowing the right questions and having them structured in ways make customer give accurate answers that foster decision making on consumer satisfaction. However, consumers’ satisfaction survey dimensional and have its variant forms:

Usability evaluation

user testing

Usability evaluation is commonly used to reduce friction through heuristic analysis. Heuristics analysis is usually used to analyze the website for these purposes:

Relevancy – relevancy is a key factor determining the conversation rate. by

evaluating the landing page and assessing them for relevancy, especially if you’re driving paid traffic to that page. To evaluate the headline if its match the content and if the headline and content can resonate or help the buyers’ journey to passing through the funnel smoothly. And the call to action button does it match the value they’re going to get and is the image on the site relevant to the content.

Clarity - there’s design clarity and content clarity. However, the best way to go

about content clarity is to ask some pertinent questions like, does the site has the portrait is said to represent, and is every page of its give a vivid description of what they represent. With consumers’ squinted eyes or flip through the site within 5 seconds, can consumers tell, without mincing of the word, exactly what the website is meant for? ,

Friction – it is another thing to look out for because slows down or refrains people

from taking action. Although, many marketers have said that no site can be free of friction but it is imperative to reduce it to a minimum level so that it can foster smooth conversion.

The source of friction includes long and complicated processes and a slow loading page. Sometimes, it might be malfunctioning of either call to action button or another interface that makes it difficult for users to communicate with. For instance, in recent times, a friend sent a link to me for registration. The registration was smooth until I was to upload a document. Many clicks on the uploading interface, unfortunately, it didn’t respond. Instead of stressing myself over it, I stopped the process over friction. That’s what friction can do to the conversion journey.

User testing is about insight into the user’s mind and usability but it is the same as usability evaluation. The main benefit of user testing is to identify bottlenecks. User testing is equally as important as usability evaluation because it’s almost a penultimate of usability evaluation. You can use user testing to understand what stops people from taking a certain action. User testing won’t tell you about design modification or copy or layout to sell your product but you will find out if the existing solution has a shortcoming.

Why is the consumers’ satisfaction necessary?

The digital market is saturated and consumers’ behaviour is well sophisticated that constant research and different retention methodologies to have them stick to you. In the lean start-up, Eric Ries talks about three engines that drive the growth of a start-up as they’re associated with key performance indicators (KPI). One of the growth engines, which is a Sticky Engine, is the focus. Sticky Engine focuses on getting consumers or users to return, to keep using your product. That’s building retention, which is the main focus of every marketer. Therefore, engagement is one of the methods to make consumers or users sticky. Email marketing is one of the tools to deploy, by sending messages after each purchase to ask their reaction to the purchase, to drive Sticky Engine as explained by Dave McClure’s retention phase. .

Nevertheless, consumer satisfaction research boils down to Conversion research is one of the many processes to optimise and build retention and growth and focus head of many research methodologies employ to drive consumer or user satisfaction. It is systematic search for new and useful information about user or customer behaviour.

It’s armed with quantitative and qualitative research methods design consumer or user satisfaction. While quantitative research focuses on collecting data on user behaviour, understanding metrics and being able to analyse data qualitative research focuses on understanding the audience better, your competitions. We can use Google analytics health check for quantitative research and other data analysis strategies, either codification or segmentation of buyers or users. For instance, in a situation where survey or polls make the categories of people subscribing or buying your product obvious, then you can segment these categories and that make it easy to address them based on their needs or product functionality. It doesn’t only to optimise the site but copy. This information makes it easy to design copy according to the functionality and usage of your product to your consumers or users.

Qualitative research uses the following to garner information: customer support interview, chat transcripts analysis and UX analysis which include heuristics analysis and user testing, which have been extensively discussed above.

Ultimately, there are a number of good frameworks that help you deign good consumer satisfaction.