For any company wishing to develop over the long term, gathering customer feedback is an essential step. This enables them to improve the quality of their service and develop a sound marketing strategy. To this end, most companies today use customer satisfaction questionnaires. When submitted by chatbot, they can reach a wide cross-section of customers in a very short time. In this article, you’ll find examples of questions that can be included in a customer satisfaction questionnaire.
Demographic issues
These are questions we ask in order to get a precise idea of the customer’sdemographic situation and social context. Demographic questions are of paramount importance for a company, in the process of defining its customer profile and segmenting its audience.
It’s important to remember that the data collected through these questions varies enormously depending on the customer group surveyed. In a customer satisfaction questionnaire, here’s the type of demographic question a company might ask its customers:
- How old are you?
- What’s your title?
- Where do you live?
- What is your professional status?
- What is your monthly household income?
For each of these questions, your chatbot can set up checkboxes, a numeric field or ink a drop-down list from which the customer can provide you with their answers.
Overall satisfaction questions
This is one of the most frequent and important forms of question in a customer satisfaction questionnaire. It consists in asking a company to find out whether the customer is satisfied with the experience it offers through its services. Customer satisfaction is then evaluated according to a scale of responses. The scale is generally as follows
How would you rate your overall experience with our company:
Very satisfied/No opinion/Not very satisfied/Not at all satisfied.
In some cases, the question of overall customer satisfaction may also be presented as follows:
Your overall satisfaction with our company is: 0/1/2/3/4/5.
Using an efficient chatbot, the latter will take care of averaging customer responses according to the chosen scale, in order to produce an overall satisfaction rate. This is an important indicator for companies in all sectors that want to track the evolution of customer satisfaction over time.
Questions about a company’s products and services
These are questions that a company asks its customers in order to obtain feedback on their experience following the purchase of a product or service. The marketing objective behind this question is obviously to identify the various aspects of its product or service that do or don’t bring satisfaction to its customers.
The company can also find out more precisely how each product and service is being used by the customer, compared with what needs to be done. In a customer satisfaction questionnaire, you can find questions about products and services such as :
- Does our product or service meet your objectives or needs?
- How often do you use our product/service?
- What do you like about our product/service?
- How would you rate our product/service?
- What can we do to improve our product/service?
For each question, you’ll need to define a set of answers that the customer can fill in, so that you can collect as much data as possible. Here again, we can see the importance of using a chatbot to collect information from the questionnaire.
The chatbot will save you an enormous amount of time in providing this questionnaire and in assessing the responses concerning your customers’ satisfaction with your products.
Questions of dissatisfaction
Dissatisfaction questions are of vital importance in enabling a company to improve its service by taking into account the opinions of dissatisfied customers. These questions can be used to measure satisfaction levels and implement marketing actions to improve them. They are very useful in the customer loyalty process. We therefore find questions of the following types:
- What is the reason for your dissatisfaction?
- What could make up for your dissatisfaction?
- Can we have a live chat to find a solution to your problem?
In this case, the customer can give the reasons undermining their satisfaction, whether it’s with the design, price, quality or after-sales service. If he or she agrees to a direct exchange with you, the chatbot notifies you immediately so that you can discuss and find a solution.
It can simply provide the customer with your contact details, or redirect them to the company’s customer service department. In this way, a chatbot enables you to get straight to the point with each customer and stay as close to them as possible.
Open questions
Open-ended questions in a satisfaction questionnaire allow each customer to express his or her thoughts. They allow them to express their opinion of the company in their own words, thanks to a text field. In this way, the company can better master the language of its customers and integrate them into its marketing strategy.
The disadvantage of open-ended questions is that they are a little more difficult to analyze. You can ask questions like :
- What do you think of our company/brand/service/product?
- What can we do to improve your experience?
- What suggestions do you have to help us provide you with greater satisfaction?
- Do you think our product/offer/service/meets consumers’ objectives/needs/expectations?
All your customers’ responses will be indexed by your conversational robot, so that you can later use them to refine your marketing strategy.
Questions with NPS, CES and CSAT indicators
For a company developing a customer satisfaction questionnaire, it’s important to properly assess the level of customer satisfaction with its services. The success of this assessment will determine theeffectiveness of the marketing strategy to be implemented.
That’s why most examples of customer satisfaction questionnaires include indicators such as Net Promoter Score (NPS), Customer Effort Score (CES) and Customer Satisfaction Score (CSAT). These are generally presented in the form of a scale from 0 to 10 or 0 to 5, depending on the needs of the questionnaire.
